How We Helped Five Companies Speak with One Voice (Without Starting an Argument)

Ever tried to get five strong personalities in a room to agree on one outfit? That’s essentially what our client Calztec asked us to do—only instead of outfits, it was logos. And instead of people, it was a group of different business divisions all trying to look unified without losing their individuality.

Challenge accepted.

From Fragmented to Focussed

Calztec, based in Bromsgrove, had grown into a bit of a multi-headed beast. Each division had its own identity, from energy to estates to maintenance. Great for expertise. Not so great for brand recognition. Our brief? Bring everything under one cohesive brand that still allowed the individual areas to shine. Think: Avengers Assemble, but make it design.

Enter Adroit Commercial.

We helped rename, restructure, and rebrand the business into a masterbrand with five connected (literally) divisions:

Adroit Commercial – the parent brand and new strategic umbrella

React Energy – the green-thinking division

Adroit Estates – fresh, modern, property-minded

Calztec Fitout – sleek and sharp

Calztec Maintain – dependable, cool-headed support

Each logo works on its own. But when placed together, they connect to form the vibrant, geometric “A” of Adroit Commercial. Satisfyingly modular, and a bit addictive to piece together. Like design Tetris.

Bold. Bright. Built to Last.

We leaned on angular, faceted forms and a strong colour palette to carve out a distinct visual language for each division—while keeping enough consistency to feel like part of one family. It’s bold, without shouting. Modern, without chasing trends. And, most importantly, it gives Adroit a scalable identity they can grow into.

The feedback? Let’s just say the client didn’t just like it—they clicked with it. (Literally. Once they saw how the logos fit together, there may have been some desk-based applause.)

Why It Matters

For growing businesses, clarity is currency. A clear structure helps customers understand what you offer. A joined-up identity shows you’re organised, future-facing, and serious about your place in the market.

If your business is starting to feel like it’s split across too many directions—or your logo’s still stuck in the ‘90s—we should probably talk.

Coffee’s on us.