Boplats Syd – Brand development
In close cooperation with the communicator and the business developer in house I helped Boplats Syd make the journey from an austere and governmental visual language to a caring, warm and human expression. This transition was in line with the company’s desire to become more approachable and move closer to the values and ideals as outlined in the brand framework.
Needscope
Using the Needscope model to visualize the desired transformation we identified the “old” Boplats Syd visual language as traditionalist. We saw disparity in how Boplats Syd was expressing itself and how it described itself and concluded that a shift towards the connector would be most beneficial and accommodating.
Where the traditionalist is seen as a strict and dogmatic entity with focus on the system and the rules, the connector places the focus on the human. While Boplats Syd does have a system and rules, it’s not where the essence of the company lies, but rather a means to an end.
What really matters is the wish to help people find their home. When speaking to workers at Boplats Syd it became obvious how much dedication and care was put into their job and how well it aligned with their own personal commitment to helping others.
To show this warmth and care I knew I had to place the human being at the center in Boplats Syds visual language. By using heavily curated imagery selected for their feeling of authenticity and closeness, I focused on two specific life events related to Boplats Syd: The feeling of coming home and the feeling of moving somewhere new – both very relatable and emotionally powerful situations.
The feeling of coming home
The relief and calm of coming home after a long day is something that most of us can long for. The feeling of kicking off your shoes and being greeted by your loved ones, your dog or perhaps just the tranquility of your own space. You are safe and warm and can shake off the stress of a busy life.
The feeling of moving somewhere new
The excitement of opening the door to your new home for the first time is almost electric. Empty rooms filled with possibilities and a blank slate to make your own. It’s a chance to bring your friends together to give a helping hand and share a pizza on the floor together once the dust settles.These are cherishable memories and an important milestone in a person’s life.
