Corporate identity · Graphic design · Strategy

Your company is not just a brand, it’s a pilgrimage

You know how motivating it is when you’re on a mission. Everyone needs that – they thrive when they’re doing something that they believe in. All companies need to make money, but what else about your company matters? Do you know? Do you have a sense of it, but can’t put your finger on it? Or have you lost your way, hoping to stumble back onto the road? Do you need a Big-Hairy-Ambitious-Goal?

The work above is an example of a company that owns a Big-Hairy-Ambitious-Goal. Tiger Airlines have grown their market share by some remarkable numbers. Tiger Airlines (named after the regional ‘tiger economy’ phenomenon in South East Asia) is driven by three interdependent components:

  1. Building a name and organisation that truly makes a difference in the marketplace.
  2. Become a leader of great environmental purpose; and
  3. Bring your BHAG to life so that your constituents know exactly what you stand for.

What makes one company thrive while others languish in mediocrity? There’s no doubt hard work involved, but owning a BHAG shows companies and organisations can exude a genuine and truly distinctive sense of purpose. The effect? A good BHAG will neutralise the competition, click with customers, inspire and guide employees, and reshape the sense of what’s possible in the marketplace.

‘It’s not the category you work in, but the business model, the leadership, and the positioning that ultimately determine whether or not you will discover and live out your BHAG.’  Roy M Spence Jr, GSD&M Chairman and CEO, Author

Corporate identity · Graphic design

A new identity for the world leader in biosimilars

Sandoz is part of the Novartis group of companies – and a world leader in affordable generic medicines. As soon as you hear the word ‘generic’, you may think the organisation simply produces copies of medicines without the cost of R&D and patenting, perhaps using inexpensive production lines. In fact, the Swiss-based company has a far more interesting approach: it develops complete new solutions to existing formulas that truly make a difference in patients’ lives. As a result, Sandoz has become a world leader in developing drug-delivery systems and complex biosimilars.

How does a corporate identity begin to reflect Sandoz’s ethos and sense of purpose? Simply, our work is a graphic ‘biosimilar.’ The primary icon is an S born out of three Ss. Repeated and replicated with Swiss precision, the identity offers the viewer a look into a company which provides 90% of the world’s population with sophisticated yet affordable medicines. A global organization with almost infinite facets.

We like to think this simple design principle provides meaning and brings Sandoz to life for customers and employees alike.

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Corporate identity · Graphic design · Web / Interactive design

Ability Business Management Software > Logo / UI / UX / DM

Logo, UI/UX and Direct Marketing concept and design for Ability Business Management Software. Ability™ is like SAP, but for smaller companies. Its uniqueness is found in its inspiring name. In its logo. In its communication.

A decision about a business management system is not taken easily. It’s going to be costly and it’s going to be disruptive. Whether a new system actually works is another matter – there are many horror stories of solutions that took months to implement and of businesses which were worse off after implementation. Which solution to opt for? Considerations include (1) ease of implementation (2) scalability (3) whether the solution is Microsoft-based and (4) return on investment.

The strapline (written by Mark Varder) appeals to the SME’s who are battling to expand and grow their organisations to the next level. Jim Collins describes the problem in his book, Good to Great: “As a company grows and becomes more complex, it begins to trip over its own success – too many new people, too many new customers, too many new orders, too many new products.” Entrepreneurs find themselves bogged down in the day-to-day workings of business and can no longer do the sort of thinking which had established the company in the first place. This insight revealed the deeper problem that needed solving. We had come across Ability’s big idea. Ability. Discover ours. Rediscover yours.  

The logotype. How do you capture the positives of the word Ability and its promises for a business – like growth, progress and solidity? Answer: with a simple, bold, memorable logo design that can stand the test of time.

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Much of Ability’s marketing is done online. The all-important Ability website contains two menus, 1. Organisational 2. Case histories. – Case histories are crucial to the pragmatist mindset of CEOs and CFOs. They add tremendous credibility to the software and a welcome reassurance that the decision to implement Ability is justified. Below, a few examples of the marketing we developed.

The website borrows from Christian Stoll’s wonderful large-scale photography. Christian has a knack for finding futurism in today’s techno culture. His objects undergo a metamorphosis, transforming them into visuals of tactile desire.

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The Ability Seminars. Once Ability had embraced the ethos, “Discover ours, rediscover yours,” it became clear that this should become the central organising principle for the company. As a result, Ability developed its own insightful workshops for SMEs – added value for leaders who want not only to improve their businesses, but up their game when it comes to strategic and visionary thinking.

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Corporate identity · Environmental design · Graphic design · Web / Interactive design

Mademoiselle

Mademoiselle is a self-propelled new business initiative for the Chico’s fashion group in Fort Meyers, FL, USA. Targeting the young female millennium that is highly appreciative of quality, design and appearance, Mademoiselle specialises in exclusive designer scarves and shawls. BHAG Design created an online brand experience to perfectly complement the real-world experience of Mademoiselle. We achieved this not only through careful consideration of the company’s ambitions, purpose and values – but by gaining an intimate understanding of what Mademoiselle’s young professional clientele was actually looking for.

The softly sensuous motion of the Mademoiselle logo is made for the screen. It reflects, of course, the swirling elegance of the scarves and shawls. At the same time, the online experience (below) is everything fashion should be – contemporary and intriguing. An almost tactile sliding device allows women to explore their fascination with Mademoiselle’s design and quality until they are confident to make their special purchase. Shawl designs by Francisco Lopez

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Corporate identity · Environmental design · Graphic design

A new CI for PRO digitaal

PRO digitaal specialises in servicing post production broadcast equipment used in today’s digital studios. The company is based in Hilversum, the Netherlands. By specialising in particular types of equipment, i.e. HD colour correction, Flame, Flint and other cutting-edge soft & hardware products, they are able to offer faster turnaround more accurate than other service centers. The conditions for designing a new identity? Be smart, digital and connective.

Corporate identity (CI). The linear logo design melts the letters P-R-O into one form, reflecting the integrated, highly connective environment it lives in. The company’s marketing communication is focused on its skillful workforce, presented in various styles. We call them PRO’s Special Agents. Award-winner in The One Show for Design and the European Design Awards.

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Corporate identity · Graphic design

Promoting regional culture: Theater Anoniem

Theater Anoniem (Anonymus) is a performance arts companionship that operates on a non-profit basis. It stages theatrical productions – as in staged plays that range from comedy to drama and is based in Lille/Gierle (in Flanders, Belgium). It brings fascinating stage productions to everyone who loves to see local artistry and dialect taken to another level. Its ambitious performance repertoire has local actors on their toes and since we’ve been designing their new identity and announcement posters, crowds have been flocking to the venues. This is a pro-bono project and we work closely together with various stakeholders as directors, actors, photographers, digital artists and printers to get our messaging out there.

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Editorial design · Graphic design · Web / Interactive design

Territory Quarterly publishes a (physical and digital) newspaper on how businesses turn complicated communication problems into unique, important and inspiring solutions. Territory adds value to decision makers, i.e. company leaders, business strategists, agency planners and commercial creatives across the planet. People that need all the support they can get since their prime job is to use ideas and strategies on growing the business’ value, command healthy margins and gain loyal customers.

Initiated, written, edited and designed by BHAG Design Studios in ‘s-Hertogenbosch, Cape Town and New York, Territory offers the latest international insights into developments in marketing across the world.

Advertising · Graphic design · Web / Interactive design

The IUCN Red List is the world’s most comprehensive information source on the global conservation status of animal, fungi and plant species. But it is under threat. Since the Credit Crisis, funding for conservation has decreased 85 percent and our Red List of Threatened Species™ has grown 34 percent. Time to take action. This multi-media campaign is geared towards a range of target groups, from ordinary people to governmental stakeholders across the planet. All initiatives are sponsored by various donors of which the European Commission, the United Nations Environmental Programme, the McArthur / Rufford Foundation, and the French Ministry for Foreign Affairs are the biggest contributors.

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Young woman sitting at wooden table with a booklet with white cover slightly colored in the corners. The white cover can be used for any logos, label signs or any graphic additions.

Young woman sitting at wooden table with a booklet with white cover slightly colored in the corners. The white cover can be used for any logos, label signs or any graphic additions.

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Advertising · Environmental design · Graphic design · Uncategorized

Dishing up Africa’s finest

MultiChoice’s digital TV business stretches over the whole of sub-Saharan Africa; operating across 50 African nations and the adjacent Indian Ocean islands; across many different cultures and languages. It’s the biggest broadcast provider on this massive continent. The company provides multi-channel multi-platform digital pay television services containing +700 channels from Africa, America, China, India, Asia and Europe.
Our corporate communication and social responsibility efforts are designed to grow the company’s reputation and touch all stakeholders – employees, consumers, business and governmental departments – with communication that expresses the company’s ultimate purpose: to enrich millions of eager minds across Africa with the very best (and latest in entertainment, news, education) the world has on offer. We create fully integrated communication – from traditional advertising to interactive promotion campaigns, from CI manuals to company collateral – to both internal and external audiences across the continent.
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Corporate identity · Graphic design

Sonor > instruments true to the instruments that made the music

Logo identity and communication platform for Sonor Audio Speaker Systems, a passionate Johannesburg loudspeaker manufacturer that breaks the mould by making quality products that can easily compete with some of the world’s top brands. Sonor is (and behaves like) a small, niche and artisanal ‘discovery brand’ that talks to new buyers hungry for new and authentic products. At BHAG Design, our job is to create and retain the authenticity and spirit of the brand.

Sonor’s robust, equally leveled logo design tells the story of Sonor’s quest for perfection. At the center of it all, the empirically derived Ohm technology – with unique capabilities to beam separated stereo sound – is further crafted with a high degree of symmetry and precision. On balance, in our view, the logo reflects both beauty and brains.sonorlogo

‘Whatever It Takes’ is Sonor’s basic communication platform. It tells the story of the relentless pursuit to perfect sound reproduction; the technology and craftsmanship, but also the blood, sweat and tears that were shed to reach the goal of producing a product – both in technology and esthetics – that can compete with the best in the world. Sonors are exclusive, hand-made speakers that are made like the musical instruments themselves. The strapline: Instruments true to the instruments that made the music, captivates the company mantra and runs throughout all communication elements. Copy strategy / writing by Mark Vardersonor1sonor3sonor2bsonor4sonor5etra

 

Corporate identity · Graphic design · Thinking

We help businesses reach their full potential – through the power of purpose-driven communication design

Every company needs a purpose. Something beyond making money. It needs to be driven. It needs to make a difference.

But what is your purpose? Do you have one? When you own a purpose, you stand for something that is based on clarity and honesty, promise and delivery.

Great articulation of your purpose is everything. It will set your company apart from your competitors. The work must be positive, inspiring and charismatic. It must have beauty and brains. It must catch the eye and solve the business problem at the same time.

We have strong strategic instincts with an understanding of customer experience methodology, branding and advertising. We are fluent in industry and production processes, software, benchmarks, history and conventions. We are collaborative and are able to work with teams across different markets.

For inspired and focused communication design, look no further. Our work gets continued global recognition from our peers and industry press.

 

 

 

Advertising · Corporate identity · Graphic design

Globe Telecom

Globe Telecommunication Corporation is the largest mobile telecom provider in the Philippines. It believes its 4G network promises not just a faster service for its customers but ‘a hypnotising and fascinating interaction with an ever-changing and evolving digital world’ that includes apps and services, mobile TV, gaming, 3D television and cloud computing. We like to think this logo design proposal is the first experience of that fascination for Globe™ customers. And talking about fascination, isn’t time all logos had movement?

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Corporate identity · Graphic design

Brand new work for the Mbizo Stone Theatre

I’ve been designing announcement posters for the Mbizo Stone Theatre since 2005. Although this imaginary cultural client allows me to experiment with creative styles and crafts, the basis is always formed on actual theatrical works and plays that tour the country. Photography by Jackie Terreblanche and Peter Dellenbach. Digital paintings, illustrations and typographics by Joost Hulsbosch

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Editorial design · Graphic design · Web / Interactive design

Radical change at 75

Corporate communication for Timberland, the American manufacturer and retailer of outdoors wear with a focus on footwear. Timberland (part of the VF Corporation) celebrates its 75th birthday and calls all its stakeholders to join the party. However, it’s not all going to be fun. It’s also a good time to learn in person of Timberland’s new business plan that management is envisioning. To learn and understand the strategy behind it. And what it means for you and the future of the business.

At the same event, as part of this new strategy, CEO Eric Wiseman also wishes to announce a new partnership with English footwear maker Puzo. Enough reason to intrigue and make sure people will attend this important annual meeting. Below is a selection of the various elements we’ve done i.e. company journal cover, invitations, congress banners, and various web elements.

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Advertising · Corporate identity · Graphic design · Web / Interactive design

Doing good in food > Mondelez International Foundation identity & communication

Mondelēz International, Inc. (NASDAQ: MDLZ) is one of the world’s largest snacks companies, with global net revenues of $35 billion in 2012. Their brand portfolio is deep and wide and accommodates a range of famous chocolate, candy and biscuits brands of which some are more than 100 years old and own marketshares of more than 50% in their categories. || As one of the world’s largest food companies, the company takes social responsibility very serious and are committed to fighting hunger and promoting active, healthy lifestyles. The Mondelēz International Foundation wants to give back and do ‘good’. It takes a collaborative approach to tackle these global problems – working with consumers, companies, governments and leading non-governmental organisations.

This uplifting logo expresses the company’s desire to show another side of their business; an important side that stands and acts with purpose, positivity and integrity. Its goal is to develop a healthier world in where all of Mondelēz’ stakeholders can trust and obtain the confidence that is so critical to the company’s future. || Deliverables: Logo, Stationery, Brand book, Brand messaging, Company collateral and widget-based Website.
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Graphic design

TyYoga – Shift your Body and Mind into Balance

Ty Moodley Yoga (TyYoga) offers the comprehensive Iyengar method for yoga in the heart of the city – in the serene settings of the Sandton Mews Garden complex. For Ty, yoga is more than just a form of exercise; it is a holistic experience that benefits the body, mind, and spirit. The philosophy and ideals behind this ancient practice explains how yoga can help shift the stresses of modern living into balance, vitality and rejuvenation. Ty’s customer base does mainly cater for young professionals – therefore, the communication needed to be arresting and fresh. Ty believes these typographic posters express his Balance proposition exactly.
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Graphic design · Web / Interactive design

Print vs Digital

What will happen to print now that digital is taking over so forcefully? Will paper only be good for folding origami? This ironic concept expresses just that. The digital revolution is under way and it has consequences for everybody. What does it mean from a marketing point of view? What are the up and coming digital platforms and which should you be utilizing to reach your audiences? These, and other issues, will be part of a vivid panel discussion of pros and cons: Print vs Digital. Invitation poster and iPad app for congress attendants. For iTV-Asia and Le Royal Meridien Hotel in Shanghai, China. Winner of the 58th Type Directors Club of New York 2012. Gold winner in Graphis Best Poster awards 2012-13. Winner Communication Arts Typography 2013.

Graphic design

Employee Empowerment on the African Continent

African economies are changing fast. It is challenging for any organisation to operate in them, but with more than 1 billion potential customers at hand, the prospects are gigantic. Africa’s hallmark is diversity and widespread research has learned that organisations owning purpose-lead strategies tap better into Africa’s growth rewards than organisations that don’t. African governments and communities will continue to welcome responsible and committed investment that create meaning beyond realising their common profit growth aims. In return, governments offer greater regional access, integration and infrastructure development that hold the prospect of a more connected continent. Purpose matters in Africa, perhaps more than in any other continent — fostering an over-arching goal that can lead to a better life, a better experience, a better relation or better service. It’ll boost your company’s affluence, growth and loyalty. But beware, no purpose-strategy is self-executing: you have to make it real. Sustainable success in Africa is increasingly turning on identifying, nurturing and retaining talented and committed local staff. As a business operating on the African continent, MultiChoice Africa (MCA) is very conscious of its responsibility towards its employee development. The MCA Employee Report communicates its African experiences, stories, goals, and why the business invests so heavily in Africa’s future. It understands that the success of its operations and the prosperity of the communities in which it operates are closely linked to its over-arching purpose: by ENRICHING LIVES, the company actively participates in social transformation and, through technology, enables individuals and communities to help themselves.

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MultiChoice Africa’s activities involve the operation of Pay-Television and internet subscriber platforms across the African continent.

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Book design · Graphic design

The United Nations and Unicef: A global pact on children’s rights

This 24-page booklet explains in simple and engaging language, the Convention on the Rights of the Child, which was adopted by the General Assembly and UNICEF in 1989. The booklet targets children of secondary education institutions across 12 different countries in the Mid and South Americas. The Convention’s 54 articles cover everything from a child’s right to be free from sexual and economic exploitation, to the right to his or her own opinion, and to the right to education, health care, and economic opportunity are part of this education gloss-over. Illustrated by Sam Brown and printed on heavy stock – Translated and published in 12 countries. United Nations 2009, New York, NY.
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Book design · Graphic design

Académie Royale des Beaux-Arts de Bruxelles

The prestigious Art University of Brussels publishes its 300th anniversary coffee table book. One section about previous student David Vasiljevic was designed by BHAG Design. It holds the story of how a Cum Laude student in Oil Painting became one the world’s top 5 beauty and fashion photographers.

Born in Australia and raised between Croatia, Italy and Belgium, David Vasiljevic trained as an oil painter at the prestigious Academie des Beaux Arts in Brussels. After graduating with honours he moved to London, where he started his fabulous photo career. A perfectionist known for his impeccable fashion and beauty images, David is a prolific contributor to several international editions of the big fashion magazines like Harper’s Bazar, Bon’s, Elle, and the French, English, American, Chinese and German Vogue, as well as some other of the world’s most prestigious fashion publications, from i-D to Numéro Tokyo. David is equally reknowned for his flawless, powerful port traiture A-list celebrities such as Penelope Cruz, Naomi Watts, Diane Kruger, Eva Mendez and Tom Ford have all been captured in his lens. His advertising clients include Stella McCartney, Givenchy Perfumes Armani Jeans, Levi’s, and H&M. Born in Australia and raised between Croatia, Italy and Belgium, David Vasiljevic trained as an oil painter at the prestigious Academie des Beaux Arts in Brussels. After graduating with honours he moved to London, where he started his photographic career.

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Graphic design

Announcing the Glyphs’ Typographer App for iPad

Glyphs Inc. has developed an iPad app that lets the professional type designer create, manage and sell his/her font to the professional market. The launch of this important and probably game-changing app is presented at the TypeCon2011. TypeCon is the annual conference presented by the non-profit Society of Typographic Aficionados (SOTA), an international organization dedicated to the promotion, study, and support of typography and related arts. Since the inaugural conference in 1998, TypeCon has explored type for the screen, printing history, Dutch design, type in motion, experimental typography, webfonts, and much more. These typographic posters are part of a total communication program that launches the app at the conference. The project is sponsored by Apple, Glyphs and TypeCon. Typographic artwork by Joost Hulsbosch.

Corporate identity · Graphic design

The identity for Le Centre L’est > Kinshasa’s hottest cultural event hotel

Francophone Kinshasa is the huge, sprawling capital of the Democratic Republic of the Congo. It is hectic, confusing and colorful, a sort of New York of Central Africa. In this vibrant city, (+6 million people) the main thing to do is to simply sniff up the atmosphere; enjoy the Congolese food like ‘foufou’ and ‘chikwange’, listen to the famous ndombolo music, dance and dive into the Congolese way of life. Le Centre L’est is a newly renovated 5-star event hotel that brings together these characteristics in 21st-Century style and sophistication. This, on ancient Congolese art inspired logo, expresses the desire to become the new cultural center within the center of the city. Full identity program for a whole range of hotel collateral and marketing materials. Silver winner at Graphis Annuals 2013.

Graphic design · Web / Interactive design

NeubauLaden

Neubau-Laden owns an extensive encyclopaedia of well over a thousand pictograms of everyday objects and obsessions large and small. Created by Stefan Gandl and his Neubau team, it makes them extremely useful for architects and other creatives who can integrate them into their presentations and visual models. This extensive e-commerce site contains all of Neubau’s 1500 pictograms, including its award-winning Neubau type fonts; bombarded (by some renowned typographers) as the best font of the Century, so far. For AGB and TBWA/Tequila Berlin.

Editorial design · Graphic design · Thinking

We live in a fragmented world — how to maintain a unified brand?

How can brands nimbly navigate the difficult waters of increasingly fragmented markets? How can brand managers win back some of the control they have lost to consumers in the age of social media?

Take for instance the Gap logo fiasco. The company had to pull back its new logo in the face of intense online backlash from consumers who wanted to keep the old one. By contrast, Starbucks’ rebranding and its new siren logo were mostly evaluated as a success. What then determines the hits and the misses in the new branding era?

The answer may lie in how well companies adopt a “transbranding” philosophy and management system.

“Trans” is derived from Latin and as a prefix means “across, on the far side, and beyond.” We commonly use words like “transportation” and “transfer”; in both cases, “trans” connotes a bridging characteristic, whether it is between places, conditions, or people. Thus, transbranding is using brands to connect and effectively move between divergent markets.

Branding has always been an important part of marketing strategy, since many consumers use brand attributes to determine their purchasing decisions. The branding dialogue in the past was predominantly led by marketers, but in the digital era of today, that discussion is heavily influenced by other voices, such as by social networks. This results often in a varied and potentially conflicting narrative about a brand. Transbranding is a call for marketers to retake the initiative in integrating the communication of their brands across offline and online domains.

Companies or people that are successfully pioneering transbranding demonstrate some key “trans” qualities in the following ways:

1. They are transitional. Sometimes a company and its branding has to evolve to align itself with its changing market environment. When this happens brands have to provide strong leadership to make sure its loyal consumers do not feel lost by radical changes, such as by an unexpected new logo. Whereas the Gap stranded their old customers with their new brand identity, Starbucks initiated a longer, integrated, and open effort to help their partners and patrons to transition to the rebranding effort. More specifically, by keeping the siren, Starbucks signaled that the familiar retail experience would continue. But importantly, by omitting “Starbucks Coffee” in the logo, it communicated that its business also consisted of non-coffee categories — in the present and possibly more in the future.

2. They are transcendent. Instead of just catering to the idiosyncratic demands of the micro-segments created by new media, brands should also try to aggregate consumers by finding an appeal that can transcend market differences. A recent Harvard Business Review blog about Gangnam style discusses how a video sang almost entirely in Korean nevertheless became a global viral sensation because, at the core, the music, the humorous visual content, and the artist Psy himself were all universally liked. Brands, too, have to search for that kind of power to attract across seemingly variant markets.

3. They are transformable. With digital domains, like smartphone apps, becoming a new and important battleground, branding elements now need to be visible in a much smaller or dynamic setting. Case in point: DC comics now uses a “living identity,” where its new peelable logo reveals its many superheroes. Whereas its former identity was singular and static, the new malleable brand ID can be flexibly fit to properties, characters, and media, such as in digital devices, where consumers can playfully interact with it.

4. They are transparent. Domino’s Pizza created a stir by conducting a bold campaign where it openly discussed the consumer dissatisfaction and quality issues facing the brand and how it was going to overcome them. Brand transparency is important in honestly addressing consumer complaints, especially since, when left alone, they can be spread quickly on social networks. Companies, however, need to determine the proper level of brand transparency by weighing its impact on other branding factors, including trust, mystique, storytelling, and surprise.

While it is true that the changed media landscape has made life difficult for marketers, the good news here is that a transbranding mind-set can help managers cross over the old-school and new-school branding divide.


Dae Ryun Chang is Professor of Marketing at Yonsei School of Business, Seoul, Korea. Follow him on Twitter at @daeryun. Don Ryun Chang is professor of branding and design management in the department of visual communication at Hongik University and a former President of the International Council of Graphic Design Associations.