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Creating clarity & cohesion
Southern Design Group had a range of impressive sustainability and social impact initiatives, but without a clear structure, their efforts weren’t cutting through. We worked closely with their team to identify the most important initiatives—both for their business and their audience—turning them into the foundation of their sustainability communications strategy.
Unified Sustainability Narrative & Brand Voice
We built a brand platform around 'Conscious Craftsmanship', reinforcing their commitment to responsible material choices and the expert skill of its manufacturing partners. This brand statement brought together a dozen impact initiatives across their Group and Product brands, communicating to values-aligned architects and connecting their impact messaging directly to its commercial and leadership goals.
Defined Target Audience & Market Positioning
While SDG’s product brands had well-defined audiences, there was no clear understanding of who they were speaking to at the Group level. Through strategic workshops, we helped refine their broader target audience, ensuring their messaging resonated with sustainability-focused architects, designers, and conscious consumers. This gave SDG a sharper, more strategic market position.
Internal Alignment & Strategic Clarity
A strong brand starts from within, so we worked with SDG’s leadership team to create internal alignment around their vision, positioning, and key differentiators. By clarifying what set them apart and ensuring everyone was on the same page, we helped them move forward with confidence, ready to communicate their sustainability impact in a way that’s both compelling and consistent.
"Compass Studio was instrumental in helping us clarify our sustainability initiatives and ESG frameworks. With multiple initiatives spread across three distinct brands, our impact was getting lost in complexity. They worked with us to create a unified message that not only positioned Southern Design Group as a leader in sustainable design, but also will best-position our business for global distribution. Thanks to their expertise — our commitment to sustainability is finally as visible as it should be."
Emily Bradley
CEO
Authentic, flexible & unified
Before the strategy, Southern Design Group's brand voice lacked market distinction. We unified their diverse sustainability efforts into a singular, compelling narrative. The result was a clear, authentic voice that strengthened its Group-level identity while remaining adaptable across SDG’s three brands.