Spanning five continents, the Commonwealth Handling Equipment Pool, CHEP, is the world's largest equipment pooling company.
Landini's task was to strengthen the company identity, create the business descriptive 'Equipment Pooling Systems', develop application control systems, and document these using interactive, net-based design manuals.
CHEP provides 'Equipment Pooling Systems' for an extensive range of products and substances. Our project commenced with an international audit and rationalisation of components. Apart from reducing duplication, the audit revealed the environment in which new design systems operate.
Clear and fully documented 'application systems' were essential to support the introduction of CHEP's new marque, preventing it from becoming devalued. Our system provides guidelines for the application of the marque and secondary information across a range of elements and mediums including the web. The creation of graphic sub-branding and underlining devices position the business, while highlighting important information. Implemented globally, these systems are available electronically in eight languages.
Graphic Design, Brand Identity, Brand Strategy
Courtesy of Landini Associates