Interbrand’s line is pro creation

Interbrand has created the name, identity and positioning for Co Create, a Hewlett-Packard sub-division producing CAD software design.

The parent company’s reputation was holding back the division, so Interbrand “distanced it with its own name and identity”, says director Simon Mottram.

Interbrand worked with the management team to devise Co Create’s vision, after winning a four-way proposals pitch last March which included Landor.

As the launch was planned for November and the name was not finalised until October, “we had to do the identity before doing the name”, explains Mottram.

Interbrand is believed to be working on showroom interiors for Volvo. An Interbrand spokeswoman could not comment.

Interbrand is bringing in McBain, Noel-Johnson client services director Bruce Webster to head up its design division. Webster, who will be on Interbrand’s UK board, joins the group in April.