Igniting careers, transforming workplaces.


Following an organisational reboot, this successful workforce development specialist needed a new name, a new brand strategy and intensive digital marketing support to achieve its ambitious growth targets.

Cidori is a market-leading supplier of bespoke learning and development solutions that drive up workplace performance. The company works with some of the world’s leading brands spanning multiple sectors including training, apprenticeships, logistics, construction and automotive.

Working with Step3, we were approached to define a new brand for the company, including a new name, visual identity and website. A small, but nonetheless agile and ambitious company in their market, we wanted to devise something truly distinctive that would cut through.

Following a short period of investigation, we came up with the name ‘cidori’, a traditional Japanese woodworking method for creating strong and supportive hidden joints. With cidori, there’s no need for nails or glue. Intelligent design makes it flexible, robust and deceptively straightforward. We felt that pretty much summed the company up.

With the name in place, we devised a new logo (based on a cidori joint) and design palette, defined their brand communications through tone of voice development, vision, values and service content, and set this all within a brand new website. Since Cidori‘s launch we’ve continued to work with the company on a retainer basis, developing a range of digital and print assets, advising and consulting on digital marketing, and producing content through case studies, blogs, social media and newsletters.


brand naming, brand strategy and narrative
tone of voice and content copywriting across all digital platforms
targeted email marketing campaigns
social media strategy and management, including staff training
internal values and behaviours workshops
thought leadership 

“We knew what we wanted to say and how we wanted to come across, but couldn’t put it into words. You’ve said it perfectly. You absolutely nailed it.”

Adam Hayes, Board Director, Cidori