The challenges & opportunities
How do help define the activities and events that create a strong place brand experience?
How do you create a meaningful lifestyle symbol for a community?
We invested time in getting the positioning and the persona of the brand right. We deepened the brand personality by expanding on the areas of career, personal, lifestyle and social. This was an important step in defining naming territories for the new brand and also in generating stimulus materials for experiential ideas.
An ideation and co-creation session with the client team helped broaden the future place experience with fresh thinking around on-brand partnerships and event programming. The output of this session formed a brand launch and communication plan over three phases.
The word BAY is given emphasis and meaning through a sophisticated yet approachable typographic identity that features a friendly typeface.
A variation of the tilde symbol (~) forms the Wave device. The tilde symbol is typically used as a mark over various letters to indicate a variety of sounds in different languages and, in some contexts, is also used as a notation for recording sequences of action. It also carries a relevant association with the idea of water and it conveys a dynamic place flowing with diverse activities and various events and always in constant motion.
The flexibility of the device comes through in the application of colour – to signal various offerings – and the ability to hold patterns within the device itself.
And a simple brand language, corporate yet accessible, was crafted to communicate the various categories of By the Bay activities and supported with customised iconography.
With the potential of becoming a simple, iconic place marker once the brand is established, the device becomes a lifestyle symbol for the Bay Community.
Finally, we applied the brand identity to a mobile app interface, delivering the front-end digital design as inspiration for the development team, and directing the styling of digital assets through a collaborative session with the back end development team.
The team at Sedgwick Richardson are great to work with, they are extremely organised, detailed and connected immediately with our challenge of developing the unique By the Bay brand for our place making application to engage our office community. Our partnership with Sedgwick Richardson has successfully assisted to strengthen our brand and reputation.