Clarke Worldwide


Brand Identity

Creative Direction / Brand Identity / Strategy


Repositioning a family-owned-and-operated conglomerate that operates across three industries, and over 150 countries worldwide, to become a global, authoritative leader.

Clarke Worldwide Logotype

The year-long engagement created an organizational structure unifying all the Clarke properties together in a single, highly modified brand system. The project comprised of a complete brand audit and repositioning strategy, naming, brand architecture, brand identity and messaging. 

Clarke Worldwide Before and After

Naming and Architecture

The initial objective in the Strategy Phase was to create a simple, modified name for the Clarke holding company, recommending an approach for a simplified naming convention that applies to the sub-brands and services, all within a revised portfolio model.

When thinking about a portfolio architecture as it relates to the naming hierarchy for each of the brands, we need to think long term about what this means as it relates to a business strategy. The simpler the structure the better, and typically designed around the customer needs and understanding of the brand. We need to be consistent with company values, and the design should be flexible.

In creating the brand system, we wanted the identities to visually relate to each other based on our Monolithic Brand Architecture model.

Clarke Worldwide Brand Architecture
Clarke Worldwide Logotype color variations
Clarke Worldwide logotype construction
Vehicare logotype construction
Vehicare logotype construction detail
Clarke Worldwide art direction
Clarke Worldwide brand guidelines
Clarke Worldwide guidelines spreads
Clarke Worldwide poster design
Clarke Worldwide stationery
Clarke Worldwide bsuiness card details
Clarke Worldwide website
Clarke Worldwide buttons and pins
Clarke Worldwide car wrapper

Agency: Tank
Creative Direction: Justin Hattingh & David Warren
Design: Justin Hattingh, Phil Pham, Greg Romano, April Ryde
Content: Alison Burke
Strategy: Justin Hattingh, Libby Safford, Tod Williams
Account Director: Tighe Smith