Platform Ecosystem / Workforce

Three brands, one strategy. And investor confidence before launch.

Client work

Circl Group · Platform Ecosystem / Workforce

  • 3Brands built across the group
  • +250%Marketing-sourced pipeline growth
  • <4 wksNational enterprise activation (key customer)

THE RESULT

What changed.

  1. Brand architecture

    BeforeFragmented sub-brands

    AfterOne modular architecture

  2. Marketing system

    BeforeDisconnected execution

    AfterOne performance system

  • AFR #2 Investor confidence, pre-launch Backed as a top fastest-growing company (2023) before a brand went live.
  • 2,000+ MQLs per month Sustained over 8 months at 50% below benchmark CPL.
  • 3 Brands, one strategy Three brands unified under one modular system.
  • <4 wks National enterprise activation Key-customer rollout live in under four weeks.
  1. Discover
    • Commercial goals
    • Segments
    • 3-year roadmap
  2. Design
    • Modular multi-brand system
    • UX
    • CRM
  3. Deploy
    • National multi-channel activation
    • Dashboards
  4. Deepen
    • Ongoing brand
    • Campaign and performance strategy
Seven swimmers in green forming a circle on open water, shot from above

THREE BRANDS, ONE STRATEGY

Separate businesses, moving as one shape.

BEFORE / AFTER

Drag to see the distance.

The Circl Group website
Before Fragmented sub-brands After One modular architecture

THE WORK

What we shipped.

  • Circl style guide: The system that set how the group looks and speaks. Brand identity
  • Circl Group: Circl group brand, Brand built across the group Circl group brand
  • Circl Group: Field operations, Workforce photography Field operations
    • Modular multi-brand architecture
    • Unified visual + verbal system
    • Content playbooks + UX
    • CRM automation
    • Multi-channel performance engine
    • Investor reporting dashboards
    Everything shipped
The Circl, Chekku and Cynnch brand systems side by side across web, app and print

Circl, Chekku and Cynnch: each its own brand, all one system.

They built the engine and the commercial momentum followed.
Aaron Aitken Founder & CEO, Circl Group

SEE THE WORK

Don't take our word for it. Open it.

  • circl.au preview
    Website

    circl.au

    The group site, the front door to every venture.

    View & open
  • Circl style guide preview
    Brand identity

    Circl style guide

    The system that set how the group looks and speaks.

    View & open

AT A GLANCE

Objective

Give a fast-growing group one architecture, so it is easier to understand, sell, fund and scale across the group's brands.

Key results

  • One modular brand and communications system across three brands
  • Marketing-sourced pipeline up 250%
  • National enterprise activation delivered in under four weeks
  • AFR #2 fastest-growing company (2023)

Constraint

Rapid expansion had outpaced the marketing infrastructure: multiple brands, fragmented messaging and disconnected execution.

Jewell's role

Multi-brand strategy, investor narrative and an operational marketing system, then continuing as strategic marketing partner.

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WHAT THIS TOOK

Brand architecture Performance marketing Group narrative Investor narrative

Tap a capability to see every engagement where we've used it.

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