Our current online marketing campaign showcases ordinary consumers who are more media-literate than you might think. They have quite mature (and often skeptical) opinions about how a brand should look, speak and behave. In short, they prefer to buy products and services that reflect their own values and beliefs. Today’s customers are simply much more aware of what a company does, and for what it stands.
South Africa has almost no culture of saving money. With minimal social pressure to do the right thing, many people procrastinate and leave it too late. Working with a small budget – using outdoor, radio and social media – we have helped Satrix become a household name, synonymous with long-term investing made easy. With the promise of good things to come, this particular campaign encourages people to take the first step. (In collaboration with VH brand developers)
Mademoiselle is a self-propelled new business initiative for the Chico’s fashion group in Fort Meyers, FL, USA. Targeting the young female millennium who 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 are 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. The parallax 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
The creative brief for a logo for Wiseware-Micron® — the Denver based microprocessor assembly & sales startup for SMEs (supported and funded by Intel®) — was clearly defined.
Please make sure our name is somehow reflected in the icon; make clear what a processor does (connect, control and distribute information); and above all, make us look professional and trustworthy to
decision makers. On top of this, a special wish from CEO Harry Wiseware: to somehow not forget about our local native American Navajo roots.
The finished logo features all of the above and overall, shows a well-balanced interplay between the two letters that surround the square microprocessor in the middle. The identity is versatile in usage and reducible to the smallest possible (chip) size. But most importantly, the logo speaks to the strength and directness needed to be memorable and successful in this highly competitive business sector. (Project
Founded in 2001, Axiom Law had experienced early success, but needed a more distinctive identity that could help them overcome some significant hurdles before taking their business to the next level. We developed a BHAG strategy that positions the brand as an organization that redefines the business and image of Law. Bring humanity, friendliness, and warmth to an industry that can be lacking – all the while balancing the joy and playfulness with an edge of intelligence, sophistication, and grandeur. In that way, Axiom Law matters and it reflects throughout its brand communication. As part of a creative partnership, we were able to help Axiom develop a clear visual aesthetic and pinpoint their company voice. Each piece of communication is seen as an opportunity to create a meaningful interaction with a client, employee, or potential recruit that sparks an emotional response, drives action, and forges loyalty.
Sony Electronics USA needs to rekindle its innovative spirit, inspire its workforce and position its global brand with a tech-loving society. After a comprehensive immersion into the principles that CEO Sir Howard Stringer was bringing to the Sony corporation, we proposed the demanding, inescapable brand idea:
Get There First is about believing that Sony is at the cutting edge. That if you buy a Sony product you are ahead. The words are true of Sony’s heritage. You can believe that Sony, if anyone, got to things first. They invented the whole thing of electronic gadgets. And have continued, more or less, ever since. Both management and employees at Sony Corporation must live up to the company’s idea in order to survive. The Get There First campaign is split between internal, external and retail audiences and uses all media components. Building Sony’s reputation makes use of inspiring stories – headed by known and unknown people and often related to Sony’s entertainment and engineering business. Every touchpoint strengthens a new belief in the company’s capabilities and ethos. Get There First expresses the human desire to be one step ahead, to be a boundary breaker, to be an innovator.
In quintessential retail, the proof is in the pudding. Sony’s intrinsic product benefits form the basis of each message and answer to the brand idea of making lives better through product innovation. Get There First becomes very powerful.
- It helps shoppers to reason-why they’re paying a premium for an innovative, superior technological advanced product.
- Consumers like to buy into brands that stand for something. Who are on a mission to change the world for better.
- Sony acts like an early-adopters brand again. Leading the way. It says, this the way the world is moving, get there first.
For Powerpact LLC Dallas, New York, San Diego
Innocity, a tour operator promoting Dutch innovation, likes to publish a monthly journal on science, technology and human behaviour. Its international target market is everyone interested in new, groundbreaking research and development. The magazine’s content platform has exclusive access to various universities and scientific laboratories across the world. This initiative for Innocity is conceptualised and designed by BHAG Design in the Netherlands.
Business strategy, no matter how well researched and articulated, is only as good as its execution. Many strategic consulting firms are frustrated developing strategies for clients only to see them struggle with execution. BTS Group AB in Stockholm, Sweden, is the world leader in customized business simulations that enable companies to test and try-out their business plans before anything goes ‘live’. Along the way, people practice alignment, build confidence, bolster competence and motivate action that dramatically increases the odds of winning… This BTS logo idea illustrates the business’ offering, showing one half of the sphere still in development.
Our experience has taken us to work on decisive communication projects from the Netherlands, USA, South Africa, Germany, UK, Belgium, Australia, the Middle East and China. From our offices in Den Bosch, the Netherlands, we intent to produce work that matters and breaks through the clutter.
We help leaders develop a difference that matters
Every leader knows that they need to grow value, command healthy margins and gain loyal customers. They do the necessary. They develop their leadership, cut their costs, optimise their supply chains, improve their call-centres…
But is it sufficient? How do they get their hands on ‘a difference that matters’? How do they bring to the boardroom that Holy Grail – a long-term competitive advantage? In their ongoing wrestle, how many business leaders treat their brand strategy as an integral part of their business strategy?
A change of mindset is required. Mark Varder, BHAG Design’s international Brand Strategy Director :
Why would you omit the single largest generator of shareholder value from the development of your business strategy? Far from being the soft stuff, a brand generates 30 to 40 percent of a business’s shareholder value. Your brand has the potential to be your guiding ethos, your difference that matters. Business strategy and brand strategy should be developed concurrently, informing each other. Together they should generate the twin strands of your company’s DNA.
At BHAG Design we believe that your brand commands immense power. It is the sum total of people’s experiences of, perceptions of, and respect for your business … Your business matters. Your brand has the power to make it matter more.
> Feel free to contact us on how we can help your business matter more. Our initial consultation is free of charge and we obviously treat all information as confidential. email@example.com <
Award-winning logo and UX design for Infinites Music Radio Corp. an DAB streaming music station from Greenwich, CT, USA.
Contemporary technology used to produce a logo that is endlessly fascinating – in the same way that the online music provider uses technology to express an endlessly bewitching mix of jazz and other contemporary music styles. Music for the real music ‘connoisseur’ if you like. Or, as the strap line claims: Music for Dreamers. The service has two subscription plans: a free subscription supported by advertisements, and a fee-based subscription without ads. A free account user may reach the streaming limit of 40 hours per month, and continue unlimited streaming by paying €20. Soon, the company will introduce “Infinites Mobile” for mobile phones and the “Infinites in The Home” wireless computer appliance. Infinites has currently 120,000 tracks in its library and hopes on reaching 5000 users in its first year. Gold winner at LogoLounge Awards 2015
Mondelēz International, Inc. (NASDAQ: MDLZ) is one of the world’s largest snacks companies, with global net revenues of $35 billion in 2018. 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 market shares of more than 50% in their categories. || As one of the world’s largest food companies, the company takes social responsibility very seriously 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.
The IUCN, based in Geneva Switzerland, is the world’s largest environmental organisation — it has 1,200 government and NGO members and 11,000 experts in 160 countries around the world. We wanted IUCN’s identity to reflect its stature and authority – and to make the organisation look unapologetically modern and professional. Funding from governments and multinationals is critical.
The grid of dots represents IUCN’s global network of experts and how the organisation can link them together to create informed decisions. The dots also represent the interconnectedness of life. The images are either from very high up or from very close – to communicate the scale and the detail with which IUCN works.
In addition, we introduced IUCN to a phrase that, after the environmental degradation of the 20th Century, would sum up their contribution to the planet going into the new millennium: A more responsible century.
The IUCN produces annually more than 100 books and journals out of their London publishing house. This design provides the organization with a coherent and democratic look and feel.
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?
If a product is what you are, then a brand is who you are. A brand should make a business identifiable, memorable and, above all, meaningful in someone’s life.
The work above is an example of a company that owns a Big-Hairy-Ambitious-Goal (BHAG,) a purpose-driven Big Idea that will make you stand out, humanize your business and give meaning to all stakeholders. Tiger Airlines have grown their market share by some remarkable numbers. The business (named after the regional ‘tiger economy’ phenomenon in South East Asia) is driven by three interdependent marketing components:
- Building a name and organisation that truly makes a difference in the marketplace.
- Become a leader of great environmental purpose; and
- Invest in bringing our goal to life so that our constituents know exactly what we stand for.
What makes one company thrive while others languish in mediocrity? There’s no doubt hard work is involved, but owning a BHAG / Big Idea shows companies and organisations can exude a genuine and truly distinctive sense of purpose. The effect? The brand will neutralise the competition, click with customers, inspire and guide employees, and reshape the sense of what’s possible in the marketplace.
The National Endowment for the Arts created an online platform to allow ordinary people to participate in the arts. ‘Art Works’ allows them to experience the power of their imaginations, develop their artistic skills and even share their enthusiasm. ‘Seeing Art in Everything’ is the campaign that BHAG Design developed for the platform. We developed the strategy, the naming, and the logo that practices what it preaches – seeing art in what at first seems to be a random collection of shapes.
Corporate Identity, 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.
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 content 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.
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.
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, DaVinci and other cutting-edge soft & hardware products, they are able to offer faster turnaround more accurate than other service centres. 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 appears in relevant media components and is always focusing on its skilful workforce – we call them PRO’s Special Agents. Award-winner in The One Show for Design and the European Design Awards.
To build and manage your reputation is a fine art, and for good reason. You have to consistently prove that what you stand for is what you do. The Yale University in New Haven CT organizes workshops for anybody with an interest in getting immersed into the world of science, medical, business and the arts. They’re headed by Yale’s top professors – and other guest speakers – and involve the audience to participate in the discovery and understanding of the topic. Besides the workshop’s marketing success, they’re also an economic success (tickets range from $75 > $100) and are generally sold out within a week. You can recognize the announcement posters by its distinctive red and black color combinations.