How AJK Creates guided a smooth acquisition journey—rewriting content, shaping comms, and protecting brand equity at every stage.
Preserving What Matters in a Time of Change
When a company is acquired, it’s not just operations that shift; brand equity is on the line. Without clear messaging and confident leadership, businesses risk losing the trust they’ve spent years building.
At AJK Creates, I help organisations navigate those critical moments of change, bringing strategy, clarity, and connection across every touchpoint.
Here’s how I supported Candeo Vision as they transitioned to become part of CTI, one of the world’s largest privately held AV integrators, while protecting the value of both brands.
1. Rewriting the UK Story: Website and Sales Assets
One of the first things to tackle was language. CTI’s global brand was strong but UK buyers needed to hear a tone that reflected their own context.
- I rewrote all UK website content to reflect CTI’s new presence in the market: human, relevant, and SEO-smart.
- Developed a UK-specific sales presentation that allowed the team to speak with confidence in their own voice, all backed by the strength of a global brand.
Result: The UK team had tools tailored to their audience, helping to build trust without losing momentum.
2. Making it Legal: Policies and Protection
With a new brand comes new responsibility, especially around trademarks and data.
- I created all-new website privacy policies to ensure compliance from day one.
- Guided both UK and US teams on trademark requirements, bridging the legal differences and highlighting action points to be compliant in the UK.
Result: A confident, compliant launch with no legal loose ends to threaten brand credibility.
3. Bridging the Teams: Aligning People and Purpose
Perhaps the most valuable work happened behind the scenes.
- Helped to bridge the cultural and operational gap between the UK and US teams by translating expectations, clarifying needs, and building mutual trust.
- Offered ongoing internal messaging and reassurance, helping both teams feel aligned, informed, and part of something bigger.
Result: The teams didn’t just coexist, they started working as one. This internal alignment protected employee confidence and brand integrity during a vulnerable time.
4. Communicating the Change: Social Media & Stakeholders
Brand transitions don’t just happen internally. The public needs to understand what’s changing—clearly and calmly.
- Created social media and news content to manage the brand transition message externally, preserving audience trust.
- Guided the US comms and marketing team through UK-specific content, legalities, and tone of voice, ensuring consistency across regions.
Result: A unified, confident message that protected Candeo’s reputation and strengthened CTI’s entrance into the UK market.
5. Protecting Brand Equity Throughout the Process
Candeo had built years of trust and recognition in the UK AV space. My role was to ensure that this brand equity wasn’t lost in the acquisition but carried forward and amplified.
Through carefully crafted content, legal clarity, internal reassurance, and strategic communication, I helped both brands move forward without losing what made them valuable in the first place.
When Change Is Done Right, Everyone Wins
My role wasn’t just about content. It was about connecting people and protecting the brand’s value from legal foundations to public perception.
When transitions are handled with strategy and empathy, teams stay engaged, customers stay informed, and brand equity is not only preserved but strengthened.
If your business is undergoing a transition, whether it’s an acquisition, rebranding, or internal growth, let’s talk. I help organisations turn moments of change into opportunities for clarity, connection, and forward momentum.
