Brand management


Case Study

“I was very pleased with the way Cream interpreted the Wyedean brand and was able to use a combination of images and copywriting to present the company to new international markets.”

Robin Wright, Managing Director

The Brief

Manufacturer of uniforms, braiding and accoutrement, Wyedean approached Cream for help with exhibition strategy. The historic HM Armed Forces supplier was exhibiting at the prestigious IDEX event in the United Arab Emirates for the first time and wanted to make a real impact.

The brief was to represent all the different markets in which Wyedean operates, and to provide information in both English and Arabic.

Cream's Approach

Cream’s brand management experts considered the target audience and decided to go for image led, visual collateral. The inspiration was prestige car brands, teaming aesthetics with heritage and performance. Using its partner network Cream proposed an outer folder with seven individual inserts highlighting specific industries. Each one was printed with English on one side and Arabic on the reverse. The folder also carried a web key which was pre-loaded with Wyedean’s corporate video to bring the brand to life.

Cream project managed four different suppliers including photography to complete the project within a strict deadline.


The finished product placed Wyedean firmly in the 21st century, whilst making the most of its heritage. Snappy copy was worked in amongst large, glossy images which showed Wyedean’s specialisms off to perfection. The brochures proved popular at the IDEX exhibition and have created a positive perception of the Wyedean brand on an international stage.