Bay Technologies have established themselves firmly as one of the leading providers of compliance and governance software to Australian government agencies in their category. They are the creators, and proud parents, of two niche software products that aim to help the government deliver superior customer service. However, as technology becomes smarter, the future of this space is naturally following suit and beginning to change. The recent shift in government mindset from hosting applications on-premise to cloud hosting has caused Bay Technologies to do a complete 180° and change their direction to hosting their applications in the cloud.
With major transformation on the horizon, Bay Technologies needed to reach higher with the ambition to grow from a small company to a company with a bigger reach, and with a clear vision for the impact they can make, new opportunities were quickly filling the minds at Bay Technologies. Subsequently, a brand refresh was required, and with our Archetypal Strategic Agency Brandonian setting the context for the Bay Technologies brand , we were tasked of awakening the new brand to support the Explorer archetype positioning. Part of the challenge was to retain some visual link to the old logotype (below), which had been around for many years.
A clearly defined brand positioning statement ensured everything we subsequently did for the brand was communicating a unified, consistent message.
“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.”
That brand idea of providing an elevated perspective was used to drive all subsequent creative, starting with the logotype refresh, creating a supporting visual system and illustrations, as well as creation of several key marketing templates for the brand. The new logo mark is styled like an aeroplane, which represents how Bay Technologies is seeking new paths to explore, all whilst having an elevated view. The style of the shapes complements the new supporting graphics, which are set in paper art style.
The new brand has been empowered with better decision making tools, and a set of versatile marketing templates to support their mission of providing better perspectives to their clients. With the new strategy and brand clarity Bay Technologies can confidently strive forward and reach higher ground than ever.