Flow
Industry Research, Naming, Logo and Identity System, Website Development
When the South American consultant firm that focuses mainly on community and water projects started their search for a North American agency to help them brand the firm, they sought out Bianca e Nero to meet the growing need and opportunities that were coming the firm’s way. During our early conversations, it was discovered in recent years the Ecuadorian government put forth policy that any outside company looking to do business in mining or engineering needed to have a local partner, which answered our burning question as to why they were reaching outside the country for an agency.
To meet those growing opportunities, the firm needed a stronger brand message to better differentiate the firm from the competition, so they selected Bianca e Nero to handle the effort. We knew from the outset this project would have more challenges than most. Interestingly, their core target audiences would be made up of larger mining firms based in Canada and North America that speak English not Spanish. We felt confident we could create a brand that would connect with their core audiences.
So we set out to learn as much as possible about the firm’s work, the market and competitors. The firm primarily focuses its work in hydrology and community engagement. While taking a close look at their competitors, it was very surprising just how few firms there are in South America that offer this unique combination of expertise. In fact, there’s a shortage of hydrologists in the country, and the community engagement seemed to be handled mostly by those working in academia who treated it as part-time work not their primary focus.
We presented a bunch of names, one being Flow that the client loved because of the nod to water and its fluidity. It was a natural fit and jumped out at them immediately. With the logo exploration we explored logos with a deeper meaning that would also connect them to their purpose. The seed of life design was selected; the universal symbol for creation really connected with the client. For the color palette we explored many colors but landed on a combination of grey, blue and orange; the splash of color is unexpected. We also created a manifesto that was key to defining why the firm exists, given the name being uncommon for a firm like theirs in Ecuador.
The website was where we would drive potential clients with our email campaign to launch the rebrand. This would be the first contact with the firm and a chance to introduce and encourage them to learn more about the firm located in a different part of the world. So the site needed to articulate the firm’s mission and reason for being. The breathtaking images are key to the firm’s work and commitment to keep the country they love beautiful and refuse to put profits over its people or the land. It is this commitment that is putting the firm on the radar of so many mining firms looking for a partner.
Results: The early signs say the rebranding is a hit with mining firm inquiries are way up. The firm is also being invited to submit proposals at a much higher volume than pre-rebranding. Their story and approach to their work is resonating and getting them noticed.
