BAM Branding 2.0
/ The Design Brief /
the problem /
A survey of competitor and industry marketing materials reveals an industry in which it is hard to distinguish one architectural business from another. Most firms use the same types of imagery, similar descriptive language, and offer the same types of services as their key value proposition.
The Goal /
The goal of this brand refresh is to help BAM distinguish itself in a marketplace where architectural services are becoming commoditized. BAM needs to communicate how it is different from its peers and competitors and why this difference is valuable to clients.
The Solution /
In order to cut through the noise of a proliferation of architectural firms presenting themselves in a
“standardized” manner, BAM needs adopt a bolder, more interesting voice to reach its target audience and
underscore its value proposition. We can do this by being:
Boldness Meter
Boldness Meter
/ Design Requirements /
Specific Requirements
Number 1 /
Do not discard the equity we have in the existing BAM wordmark.
Number 2 /
Any new graphic iconography that is part of the brand vocabulary must work with the existing BAM wordmark.
Number 3 /
Need to find a visual or textual way to communicate that BAM is not just an architecture firm. We have an integrated series of skills and services that we offer clients. This is one of our key differentiating traits.
Who Are We?
Values
Nimbleness
Integrity
Deep
Empowerment
Personality
Curious
Scrappy
Knowledgeable
Methodical
Passionate
Optimistic
Empathetic
Tone
Enthusiastic
Calm
Inspiring
Friendly
Presentation
Timeless
Clean
Concise
Futuristic
/ The Solution + Applications /
