As Carne Group’s marketing team and levels of activity grew, so did the number of ideas, channels and identities used to communicate it.
Pinpoint of View, Carneversations, webinars, podcasts, Q&As, the Supermodel newsletter, interviews, events, RegsRadar and more were all being produced with their own look and approach. The content was there, but a cohesive system behind
it wasn’t.
For the growing marketing team, this created unnecessary complexity: too many content streams, too many design decisions and too much time spent managing execution.
They asked us to help rationalise their approach and create a simpler system that would make content easier to produce, manage and scale – while strengthening its quality and consistency.
Bringing everything together
We started by auditing the content Carne was producing across its website and social channels, looking at audiences, naming, formats and how they were creating it.
We identified what could be consolidated, what needed to remain distinct, and how the different strands could work together more effectively. We found that much of the content could sit under a single overarching theme.
We developed an existing name into a stronger platform for Carne’s industry insight and debate:
Carneversations: The voice of progress
We gave it a clear narrative:
A space for the voices shaping asset management to debate the issues that matter most. Ideas tested in dialogue, perspectives that challenge convention, thinking that moves the industry forward.
This brought previously separate communications – including webinars, podcasts and newsletters – together under one recognisable idea. Their regulatory update RegsRadar remained standalone, reflecting its distinct audience and role within Carne’s communications.
A visual system built for efficiency
With the content architecture in place, we created a flexible visual identity for Carneversations around the idea of leadership and progress.
We evolved the line language from Carne’s existing brand identity to create a sense of movement and momentum. This gave the content its own distinctive visual language while keeping it clearly connected to the wider brand.
For RegsRadar, we created a simple identity that turns the line into an exclamation mark and radar – connecting its name and purpose in a single graphic idea.
Designed to work harder
The real opportunity wasn’t simply to rationalise how everything held together visually. It was to make the whole process of producing it work better.
We gave the marketing team an extensive library of pre-designed templates covering everything from image assets for social posts, newsletters and webinar invites to other recurring content.
The result was a ready-to-use toolkit that reduced Carne’s reliance on external design support. We also trained them in its use.
Content could now be produced faster, more consistently and at greater scale – giving the marketing team more time to focus on higher-value activity rather than repetitive execution.
And the results followed
The new system quickly began to make a measurable difference.
Comparing Carne’s Q4 2025 newsletter, using the previous approach, with Q1 2026 using the new system:
Article clicks
+139%
Click-through rate
4.17% → 7.76%
New subscribers in the week following launch
+141%
Readers spending more time on the newsletter
19.65% → 24.3%
Social engagement improved too, with average likes on single content posts increasing by 10%.
“Overall, we’ve found that rationalising everything under the Carneversations identity to be really impactful. And the templates and guidelines have allowed us to streamline our content creation and produce high-quality material at scale, giving us hours of valuable time back.”
Mathew Muncer
Senior Associate – Digital Marketing
Carne Group
The result is a clearer architecture for Carne’s branded content, a distinctive platform for its industry thinking and a practical system of templates and assets that makes high-quality content easier to execute.
By bringing disparate content streams together and designing a system around how the marketing team actually works, we helped Carne turn an increasingly complex content ecosystem into something more focused, efficient and effective.
