We started by conducting a discovery session that included discussions with internal partners and interviews with advisors, consultants, and industry experts. This led to our mapping of strategic insights and implications. From there, we developed their brand promise, value proposition, and key selling messages. These capitalized on their “hidden gem” positioning, socially conscious corporate culture, and the strength of their current track record and historical performance. We then created a visual identity representing their positioning. We used metaphorical imagery to represent uncompromised performance, which illustrated the interplay of diligent effort and human interaction with applied process and theoretical knowledge. The identity also included a new logo and color palette that created a fresh impression and added visual depth. The identity was applied to their website (www.bridgeway.com), sales materials, and shareholder communications.
