Recently, we completed a brand re-launch with CSW Inc., a packaging innovation company, with a new updated look, logo, and website. Sometimes, it’s tricky for CSW to explain what they actually do to potential customers and the public at large – so we focused on both content and imagery that worked to promote some clarity in language and design to the web experience in particular.
Working closely with the CSW internal team, we achieved an updated logo that encapsulates their need for definition while maintaining an implication of complexity. This new design encapsulates the presence of packaging as a concept over a literal interpretation using upper (interwoven) panels of a folding box. This graphic “box” is placed vertically on one point to achieve symmetry and add to its figurative nature. Intentionally abstract, the graphic helps portray the broad services of CSW that engage all aspects of packaging optimization. In addition, the deliberate overlapping color shapes help demonstrate the key categorical disciplines integrated across the company.
New Website Design & Re-Focused Content
Homepage Text: We make brand packaging more efficient and impactful from concept to cart. CSW is the connection between agencies, brand owners and printers with the technologies and creativity to deliver a more cohesive, powerful brand image.
Working closely with the CSW team, WP worked to streamline and refocus the site content to appeal to a broader audience and help clarify their complex services. The clean, spare look of the homepage highlights completed packaging imagery as hero while re-organized content on the website from top to bottom now appeals to both knowledgeable packaging designers and printers. Now the described benefits of partnering with CSW is accessible to both higher level decision makers – such as international brand managers and CEOs – as well as to printer partners and technical designers.
Deeper into the site, major discipline areas are indicated by separate color schemes and organized overview pages in a step-down format, showing samples and case studies to assist in demonstrate the answer to “Why would we need a packaging expert?”