Deliverables:Brand visualisation / digital strategy / website / photography / print
Rebrand helps workspace fit-out company find new focus, exceed turnover target, and break into new sectors.
BW: Workplace Experts (formerly known as BWI) are a workspace fit-out and refurbishment company based in London with clients including Coca-Cola, Selfridges, and Amazon. Established in 1999, BW have built a reputation for the quality of their projects and friendly customer service.
With a new senior management team in place and ambitions to double the net worth of the business over the next five years, BW needed a new brand to help them towards these goals.
Through our unique process, we worked with BW from the inside out, carrying out a complete rebrand to reposition them their sector. As BW is an organisation with construction sites across the UK, we took the time to visit some of its key locations and speak openly with staff at every level. We also interviewed company directors and internal employees. This helped us to understand the heart and soul of the business, to ensure every opinion was reflected in the rebrand.
After the research phase, it was time to consider the new brand identity. It was our goal to create a strong brand narrative using just the logo. With ‘BWI’ not standing for anything positive, we were in a position to rename the organisation.
We advised they drop the ‘I’ of BWI and become BW, to instead stand for Built With. We created a narrative at the core of the businesses that has endless creative opportunities and messaging integral to every brand communication.
The logo needed to work on large-scale areas such as its construction site corex boards, as well as translate for everyday corporate use. This requirement led our design styling for the BW brand – as we needed a logo which was clear, easy to read, and memorable from a distance. We produced a collection of documents to convey the new brand’s key messages, and the strong ‘BW’ works on all those fronts – flowing through all creative outcomes.
It was important for us to add a final layer of messaging to the BW brand. From the research, it was clear that existing and previous clients felt BW delivers projects above and beyond expectation, and their stand-out feature is their skill levels. Therefore we wanted to deliver a brand with a positive and empowering message to clients and staff alike. We achieved this by adding the strapline of BW – Workplace Experts. Through this narrative we have created a stand-out visual identity for BW to catapult it head and shoulders above the rest.
The digital outcome of this project was seen as the most important brand touchpoint for clients and users. The website had to work the hardest of all the brand assets to convert leads, deliver information and help shape a positive opinion of BW. Based on all of our research, analysis, and client input, we devised a stunning new website. This included changing the domain name to www.wearebw.com to create a more positive and empowering feel.
BW were keen for a ‘big bang’ launch for the new brand so it was rolled out on a single day. It was announced during the annual staff conference while the company website was changed to www.wearebw.com, all staff emails were rebranded, and they were each handed a branded bag with their new business cards, stationery, promotional merchandise and the new company brochure.
BW construction sites across the UK were rebranded over the weekend, so workers arrived on-site Monday to the newly branded safety equipment and signage. This generated internal hype and buy-in for the rebrand.
“Pixeldot was a valued partner during the rebranding of BW. Their depth of thinking, creative solutions and careful attention have been integral to the success of the project. The high quality work and responsive service sets Pixeldot apart from a lot of other agencies. It has also been a lot of fun doing business with them and we look forward to continuing the relationship across other projects.” – Anthony Brown, Sales & Marketing Director, BW
“It has been a joy to work on creating the BW brand. Anthony and all at BW have been so positive to make a real and lasting impact in their sector, meaning we have been able to explore ideas and to discuss future development in the same breath as the here and now.
It was so important to us to create a brand that encompassed a strong narrative within the logo – we wanted a stranger to be able to look at it once and fully understand what BW does and what makes it different, and we hope that through BW: Built With, we have been able to do that.” – Luke Taylor, Pixeldot
A major part of the branding excerise has been to bring the personality, fun and people at the heart of the BW project to life in the brand. Our Creative Director Luke is on in-house photographer and has been documenting the business over the course of the brand, creating portraits of the people that matter to the business and showing life on site in a way that few other construction comes do. Shown below are a range of imagery from his banks of shots.