Profile raised by 40% and gaining a deserved reputation.

Challenge – dull and dependable
The market had great confidence in BBS as a reliable provider of safe solutions. At the same time, there were old-fashioned views that featured among the attitudes held which did not fit in with the current business operation. Errors and gaps in knowledge about the company's solutions and expertise prevented the market from developing in the desired way, which had an impact, not least, on recruiting new staff. The ever-growing competition provided by other operators brought things to a head in the market.

Solution – conveying a single message in a modern way
The key strategy chosen was to redefine the company's image, shifting from one with multiple brands to a big brand company. In other words, focus on a single brand: BBS. A new visual profile was developed in an effort to break with the old associations surrounding BBS and promote a dynamic, powerful and constantly shifting image. The colours green and black were unique in the sector, with green projecting many positive associations with both the environment and innovation. The new visual profile promotes a modern image without any national associations.

Result – attractive and familiar
The new identity was supported by new marketing collateral. Ratings also indicated that the company had 20% greater credibility as a modernising social force. The market's confidence in BBS rose by 7%, the trust in that they are developing future-oriented solutions rose by 8%, while the market's perception of the company as having a high profile and being accessible rose by a full 44%. BBS did have a visible company profile before, but now its identity expresses a more appropriate message. The number of visitors to the website has increased and, not least, BBS has once again become an attractive employer. The percentage of people who may consider working for BBS has risen by 31%.

Category: Design management – branding – sales and communication

Company: Bankenes Betalingssentral (BBS)

Design: Brand House

Award / year: Design Effect Award - 2009

Category: Recipients