CWJ Consulting

Brand redefinition and sub-brand creation for emDash

CWJ Consulting was founded in 2006 to meet a growing demand for delivery-focused consultancy support in large-scale system implementation. The company specialises in technology architecture, project management and programme delivery, supporting some of the UK’s largest energy companies in implementing complex IT systems.

Working directly with clients and in partnership with system integrators, CWJ Consulting developed its own specialist Environment Management tool, emDash. Initially created to deploy OpenLink’s Endur ETRM system, emDash evolved into a flexible platform for modelling and provisioning development and test environments, reducing delivery time and cost while improving implementation quality.

We collaborated with Trek Bikes to produce a series of product renders for their new Fuel electric bike. The incredibly small and lightweight motor system manufactured by German specialists TQ sits at the heart of this incredible mountain bike.

Sector

Technology and Energy Sector

Services

Brand strategy and repositioning
Brand identity design
Sub-brand development
Brand architecture
Visual identity systems
User interface design
Marketing collateral and implementation

We collaborated with Trek Bikes to produce a series of product renders for their new Fuel electric bike. The incredibly small and lightweight motor system manufactured by German specialists TQ sits at the heart of this incredible mountain bike.

Brand Identity Design

The challenge

CWJ Consulting approached Zavial to modernise and strengthen its primary brand, positioning the business as a confident, innovative technology consultancy operating within a highly competitive market.

Alongside the main rebrand, CWJ required creating a distinct yet connected sub-brand for its proprietary software platform, emDash. The objective was to establish a clear brand architecture that allowed both the consultancy and the software product to stand independently while remaining visually and strategically aligned.

Our approach

Zavial developed a bold, contemporary brand identity that reflects CWJ Consulting’s technical expertise and forward-thinking approach. A new abstract symbol based on the letter “C” was created as a flexible brand device, forming the foundation of a cohesive visual system that could extend naturally into sub-brands.

For emDash, this symbol evolved into a distinct marque that retained clear visual links to the parent brand. Bold colour graduations were introduced to bring warmth and energy to the identity, helping CWJ and emDash stand out within the technology and systems consultancy sector while maintaining professional credibility.

Delivery

The new brand was implemented across multiple touchpoints, including business stationery, merchandise and digital assets. Zavial also designed elements of the user interface for the emDash software platform, ensuring consistency between the brand's external presence and the product experience.

The rebrand strengthened CWJ Consulting’s market position and supported the launch and growth of emDash as a standalone software solution. The refreshed identity helped the business secure new high-level contracts and reinforced its reputation as a specialist consultancy within the UK energy and systems implementation sector.