Case Study S-3126 | CDP Group

The Challenge

CPD Group, formerly CDP Plastering, had a clear ambition: to establish themselves as a major player in the commercial construction market. What began as a domestic plastering operation had evolved into a comprehensive construction services provider, offering rendering, drylining, and screeding capabilities perfectly suited to large-scale commercial projects.

Yet their brand told a different story. The existing identity remained rooted in domestic work, creating a fundamental disconnect between their actual capabilities and market perception. This misalignment proved costly when pursuing commercial opportunities, as potential clients struggled to see beyond the domestic contractor image. Decision-makers in the commercial sector simply couldn't envision CPD Group handling the scale and complexity of their projects.

The result was a cycle of missed opportunities and stalled growth. Despite having the expertise, equipment, and team to deliver commercial projects successfully, CPD Group found themselves excluded from tender processes and overlooked by commercial clients. A comprehensive rebrand wasn't just desirable; it was essential to unlock their commercial potential.

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Saint Global’s Approach

Saint Global orchestrated a complete strategic transformation to position CPD Group as a credible, professional contractor for the commercial market. Our intervention extended far beyond visual identity, incorporating our structured Saint BD Strategy to provide CPD Group with the systems and processes needed to pursue and secure higher-value commercial contracts.

This integrated approach combined strategic positioning, brand development, and business development frameworks to ensure their new identity would translate directly into commercial success. By aligning their market presence with their true capabilities, we created the foundation for sustainable growth in the commercial construction sector.

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Brand Identity Overhaul

We transitioned CDP Plastering to CPD Group with a comprehensive rebrand that communicated professionalism, capability, and future-focused growth. Key deliverables included:

• A clean, modern logo and brand guidelines that created consistency across all physical and digital platforms.
• A repositioned brand narrative focused on delivering commercial-grade finishes across plastering, drylining, screeding, and rendering.
• Clear articulation of the company’s mission, values, and tone of voice to reflect their dedication to quality and reliability.
• Scalable branding adaptable to various use cases-workwear, vehicle livery, site boards, documentation, and online channels.

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High-Quality Visual Assets

To support their elevated brand position, we produced high-quality visual content that captured their work, culture, and commitment to excellence. This included:

• A refreshed website structure and content strategy that positioned CPD Group as a multi-service contractor ready for commercial projects.
• Visual elements and service-focused content that highlighted their expertise in plastering, drylining, rendering, and screeding - clearly showcasing the full scope of what they offer.
• Branded assets and digital templates that ensured consistency across online platforms, including social media, email marketing, and client presentations.

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Marketing Collateral & Business Tools

Alongside the visual refresh, we developed tangible marketing materials to support business development and client engagement, such as:

• Branded brochures and capability statements tailored for commercial clients and tenders.
• Uniform and business card designs that reflected the new identity with confidence.

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Strategic Growth with the Saint BD Strategy

A key component of CPD Group’s success lies in the structured Saint BD Strategy, which they are actively following. This business development roadmap provides clear, actionable steps for targeting commercial contracts, engaging key decision-makers, and building a consistent pipeline of work. With Saint Global’s ongoing support, CPD Group is executing this strategy to:

• Establish stronger client relationships in the commercial sector.
• Build operational systems that support scale and professionalism.
• Gain confidence when approaching Tier 1 and Tier 2 contractors and key developers.

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The Results

• ‍Commercial Confidence: The new branding has empowered CPD Group to approach commercial clients with credibility and purpose.‍
• Broader Market Reach: Their refreshed identity highlights the full range of services, attracting more qualified leads across plastering, drylining, screeding, and rendering.‍
• Increased Pipeline Activity: The Saint BD Strategy has helped them implement sustainable growth systems, resulting in more consistent business development efforts.‍
• Enhanced Brand Recognition: CPD Group now stands out in a competitive market, establishing themselves as a reliable partner for commercial projects.

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Conclusion

By modernising their identity and implementing a strategic business development framework, CPD Group has successfully repositioned itself as a credible commercial contractor. The transformation has been comprehensive, moving beyond superficial changes to create genuine market credibility.

The Saint BD Strategy continues to guide their growth, providing structured systems for pursuing and securing commercial opportunities. This strategic foundation has enabled CPD Group to approach the commercial market with confidence, armed with both the technical capabilities and professional presence required to compete effectively.

The results speak for themselves. CPD Group now operates with a brand that authentically reflects the quality and scale of their work, presenting themselves as the professional, reliable partner that commercial clients demand. This alignment between capability and perception has unlocked previously inaccessible opportunities and positioned them for sustained growth in the commercial construction sector.

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