BCC

Tags: Brand identity, Brand KeyVisual, Brand strategy, Rebranding

Design team: Adam Michańków (Head of Strategy)

About BCC and our branding project

We have completed one of the largest branding processes in the software house segment in Europe.

BCC (today All4One Polska) is a brand with a unique character and work culture. Created from scratch by a group of managers specializing in the implementation of advanced ERP systems in the largest companies in Poland and Europe.

We started working together 17 years ago, in 2008, first by handling websites, and after years of building trust, we were able to face the task of lifting the brand.

Our task was to understand the specifics of the brand, learn its DNA and translate it into a visual style, while not wasting the brand’s legacy.

Architecture and strategy of brands in the BCC Group

The work process included analysis of competitors’ communication and in-depth analysis of the brand’s current communication, along with research on brand perception among Customers. The conclusions from the observations and research formed the basis for strategic workshops conducted with key managers and employee representatives.

The result of the work was the development of a unique brand identity that was the basis for graphic and verbal creation. In the verbal layer, the slogan IT makes business better was developed, which perfectly reflects the benefits that the BCC brand promises to Customers.

Creation of the sign and the Key Visual of the brand

The challenge for us is to find a unique brand positioning in a saturated IT market.

While working on the creation of the brand’s visual concept, we assumed that we would not make any changes to the main brand symbol or change the colors (i.e. we would not change the 2 key brand signals). In fact, this meant lifting and organizing communication, not revolutionizing the brand’s visual style.

We decided that an important feature of the brand is the brandface of the main managers, who with their personal image guarantee quality for the Clients. The Key Visual was based on the “shapes” used in the logotype, and the “synapse” element symbolizes both the flow of data and the impulse for IT development in the Client’s company.

Photoshoot for brandface

Good photos make a brand unique – based on the developed brand KV, we carried out a multi-day photo session and prepared photo content for individual materials and the website.

Utility projects or brand communication in everyday life

Designing utility materials is always the first moment of truth of a new visual style.

For BCC, we designed a lot of patterns that became useful in everyday work and allowed for a simple way to unify the perception of the brand.

Corporate stationery

At first glance, this term used mainly in printing may be unfamiliar to you, but you use stationery every day. These are prints and patterns that have specific, usually practical applications and are often produced in short series or once. We have designed footers, letterheads, business cards, .ppt presentation templates and many others.

Consumables

In this group we usually place all non-standard materials that brand stakeholders may encounter. In the case of BCC, one of the key tasks was to create a package of sales support materials (presentation, portfolio of works, offer) and a library of icons and slides that will speed up the process of offering to the Client.

Lepszy Biznes monthly magazine

BCC has been very involved in the process of sharing knowledge practically from the beginning of its history. Many experts in the company are authors of very valuable articles published in the monthly Lepszy Biznes. We had the opportunity to design its graphic design, cover patterns and layouts consistent with the new visual style of the brand.

Website design and implementation

The BCC website has always been an important sales tool. Over the 17 years of our cooperation, it has grown to over 4,000 subpages filled with knowledge – including case studies and knowledge articles. Thanks to this, it has a very high position in search engines and generates a lot of leads for the sales department. Our competences include UX and design, and our sister company eFresh is responsible for its development and maintenance.

Codification you can't live without it

We completed the project with the codification stage, i.e. developing the Brand Book and Brandguide, which are essential in everyday, consistent work with the brand.

Brand Book – a collection of key information on the construction and use of a graphic symbol (so-called logotype)
Brandguide – a guide to the brand, especially important for the creative team, which will design and implement subsequent materials and visual elements

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