Capturing a fighting spirit

CITMA has always been a fighter. In 2016, the professional membership organisation received royal recognition for its work. It now needed a brand to reflect its new status.

Founded in 1934, CITMA represents the interests of over 1,600 trade mark and design professionals, and fights to bring recognition to the work they do. It has power to shape law and practice—nationally and internationally. The award of its Royal Charter was a catalyst to celebrate its growing influence and fighting spirit.

Alongside Studio Kunze, we created CITMA’s new identity. Following interviews with the leadership team, new President and members, we wrote a set of values that led to a smart, open, spirited tone of voice. We went on to train the communications team, and continue to write for the brand and mentor its writers today.

Richard, CITMA's head of PR and communications, says: 'Rob and his team helped us to find our spirit. They understood what CITMA is all about and developed a tone of voice that allows us to demonstrate an authority on trade mark legal practice.'