Branding bees
Survey, development, and creation of the corporate, communications, and cultural image of a small but growing development company.
Bzzz…
One of the things I liked most about working at GenuineBee was that, as a startup, it didn't have a pre-established identity. And that was a great and exciting challenge: creating a complete brand, both inside and out.
More than bees
GenuineBee is a 100% horizontal company, so to conceive and develop the corporate and communications image, we worked with the entire team to define the attributes and concepts we wanted to convey. In these instances, we agreed to communicate a somewhat disparate mix of attributes, but this gave it an even greater challenge:
Sophisticated
Technological
Dynamic
Agile
Sassy
Creative
Sympathetic
Organic
Colorful
Cheerful
And so we co-created an identity that is part of a whole and of which we are all a part: logo, color palette, corporate typography, tone of voice, identity rules, standards manual, applications for different uses (digital platforms, graphic materials), and more.
To showcase the new brand, we created an intranet called Hive, containing all the information future team members would need to learn about the company: useful information, a digital library, templates, a standards manual, a corporate image bank, brand elements in all downloadable formats, and more.
We also created dynamics to help the team familiarize themselves with the company in a friendly, interactive, and fun way. We created workshops, meetings, and games of various kinds (for example, vector stickers with brand elements to help them learn about and apply them).
Regarding our clients, we created an intranet for each of them with corporate resources, brand guidelines, documentation, technical data, useful links, and communications to serve as an information and consultation center.
