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 and no clear communication differentiation or style, we had a real challenge to overcome. We sought to create clarity. We formalised a hierarchy to ensure every division sat harmoniously with each other, and rationalising BPP’s heavily-audited 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.