CPA: Elevating an industry's voice
Problem
Whispering in a loud room
Many Caribbean citizens are relatively unaware of the value of regional poultry. The Caribbean Poultry Association (CPA) needed to amplify its influence and engage more effectively with both its members and the wider public.
But the CPA's mission to advocate for the poultry industry and contribute to regional food security faced a big hurdle: a fragmented brand identity which impacted its efforts in public engagement. Our goal was to help transform the CPA from a quiet consortium of industry giants into a dynamic, leading voice invested in shaping consumer choices and policy decisions.
Solution
Hatching a brand identity
Brand Workshops: We led a series of workshops to dig deep into the association's core values, mission, and vision, and explore how we could show that to the world. Using insights from the workshops, we developed a vibrant and cohesive brand identity to reflect the dynamism, resilience, and importance of the Caribbean poultry industry. This included a modern logo, color scheme, and visual elements.
Digital Presence: We designed and launched a new CPA website. This site serves as a central hub for advocacy efforts and industry news, showcasing the association's revitalized vision and purpose to a global audience.
To ensure consistency and clarity in all communications, we created detailed visual brand guidelines and developed a suite of collateral materials. These resources empower members to communicate with a unified voice, strengthening the CPA's brand across all touchpoints.
Impact
A fresh start
A Unified Voice: The CPA now stands as a beacon for the poultry industry in the Caribbean, with a brand identity that mirrors their leadership and advocacy roles.
Enhanced Visibility: The new digital platform has significantly increased engagement, making the CPA's mission and achievements more accessible and engaging to a broader audience.
Energized Leadership: There's a renewed vigor within the CPA's leadership. United under a common banner, they're more equipped and motivated to champion the cause of the poultry industry.
