CHC Global is a strategic malicious risk advisor, helping protect people, assets, and operations from the impact and consequences of hostile actions across the world. While holding onto an already well-established offering, they wanted to improve marketing effectiveness through their brand positioning, identity, and website.
CHC Global operates as a nexus of malicious risks, providing advisory solutions within an insurance context. In a complex market, our challenge was to create a brand that was profoundly engaging, yet simple. Our sister company, Transform Communications, initially ran a brand development workshop with CHC Global. This directed us towards our solution: refresh the brand identity, website, then create a video series and digital marketing campaign — seen through the very particular lens of their British, ex-military heritage.
The pentagram we designed represents CHC Global’s five values: independence, expertise, integrity, discretion, and respect & loyalty — this became a key visual tool when developing the full brand into something far more distinctive, alongside British heritage colours (Racing Green, for example) and a crisp font to mimic the crystal-clear nature of service they aim to provide.
Our video series saw employees speak eloquently about the complexity of their industry. This helped to build CHC Global’s brand credibility, educate existing and potential clients, and boost SEO.
As part of this project, we created content for and delivered a paid social campaign on LinkedIn where a large portion of their target audience is. The goal was to promote CHC Global’s case studies and drive traffic to their new website. Their profile saw an increase in page views and organic clicks, while website traffic and levels of engagement notably increased, too. Here’s what they saw:
- LinkedIn engagement: 29% increase in page views, 15% increase in organic clicks
- Cost per click (CPC): £3.04 (global benchmark: £4.64)
- Website engagement: 29% increase in traffic, 43% increase in engaged sessions
View CHC Global’s live website here.