CIM Case Study

The Chartered Institute of Marketing


The Brief

The Chartered Institute of Marketing (CIM) is the world’s leading professional marketing body – founded in 1911, it supports and develops over 40,000 members globally.

 Like many organisations it faces a challenge to stand out amongst the many communications that consumers see on a daily basis. With many newly developed services and benefits to shout about, they briefed Milestone to come up with a new campaign whilst freshening up the organisation’s brand look and feel.

Our Approach

Working with the existing logo, our branding solution was to create a unique geometric landscape using triangles – CIM’s icon for Chartered Marketer status.

This ‘shard landscape’ is endlessly reshaped and positioned to form abstract backgrounds, diagrams or real objects. A new typeface and vibrant colour palette balanced with cool greys gives plenty of scope for the wide range of off- and on-line communications.


“The brief was a challenging one as it had to encompass the broad offering that CIM has as well as being flexible enough to appeal to marketers at different stages of their careers. We’re excited by the result!’’

Esme Godwin, Head of Marketing and Development, CIM

The power to transform careers and companies

 Our central campaign concept is based around ‘Power to Change’. Despite the challenging economy we wanted a positive and dynamic message to reflect the way that CIM can help transform careers and companies in these difficult times.

Branding with prestige, energy and versatility

 We needed to showcase the full scope of the development products, resources, support and insight that CIM can provide and show how they help everyone in marketing – from student to director level. We also needed to give the branding prestige, energy and versatility to work across the different materials and media.

More case studies