The Problem
From the outset, it was crystal clear that their reputation in the market is strong, however, they were being held back by an abstract and problematic brand identity. For a business with such strength of character, the visual and verbal expression of the brand was missing meaning and clarity.
The Process
Following the research and discovery phase, we ran a series of strategy-led collaborative workshops with a wide internal stakeholder group covering brand ambition, brand definition, brand voice and brand exploration. This process provided invaluable insight and informed the brand strategy.
We identified an overarching truth that Barry Nilsson are a humanistic business with heart. Their focused passion for industry and client relationships drives a progressive, values-led firm with an enviable culture. Commonly known in the industry as BN, they build enduring relationships which have seen them become a reputable and recommended firm to work with, and for.
With the brand strategy in place, our job was to visually and verbally distil and depict the firm with authenticity.
What we did
We crafted a new brand identity that communicates sophistication and intelligence, while feeling friendly and approachable. The brandmark is an abstracted monogram, emphasising the industry’s familiarity with Barry Nilsson as BN. The mark is a balanced grouping of geometric shapes that communicate multiple specialisations and close collaboration. The wordmark is a customised type of treatment that compliments the brandmark and confidently represents a contemporary practice.
The brand identity is flexible and adapts to any application, from the smallest like social and mobile, to the largest like signage, events and advertising.
We developed a comprehensive brand style guide including typography, colour palette, imagery, visual language and tone of voice. Our design considerations also had to work cohesively with the architecture and environmental design of the new Barry Nilsson offices across Australia.
The brand was applied to an extensive suite of business tools and documents, marketing collateral, a new website and brand video.
Working with a national company required us to engage with a widespread team across numerous locations. From meetings and team workshops, to coordinating and art directing a photo shoot in Sydney, to a brand presentation and strategy workshop at a leadership retreat in Hobart – we digitally and physically facilitated the rebrand seamlessly and collaboratively.
Results
The rebrand is both defining and transformative for Barry Nilsson. The new brand identity and messaging resonates with clients, employees, and industry peers – successfully building on their strengths and reputation, while taking them into the future.
We are proud to partner with Barry Nilsson and help create the right brand for a best-in-class firm. A brand that stands out with confidence, clarity and authenticity in a competitive and often cut-throat market.
