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In spite of maintaining a comfortable market-position as a reputable FF&E and OS&E consultant, the Beyer Brown brand had become increasingly stagnant and not representative of the direction the company was rapidly moving in. Armada was commissioned to revitalize the company’s brand and clarify their position in the procurement market.
Understanding that any project undertaken by Beyer Brown would be seamless and problem-free was ultimately what had come to define their reputation and success. From this, the positioning statement “taking the stress out of purchasing” was developed to strengthen their reputation in an increasingly competitive market.
A bold yet slightly light and illustrative aesthetic was developed to further differentiate Beyer Brown in a market dominated by cold, modernist brands. Stationery, marketing collateral, a website, and brand standards were developed to ensure a successful execution across all touch-points.
"Taking The Stress out of Purchasing" developed to strengthen Beyer Brown's market position. A light, illustrative aesthetic developed to distinguish the company from the mostly homogeneous look of direct competitors.