How beyond global took an unusual approach to its own new brand identity, revolutionizing it following the merger of the two agencies SPS MARKETING and Bernstein.
There’s nothing more challenging than self-promotion – marketing and communications agencies know this all too well. When it comes to shaping their own image, the work they do effortlessly for clients suddenly becomes a daunting task. That’s why, at beyond global, we chose to take an innovative and unconventional approach to our branding process.
It all started with our new agency name, crafted collaboratively by the former owners of Bernstein and SPS MARKETING. From a total of 69 suggestions, ‘beyond global’ emerged as the winning choice, marking the start of an exciting new brand journey. An expanded team then built on this foundation, developing a strong agency positioning and an inspiring brand story centered on the vision of becoming 'The World's Leading B2B Agency.' To bring this vision to life, we established brand pillars, unique selling points, a brand house, brand profile, service portfolio, and a flexible messaging framework.
With the agency name and brand story finalized, it was time for our design team to step up: two locations, ten designers, and 25 unique concepts. The goal of this internal pitch was to create a bold visual identity that balanced professionalism with charm, while remaining approachable and down to earth – but never overly serious.
During the pitch presentation, an eight-member jury, made up of representatives from both locations and various departments, evaluated which team best met the objectives using a scoring questionnaire. It was an exhilarating shift in perspective, allowing us to witness what our customers typically experience: enthusiastic creatives showcasing their ideas and designs through concise presentations. All the while
At the end of the day, a clear winner emerged, and the announcement was met with immediate celebration. The design by Peter Thavonat, Creative Lead at beyond global, captivated the jury right from the start, showcasing exceptional creative freedom. It offers us ample room for imaginative ideas and visual narratives, allowing for refreshing adaptations at any moment. The internationally successful, open, and friendly winning concept aligns seamlessly with the agency's core values and aspirations: flexibility, creativity, and strategy. This enables us to create content that is as diverse as it is inclusive.
Once we identified the best design approach, a dynamic, cross-location design team collaborated on the details for several weeks leading up to the roll-out. The biggest challenge was the sheer volume of ideas and implementation variations contributed by numerous designers. Over the past few months, it felt like there were ten different versions of beyond global’s corporate design – each one interesting and viable, yet distinct. As is often the case in agencies, it took a few actual projects with real clients to apply the finishing touches under pressure. But let’s take a step back for a moment. How do you effectively manage the roll-out?
Effective communication is crucial for the successful implementation of any branding project, beginning with internal communication! If your team lacks a solid and instinctive understanding of the brand, its values, and its overall identity, the project is likely to fail. That’s why we chose to communicate weekly with the entire team about what we stand for, the portfolio we offer, and the positioning and messages we aim to convey. Next, we turned our focus to external communication. We started with our closest clients, conducting interviews to uncover what they truly seek from their agency. How can we set ourselves apart?
Our concept for the new beyond global branding extends far beyond mere logo design; it encapsulates the spirit and identity of the B2B marketing agency – constantly pushing beyond the familiar and ordinary. It symbolizes the vast range of services offered and the innovative mindset of the more than fifty creative professionals in Linz and Bremen. The beyond global brand transcends geographical, cultural, and creative boundaries, aiming for a comprehensive presence while continuously seeking to break new ground. This vision is embodied in the new, versatile logo, which can be presented either subtly or boldly, depending on the context. Additionally, it enables our brand to adapt seamlessly to various topics, channels, markets, and target audiences without compromising its authenticity.
"The aim of beyond global – to consistently transcend the familiar – is evident in every aspect of the new branding. Throughout this process and at every presentation, we continually asked ourselves: Is this beyond? If the answer was no, we recognized that we were not meeting the internal benchmark we had established for ourselves, which we use daily to drive our growth and development." Peter Thavonat, Creative Lead beyond global
The logo incorporates elements from way finding systems used in metro stations and museums worldwide, conveying the image of an agency capable of navigating any environment and always guiding the way. With a design characterized by clarity and direction, we foster an atmosphere of creativity and flexibility. The logo’s proportions and colors are intentionally designed to be adaptable, allowing them to be tailored to fit the specific project and mood. This adaptability ensures that our brand remains relevant and contemporary, regardless of the B2B sectors we aim to engage with internationally.
For the beyond global designers, a brand is fundamentally about the feelings it evokes in the viewer. This element was especially highlighted during the branding process, utilizing carefully curated mood boards and visual themes that sparked emotions and fostered connections with customers. As a result, the visual mood concept transcended traditional design; it focused on creating emotional resonance that goes beyond colors, shapes, and aesthetics. Ultimately, the beyond global brand aims to elicit positive emotions in both customers and partners, positioning itself as a trustworthy ally.
In addition to the website, video clips, new social media profiles, customer mailings, and stationery, merchandising played a pivotal role in the roll-out of the beyond global branding. Brand loyalty is fostered not only through visual elements and messages but also through tangible products and experiences. From business cards and T-shirts to caps, mugs, and other practical giveaways featuring the logo, every merchandising item embodies the essence of the brand. These items reinforce the brand's presence in daily life and help cultivate a deeper connection with customers and partners at all levels. To infinity and beyond.
