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.
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.
Sometimes we venture out into advertising. We’ve done quite a few award winning ads for Reebok‘s agency Sonnenberg Murphy Leo Burnett in Johannesburg, South Africa. For instance this newspaper ad which was created on a Sunday and published on the Monday. Long distance runner Elana Meyer broke a world record – not just by a few second, but with the time it takes you to read this headline. Written by Mark Varder. Winner in The One Show. Winner in Graphis Advertising Annuals. Winner in Communication Arts. Winner in the NY Art Directors Club.
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
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