Detangle a complicated brand offering to create clear brand guidelines
Create clarity in communications
BPP’s brand architecture had grown unwieldy. It needed a proper rethink.
With master brands sitting awkwardly under sub-brands, muddled staff roles and no clear communication style, we had our work cut out. We sought to create clarity. We formalised a hierarchy to ensure every division sat harmoniously with each other, and rationalising BPP’s messaging using “quote, question, qualify” as our mantra. To the academically and professionally minded BPP, the idea of presenting a fact (quote), challenging it (question) and offering a substantiation (qualify) resonated well, and with this as our foundation we could create distinct visual identities for each division before binding all of our rules together into an easily-digestible set of brand guidelines.