Developing a modern content brand for a distinguished chartered institution

Founded in 1898, the Chartered Institution of Wastes Management (CIWM) is the leading professional body in the UK for resource and waste professionals, and represents more than 5,500 individuals in the UK and overseas. CIWM is incorporated by Royal Charter and is a charity.

The challenge

Only a few years ago, waste and resources were not on the public’s agenda. Waste was collected, buried in landfill and largely forgotten. Today, things are different. Sustainability and targets for net zero carbon emissions are priorities for public, political and commercial agendas. Never has the profile of resources and waste been so high. CIWM needed a content strategy to reflect these changes, and to meet members’ needs and aspirations in this fast-changing world.

The solution

A new content brand was created to present CIWM as a modern, forward-thinking organisation. The content brand needed to demonstrate CIWM’s influence in the wastes and resources sector, and recognise its members’ place at the heart of its work .

To create the new brand, CIWM and CPL One gathered input from key stakeholders in the organisation and across the industry, plus insights from an in-depth membership consultation.

Workshops were held to define objectives, map member demographics, and match them against professional business needs and competencies. This led to the creation of rounded audience personas. Manifestos were then created for a new member magazine and a digital content hub which would be the foundation of the new content brand, Circular.

Circular is a great example of a plan coming together. Working closely with our team at CIWM, the CPL One team have shown their outstanding talent, expertise and attention to detail in areas such as content and design. In addition, they have also been agile and intelligent consultants in helping us resolve a packaging conundrum that, for the sake of our brand and reputation, we needed to get right. We are absolutely delighted with the result.

Paul Sloggett, head of member engagement, CIWM

Client

  • Chartered Institution of Wastes Management

Sector

  • Membership

Expertise

  • Content strategy
  • Design
  • Digital development
  • Editorial
  • Media sales

Deliverables

  • Digital magazine
  • Media sales
  • Print magazine
  • Website

Expertise

  • Content strategy
  • Design
  • Digital development
  • Editorial
  • Media sales

Deliverables

  • Digital magazine
  • Media sales
  • Print magazine
  • Website