Project Overview
Billard Leece Partnership, one of Australia’s most prominent architecture and interior design firms, engaged The Edison Agency to create an innovative solution to help them communicate their newly defined brand purpose.
Project Commissioner
Project Creator
Team
Head of Strategy - Amber Bonney
Group Account Director - Steve Wren
Creative Director - Andrew Ashton
Animator - Ashton Bonney
Project Brief
Their new purpose 'Design for a Healthy World' reflected the practises core belief that the process by which buildings are designed can improve the lives of all those connected with it - putting people and the planet at the heart of their business motivation and actions.
The Edison Agency were engaged by the BLP Marketing team to create a new internal change communication platform, launch program and internal tools and templates that started the journey of sharing and co-creating with all employees and partners alike.
Project Innovation/Need
Their new purpose “Design for a healthy world” reflected the practises core belief that design and the way (process) in which buildings are designed can improve the lives of all those connected with it - putting people and the planet at the heart of their motivation and actions.
Having completed a significant body of work on their vision, values and purpose - the Strategy and Marketing team were looking for support in creating high impact content to showcase and celebrate their next chapter of the growth and sustainability commitments.
Key challenges:
Improve internal engagement (previously low up-take on non-project related initiatives)
Communicate the newly defined vision, values and benefit with inspiring and emotive narrative
Reflect the human-centred, fluid process of design the design process that BLP embraces everyday
Design Challenge
The Edison Agency was engaged to create a campaign solution that helped the business elevate its purpose with a distinct visual identity language system designed to become part of the ongoing conversation about their purpose in action.
The central campaign idea was anchored in the creation of an inaugural “BLP Brand Week’. An initiative that launched the ‘Design for a Healthy World” purpose via a week-long series of virtual Masterclasses, talks and co-creation workshops, exploring the purpose from all dimensions and encouraged open dialogue and critical thinking.
The new visual language system included both static and digital assets that reflected the future ambitions of the business and inspired positive behavioural change in the business. Unlike the typically understated BLP brand expression, the new visual language aesthetic was abstract, bold and unpolished - much of it crafted by hand to reflect the curiosity and dynamic nature of the purpose itself.
The campaign idea was anchored in the creation of an inaugural “BLP BRAND WEEK’ platform, a new initiative that launched the ‘Design for a Healthy World” purpose via a 5 day series of virtual master classes, talks and co-creation workshops.
Brand Week concluded with a Masterclass "The Power of Brand" facilitated by Edison's Founder and Head of Strategy, Amber Bonney
Effectiveness
The integrated solution has helped the business elevate its purpose with a distinct visual identity language designed to become part of an ongoing communication platform. Bespoke hand-crafted illustrations fused with bold messaging and icons capture the fluid, collaborative and sustainable nature of the BLP creative process and methodology.
This campaign planted the seed for future change in the business through improved efficacy of internal communications (no more boring Powerpoint documents) and we are excited to see how this evolves and impacts the way BLP walk and talk with their customers and industry.
Presented to the 200+ BLP employees nationally, this immersive program was the start of an evolving conversation on ways the business can continue to live their purpose through everyday actions and behaviours.
Graphic Design - Identity and Branding - Property - Services
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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