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Business Networking Academy 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Australia
Industry/Sector: Business and Professional Services, Educational Institutions, Associations, Non-Profits
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Originally known as BConsulted, the Business Networking Academy provides professional development programs for its members, helping them to become more confident in creating and managing their networks.

The Academy needed to not only change their name but also their visual branding to make it clear what they provided, and differentiate in a crowded market. As a well-established firm with a professional approach and blue chip clients, they wanted to position themselves as the ‘Harvard of networking training’.

For this complete brand transformation, we developed a new logo, a contemporary adaptation of the ‘beehive’ imagery. Working closely with the client to understand her brief, blue was chosen to represent management and orange to symbolize creativity. Although subliminal, the power and energy of this new brand affects people emotionally, and gives them a reason to connect. The new identity was then applied consistently across online and traditional channels, including the website template.

The visual difference between old and new is remarkable. As part of a new marketing strategy and complete shift in business model, the brand relaunch has made a huge impact on prospective members and course participants. In the words of our client, “it looks very professional and I love the symbolism. Having a strong brand gives us something to leverage off and grow.” The Academy is currently developing a faculty of trainers, and is now attracting the high-calibre clients they need to take their networks to a new level.


Client: Business Networking Academy -

Brand Strategists/Designers: Synsation Graphic Design -
Creative Director: Sander Dijkstra
Design: Sander Dijkstra
Art-Direction: Sander Dijkstra
Photography: Taek Yang


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