Brand development

Curo advises HR departments on a variety of compensation and remuneration issues. Their aim, put simply, is to make life easier for everyone involved in pay and performance management.

Following extensive research, we settled upon Curo as the name for the new business – it means “looking after money”. Our proposition that supported it was “taking care of compensation”.

We then built the brand story around the concept of “weaving”. We liked the idea that it took all the ideas of integration, unification and order but alluded to the result rather than the process. The logo took the form of a weaver bird building its elaborately woven nest – a nice metaphor for the way Curo unifies all the compensation and benefit strands together and for the way they protect the collected data.

A contemporary graphic language of bespoke woven illustrations and copy that explained the complexity of the process in very simple terms helped to differentiate the new brand in the extremely competitive human resources arena.

What we did
Brand strategy / Naming / Brand identity / Brand communications: Website / Presentation design / Copywriting / Brochures / Signage / Art direction