Background

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Curtins is one of the UK’s leading independent consultancies, rivalled by only a handful, including global giants like ARUP and Mott MacDonald.

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In a fiercely competitive sector, especially post-pandemic, the rebrand needed to be a bold game-changer.

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Curtins recognised the need for a fresh approach, one that honoured its heritage and values while showcasing adaptability, resilience, innovation, and an ongoing commitment to excellence. The rebrand became a strategic imperative to sharpen its competitive edge, cement its position in specialist engineering, and reaffirm its status as an industry leader.

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Target Audience

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Curtins’ core audience includes developers, investors, and public sector bodies involved in major commercial, residential, infrastructure, and healthcare projects. They work with universities, NHS Trusts, and local authorities, delivering trusted engineering solutions. Key collaborators also include architects, contractors, and consultants, particularly on Design & Build projects, who value Curtins’ innovative, dependable input across all project stages.

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Challenge

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The existing positive brand perception amongst clients and stakeholders presented a delicate balancing act.

The rebranding process aimed not to overshadow the Company’s existing strengths, but rather to amplify them. It was crucial to ensure that the rebrand didn’t raise any concerns from clients or stakeholders that it was an attempt to conceal any unfavourable aspects, but instead, an enhancement of the Company’s already positive attributes.

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Solution

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The rebrand strategy for Curtins was built around clarifying purpose, defining differentiation, highlighting problem-solving strengths, and forging emotional connections with audiences. Through workshops and discovery sessions, we distilled these insights into a clear messaging hierarchy that shaped the creative direction.

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The new identity reflects Curtins’ precision and expertise, with a refined logo marque and a colour palette that honours its heritage while projecting professionalism. Crucially, the visual shift to people-first imagery marks a bold move, positioning Curtins as a relationship-led, values-driven consultancy where engineering excellence goes hand in hand with human impact.

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Results

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The rebrand has delivered impact beyond visuals, strengthening Curtins’ market position, boosting employee engagement through the EOT model, and deepening stakeholder trust. It showcased the firm’s resilience post-pandemic and reaffirmed its commitment to innovation and sustainability. The success has been recognised with major industry awards, including a European Transform Award for Strategy and Creativity.