Brand Guide
Case Study

Building a Cohesive Brand Identity for CERCO | Calgary

Cerco Creative Marketing Logo

CERCO Marketing Agency required a cohesive brand guideline system to support consistent visual communication across client work, internal materials, and marketing channels.

This project focused on translating CERCO’s strategic positioning into a clear, flexible brand identity framework—allowing the agency to scale its marketing efforts while maintaining visual consistency and professional credibility.

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  • The Challenge

    CERCO, a growing marketing agency, needed a brand system to support digital and print marketing across channels, internal team consistency, client-facing materials, and long-term growth

    The Ask: Create brand guidelines that are clear and structured but flexible for everyday agency work.

  • Strategic Approach

    The approach centered on creating a practical design system, not just a visual style guide.

    Key objectives included:

    Establishing clear brand foundations, defining consistent typography and colour usage, flexible layout and composition rules and ensuring usability for designers, marketers and collaborators.

  • Brand Identity & Visual Systems

    The brand guideline system includes:

    Logo usage and clear space rules, colour palate and accessibility considerations, typography hierarchy and usage guidance, layout principles and visual rhythm and application examples across digital and print media.

    Every element was designed to support clarity, consistency and efficiency.

  • Design Thinking for Marketing Agencies

    Unlike consumer-facing branding, agency brand systems must work behind the scenes.

    This project demonstrates how effective marketing agency brand guidelines can:

    Reduce friction in content creation, speed up production workflows, improve brand consistency across teams an strengthen credibility with clients.

    This system balances structure with adaptability, ensuring the brand remains cohesive without limiting creativity.

  • Applications & Usage Cases

    The CERCO brand guidelines support:

    Agency website and digital marketing, pitch decks and proposals, social media and content marketing, client-facing documents and internal documentation and templates.

    This versatility ensures the brand performs consistently across all touchpoints.

  • Outcome & Value

    This project highlights how a well-built brand guideline and design system can:

    Strengthen agency positioning, improve internal efficiency, support scalable marketing operations and increase trust with prospective clients.

    For marketing agencies, consistency is not cosmetic - it’s operational.

Open magazine on pages with text and images, and closed red publication titled CERCO Brand Guidelines 2025 on pink background.
Open magazine lying on a brown surface, showing table of contents on the left page and an article on the right page, with black and white imagery and red accents.
Open magazine spread with pages about social media and stationery branding, featuring images of digital and print marketing materials on a dark background.
CERCO Logos and Icons Mockup
CERCO Promotional Materials Mockup
CERCO Messaging and Tone Mockup
Black and white brochure featuring a white shopping bag with red handles and 'CERCO Creative Marketing' logo, placed on a tiled surface against a dark background.

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