Baynote Brand Synthesis and Identity Design Project

Baynote Overview

Overview

Title: Evolving a Brand

Objectives:

- Capture the essence of the brand

- Engage customers in a new way of thinking

- Solidify internal and external reputations

Description:

Baynote provides personalization and digital marketing optimization solutions that power the adaptive web, an emerging standard in customer experience that is always personal, relevant and convenient. In 2010 Baynote launched a concerted effort to revamp their product offering, reposition their brand, and develop a leadership position within their category.

Situation:

In the Fall of 2010, Baynote was in the midst of an extensive rebranding effort including new positioning, messaging, identity overhaul and the design of a new website – to support a dramatic shift in their product and marketing strategy.

Engagement:

BAT was engaged in the midst of these efforts to help focus the messaging and develop a new identity system. Through the Brand Synthesis process, BAT helped to align a large and diverse set on interests behind the concept of the “adaptive web.” This concept was extended through identity design, business systems, “brand art,” and campaign graphics – providing Baynote with a host of tools and concepts to support the re-launch of their brand.

Objectives:

Capture the essence of the brand
Engage customers in a new way of thinking
Solidify internal and external reputations

Description:

Baynote provides personalization and digital marketing optimization solutions that power the adaptive web, an emerging standard in customer experience that is always personal, relevant and convenient. In 2010 Baynote launched a concerted effort to revamp their product offering, reposition their brand, and capture a leadership position within their category.

Situation:

Engagement:

BAT was engaged in the midst of these efforts to help focus the messaging and develop a new identity system. Through the Brand Synthesis process, BAT helped to align a large and diverse group of individuals behind the concept of the “adaptive web.” The concept was extended through identity design, business systems, “brand art,” and campaign graphics – providing Baynote with a host of tools and concepts to support the re-launch of their brand.

Identity and Business Systems

Baynote Brand Art

Through multiple rounds of iteration, the Brand Art process helped to hone the messaging around the adaptive web and to bring focus to the challenges in creatively presenting the concept.

Baynote Identity

After a robust identity design exercise, BAT produced a mark to capture the concept of the adaptive web while maintaining the heritage of the Baynote brand.