Tidying up our act

It’s a strange, but common, phenomenon that whatever the field of endeavour you’re engaged in, this is often the very same area that you neglect — the unkempt locks of a hairdresser for example — no, not you Michael!

Here, Kieron Weedon, Director of Strategy, and James Williams, Group Creative Director, provide some insight into the process and reasons behind some recent changes to our own branding.

KW: Our core values of Respect, Passion, Excellence and Impact, introduced two years ago, have helped shape a dynamic culture here at BWP Group, individuals driven to exceed expectations whilst having great fun in the process. This shared culture has been invaluable in defining our positioning; the difference in service our clients receive is that of an integrated solutions provider rather than individual services. This means a customer-centric, more creative, approach that delivers better value.

Having engaged with a number of clients it became clear that our brand identity did not reflect this positioning or shared culture. We still appeared to be a disparate group of companies under one umbrella brand. The process we followed internally was exactly the same as the brand planning process we run for our clients; identifying our aspirations and points of difference, testing our findings with clients and employees, refining and then developing a brand architecture and identity that better reflected our values and our aspirations.

We embarked on a process of distillation, rationalisation and unification.

JW: Following some frank feedback from customers, employees and friends it was clear that the time had come to do some work on our own visual footprint. As is often the case when organisations grow organically the number of symbols used to represent us had also grown and become confused with extra layers being added to an already disparate set of symbols.

Visually we embarked on a process of distillation, rationalisation and unification to provide a clearer, more consistent, representation of our Group and the entities that form it…

Resulting in an harmonious collective of identites with a shared heritage and vision…

KW: After an internal unveiling we rolled out the branding across a new unified website (where previously we had three!), templates for documents and presentations, business stationery, video assets etc. We also created a suite of internal materials for our teams including a Brand Book, shown here actually on the press…

as well as tone of voice guidelines, an Account Management Best Practice Handbook, a Values Reminder…

and, of course, office mugs…

JW: I was particularly pleased with the Spiro (or slinky) device created to embody and represent the seamless flow of information and ideas between the three divisions…

and with the business cards that use a unique custom-made tricolour, three-ply board which feel (and look) amazing…

We’re ensuring that we LIVE our brand.
What can we do to help you and your employees live your brand?

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