Client • CADSULT
Service • Brand Strategy, Visual Identity, Capability Statement, Website, Advertising
Date • Ongoing
Project Overview
Originally founded in 1993, CADSULT has evolved from a small, one-person design company to become one of the leading irrigation design firms in Australia and internationally. The team has over 130 years of combined design expertise, with projects delivered in 30+ countries and construction budgets in excess of a billion US dollars. They have worked with Nicklaus Design, designed over 150 golf courses, completed more than 1,000 projects, and served over 500 clients globally.
None of that came through in the brand.
The identity looked like a small local operation. The materials didn't reflect the scale of the work. And when CADSULT walked into a meeting with a world-class architect or developer, the brand was working against them before anyone said a word.
The Problem
The gap between CADSULT's capability and how they appeared was significant. Their competitors couldn't match their depth of experience or their global project portfolio. But a prospect looking at their materials for the first time had no way of knowing that. The brand was underselling the business at every touchpoint, in every market, on every project.
When you're pitching billion-dollar projects against international firms, perception matters. A lot.
Objectives
- Develop a brand strategy that positioned CADSULT as a world-class specialist, not a local consultancy
- Create a visual identity that reflected the precision, technical authority, and global reach of the firm
- Build a capability statement that could hold its own in front of major architects, developers, and project teams anywhere in the world
- Redesign the website to communicate credibility and scale at first glance
- Support the brand with advertising that reached the right audiences in the right markets
Scope of Work
- Brand Strategy - Defined CADSULT's positioning as a globally experienced, technically precise irrigation design firm. Shifted the brand narrative from service provider to trusted specialist partner.
- Visual Identity - Created a new identity built around precision, authority, and international credibility. Clean, confident, and calibrated to perform in a professional services context.
- Capability Statement - Developed a flagship capability document that communicated the firm's full breadth of work. Golf courses across 30 countries, elite sporting facilities, major commercial and civic projects, BIM services, water features. All of it, presented in a way that matched the quality of the work itself.
- Website - Redesigned the website to lead with the numbers and the portfolio. 500+ global clients, 1,000+ completed projects, 30+ countries, 140+ school irrigation projects, 150+ golf course designs. The site now tells the story before anyone has to ask.
- Advertising - Developed advertising to support brand awareness in key sectors and markets, ensuring CADSULT was visible and credible in the conversations that mattered.
The Outcome
CADSULT now presents with the authority their track record has always earned. The brand matches the capability. The materials open doors rather than raising doubts. And a firm that has been quietly delivering world-class work for over 30 years finally looks the part.
We are proud to have helped them close that gap.
