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Rebranding can be a big job, but it is also rewarding. It provides a business with an opportunity to wipe the slate clean, regroup and refocus. In terms of marketing, for Beevor inc., this meant a complete identity overhaul. With A4C leading the creative direction, we re-imagined the company's branding, to gear the overall marketing message towards the business' ideal target demographic. Since the company focuses on elite business coaching for established business owners, we wanted to craft an image that would resonate with dedicated, ambitious business owners and/or entrepreneurs looking to improve their leadership skills.
The new marketing message was largely inspired by the photo we chose to lead the new designs. The photo depicts the silhouette of a business man, standing atop a large chess piece, positioned on a chess board with a scattered slew of fallen pieces. We treated this as a visual metaphor for growing a business, implying that businesses rise and fall, but it takes a clever strategy to prosper with longevity in mind. We paired this image with a tag line, and posed the question: "Are you On Top Of Your Game?" asking the viewer to analyze their own strengths and weaknesses as a business owner, thus queuing the proposition of elite business coaching.
We began this rebranding with the logo. Staying true to the company's brand equities, we relaunched the logo with a strictly typographic word-mark approach. As with many of our designs, we started from scratch, crafting each letterform individually. From here, we began to carry the brand across the numerous applications that were to be redesigned in order to coincide with the new identity. These designs included business cards, letterhead, note pads, invitations and even a unique set of four banner stands that would work in conjunction with one another. The banners are roughly six feet high and make for a great branded environment. We stretched the new signature marketing image across three of the banners, each having a balanced focal point and it's own unique content. We added a QR (quick response) code to the secondary stand, as a means of guiding the audience to the redeployed and redesigned website.
The website was designed with the same focus as the print material, to leave a lasting impression while appealing to an exclusive audience. In order to accommodate these expectations we designed and developed an entirely custom website. It was designed to be completely responsive to conform and adapt to mobile devices, as well as standard desktop views. We decided to leverage full background, liquid photography so that the image had the same effect on screen, no matter the resolution it was being viewed with. We experimented with semi-transparent backgrounds to keep the presentation photo-centric, all without compromising text legibility. We also outfitted the site with a CMS (content management system) so that the client was able to manage and control their blog entries as well as the strategic resources section: an exclusive online outlet to provide the company's clientele with the intellectual material that they would require to help grow their business with a strategic mindset. Working in tandem with Zac Jak photography, we also produced a short video to be used on the website that briefly outlines the core components of a successful business which helps to help articulate what insight Beevor Inc. can offer.
Working with Beevor Inc. has been a great experience as we've inadvertently gathered useful knowledge towards owning and running a business. The overall rebranding exercise has been well received and continues to gather positive feedback. We hope that the new image serves the business well in it's very bright future ahead. As far as A4C is concerned, this is a checkmate in our portfolio. View the website yourself and find out if you're on top of your game!
