As I sat at the launch of the new Bay Technologies I felt overwhelmed with emotion for the work we do and the difference it can make. I just love archetypal branding and the clarity and fun it can give a business. Seeing it all come to life in so many ways was just so personally rewarding.
Let me tell you a little about the journey we have been on with Bay Technologies that has lead to this very exciting launch event.
It all began with a very robust discussion in a workshop about what Bay Technologies were ‘really’ selling. It is so easy for businesses (and especially those in the technology space) to be thinking features and benefits, as that is how they are wired to think.
For everyone in the workshop with us, the challenge was to ensure we were all thinking about what Bay was really selling, standing in the shoes of all the people within the Government Departments they serve. These people ranged from the users of the system right up to the ministers who rely on the information captured. What was each ’type’ of person needing in their role that the Bay solution would provide? And what was the emotional response we wanted these people to have when they think about the brand or interact with it? I love asking the hard questions, as I said the discussion was robust!
Here is what we came up with for what Bay Technologies is really selling …
“We give business leaders the elevated perspective they need to make informed decisions for the betterment of the people in society they serve. We do this by leveraging our proven software and hands on expert consultants to guide our clients to efficiently and safely capture the information on which all decisions are based.”
All of our discussions and vision for the future of Bay Technologies became very clear in the workshop when we defined which archetype they would be aligned with. This archetype would provide the platform or ‘virtual stage’ allowing characteristics that are understood unconsciously to tell this story. For Bay this archetype is the Explorer.
Explorer brands are characterised by being independent, adventurous and daring. As an organisation they are driven to create new and exciting products or experiences and are often ahead of their time, willing to take tough stands for something they believe in.
We got there with a really powerful ‘why’ Bay do what they do, that now drives every decision made within the business by every team member.
Next we worked on the tagline. We presented three options but settled on these three powerful words Explore, Envision, Empower.
These words describe all that Bay Technologies is about:
Exploring what is new and how that will be incorporated into their technology solutions. Envision a bigger and better future and then guide clients to that point. Then finally, Empowering clients in their positions in Government to be more and have more by working smarter by using the system to deliver the information that allows them to make better informed decisions with greater ease, for the benefit of people everywhere.
Bringing to life an Explorer Brand
The explorer was well and truly present at the launch, evidenced by the music that was played (a bit of Indiana Jones) with imagery of flying through the clouds (what better place to get perspective) and safari shirts and hats, paper aeroplanes that acted as feedback forms to fly towards a target. The location was also aptly named Room 360 and gave all attendees a great view of the city. All these little things that helped to unconsciously communicate how Bay give their clients a better vantage point from which to assess situations and make better informed decisions for the benefit of people everywhere.
I could not have been prouder of the Bay Technologies team.
Brio Group our expert archetype design agency worked with us to awaken visually the new Bay Technologies, starting with a logo update and supporting visuals. Click here to see Brio Group’s work and the thinking behind the new Bay.