We appointed Creative Spark to deliver a new look and brand strategy for BPI. They challenged us to think beyond a visual rethink, and really got under the skin of our business, and the brand solution captured who we are brilliantly. However, it was the website project that was the key component for the success of our business. Sparks digital team expertly guided us through the process and delivered a great looking, high-performance website.
BPI Auctions
It was a thumbs up all round.
When one great job leads to another.
BPI is an online auction house specialising in the purchase and sale of industry items. Traditionally, their customers have been comfortable with the hammer and gavel approach, but BPI’s no-nonsense solutions coupled with the best tech are making its online auction house easy and accessible allowing more buyers to reach more customers than ever.
When BPI approached us, their brief was quite simple - they wanted our help to create a future facing brand identity that would solidify their company as THE go-to online marketplace for industry.
- Brand
- Strategy
- Marketing
- Web
A bold vision for ‘Smart-Grafters’.
BPI are solution-finding, ‘smart grafters’ who deliver friendly and helpful customer service via collaboration to ensure accuracy. It’s this go-getting, doing-the-do attitude that is helping them to transform the auction house into a vibrant online marketplace.
However, they understood their need for a brand transformation that would position them as the market leader in online auctions for Industry, and set them up for their ambitious growth goals
Empowering savvy industry buyers.
We conducted in depth external research and workshops with BPI, from this we developed a brand strategy that informed their internal business objectives and inspired its external look and feel.
We discovered that BPI’s customers are predominantly a savings-savvy and straight-talking bunch, seeking a fair deal from an honest dealer. Our brand personality needed to communicate to customers how they can buy and sell industry items in the smartest conceivable way—less confusion, more clarity and fairness.
Setting BPI up for success
We created a comprehensive brand book and a toolkit to empower BPI’s teams, including marketing assets, along with a suite of materials integrated into their CRM.
But at the core of it all was the website. Since BPI’s website is central to their business, getting it right was crucial for their continued success. We focused on designing it for future growth, ensuring flawless user satisfaction, and positioning BPI as a market leader in the world of online auctions.
It was a thumbs up all round.
In true grafter spirit, the BPI team didn't waste a moment ensuring the consistent roll out of the new brand across all touchpoints—from sales decks to vans and everything in between.
They have already benefited from initial impact growth and have been growing ever since. It has had a huge positive impact internally and on their client base, and they continue to lead the way in online industry auctions.
Bold. Simple. Job done.
Based on our insights, we challenged them to think deeper than just ‘a visual rethink,’ to develop a brand that could set them up for the future. We developed their no-nonsense strapline: Bid. Sell. Buy. BPI. and the ‘Thumbs Up’ marque.
Both captured perfectly the down-to-earth identity in keeping with their northern roots as well as aligning to the tone of the industry. Equally, our suggestion of using a vibrant orange and blue colour palette really helped the brand stand out in a digital space.
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