The challenge
The previous, somewhat outdated brand identity repeatedly posed challenges for the various communication managers within the organisation when it came to designing consistent communication measures across different channels that would appeal to the target groups.
The solution
The development of a simple but flexible design system and the creation of a concise visual and illustrative world form the basis for the creation of a consistent and differentiating brand experience with which members of the housing cooperative can identify. At the same time, the fresh brand design elements offer the necessary flexibility for versatile use.
The purpose of BEP is to maintain healthy, environmentally friendly and affordable housing for its members. Thanks to the redesigned, uniform brand identity, the organisation wants to establish a clear position in the heterogeneous environment of housing cooperatives whilst providing an identification space for its members.
The idea of community as a key element of cooperative living is reflected in the design of the new identity, as is the basic idea of “giving space”, which is adopted in the arrangement of the letters in the logo and in the playful approach in other applications. The focus on residential and living space and on the residents themselves is also reflected in the new imagery, which further supports the brand’s identification potential.
The clear typography and reduction of the colour palette to the basic colours of blue and red along with black and white underline the simplicity and versatility of the design system for the various users.
The design system allows creative and sometimes playful use to be made of different design elements – this applies not only to the editorial design of the members’ magazine and the creation of print advertisements, but also to the design of classic applications such as letterheads, business cards and the annual report.
The consistent use of images, colours and typography on the newly designed BEP website ensures a uniform, concise presentation, with the strong contrasts and emotional image content conveying a fresh and modern overall impression that sets it apart in the market environment and creates a high level of recognition. This allows the BEP website to fulfil its role as a versatile information and communication platform.
Website: bep-zuerich.ch
