B2: A masterclass in long-term brand management

Brown Beech and Associates (B2) was set up in 1987 during the construction of the Second Bosphorus Bridge by a successful designer and civil engineer. Its aim was to pursue the art of long-span suspension bridge design across the world and to promote excellence in the field of civil engineering.

David Boxall, now MD of 301 Design, joined the business soon after it started with a brief to help form the modern consulting engineering business and guide the evolution of its brand. Thus, work on the brand management of B2 began in earnest.

David led the business though ten successful years of brand evolution, before leaving in 1997 to establish his own design and branding agency, 301 Design. He still continues to collaborate with the founders of B2 to this day, however, continuing to oversee its brand management following its purchase by a larger engineering company and promoting the legacy of its renowned lead designer, Dr William (Bill) Brown.

Building the brand

“Every long-span bridge project is a new challenge. Brown Beech’s objective must be to span distance more successfully than ever before, setting new standards in design and construction. It is our duty as designers and engineers to recognise, scrutinise and exceed past achievements.”

Dr William Brown OBE RDI C.ENG

Our branding work for B2 took a ‘digital formation’ approach from the very beginning – something that experts would now refer to as a digital transformation. The branding was designed to reflect the technically advanced bridge design concepts and promotions. It mirrored the business’ approach to its engineering work: innovative, efficient, surprisingly simple and professional.

The process started when we translated the initial business plan and vision into a programme of key branding objectives, devising a cohesive commercial, marketing and brand strategy with timed output of tactics. We created new branding for B2 that encompassed and explained the company’s overall vision; including its identity, ambitions and a strong business story.

Going digital

The ‘digital’ element came in when we put together an image library of more than 3,000 bridge engineering photographs, mostly sourced from original slides taken in the 1960s, ‘70s and ‘80s to build up a comprehensive illustrative resource. The company’s first ever website followed in 1996 at ‘b2.co.uk’. We designed accompanying marketing materials and templates, including exhibition stands, brochures, reports, articles, posters, leaflets, banners and emails.

The next stage was to produce a suite of graphic resources for media use, such as 3D illustrations, animated flyovers, scale models, graphics, templates and stock images. These greatly enhances B2’s press and PR work, adding vibrancy and a strong, cohesive image in published articles and news stories. To this, we added the same branding to technical documentation that was published of designs, proposals, tender drawings, Bills of Quantity etc.

All the materials that we produced were immediately identifiable as ‘belonging’ to B2. As a result, the brand power grew very quickly and so did the business reputation. The branding matched the bridge designs that B2 was well known for around the world: efficient, simple, thoughtful design that was both innovative and built to last.

Bridging the gap to strong brand management

Any business seeking to establish a longer-term brand management strategy needs to ask itself ten key questions:

1. Do you have a SMART business plan?

Have you worked out what your objectives are? Are they Specific, Measurable, Achievable, Relevant and Timely? Without a firm analysis of what you want your business to achieve and how you might be able to go about reaching your goals, your brand management will not reach its full potential.

2. What are the values of the business?

What does your business stand for? How do you want people to feel when they see your name in an internet search or glance at your logo on an exhibition flyer? It is crucial to establish your business values early on to help you decide which direction you want to take next.

3. Who are the key audiences?

Who are your making your products or designing your services for? How can you reach them to get your message across? How do they think and what do they want to get out of a business relationship with your company? The answers to these questions are extremely key details to know.

4. Can people identify with your business?

You may know who your potential audience is, but do they know who you are and what you can offer them? It’s a competitive world out there and, with the rise and rise of the internet, communicating with people to let them know who you are is easier than ever.

5. What unique opportunities are available?

Every business has its own USPs (unique selling points) and it is vital to work out what yours are and how you can exploit the opportunities they provide to the max. This is where an outsider’s view can be very useful – as an external agency, we can take an impartial view to work out what makes you stand out from the crowd and how you can take advantage of opportunities as they arise.

6. Who are your nearest competitors?

A crowded marketplace fosters competition and this is not always a bad thing. Competition keeps you fresh and agile, so long as you know who you are up against. Always take the time to get to know the companies and individuals you are going up against to safeguard your share of brand recognition.

7. What is your company’s culture?

What is the culture of your organisation? Culture and how we play our part in it binds us together as human beings. Can you be sure that you are not relying too heavily on the mindset, “it’s just the way we do things around here.” There may be many elements of your organisation’s existing culture that are great, but there may also be areas you need to improve on. Perhaps it’s time for a culture audit.

8. What is its identity?

How can people identify your organisation? Do you have a clear and consistent identity across all your marketing and communications? This is not just about the logo; this includes your style of imagery, photography, typography, iconography, colour palette and the way you say and write things. Does your current identity correctly represent your organisation’s values and culture?

9. How do you want to position your tone of voice?

Tone of voice describes how the character of your business comes through in words, both written and spoken. It’s not about what you say, but rather the way you say it, and the impression it makes on everyone who reads or hears you. Is this consistent across all your activities? Are you using the right tone of voice for your target audience, or are people being turned off by how your company expresses itself?

10. Are you ready to trust us with your long-term brand management?

If you are interested in finding out more about how 301 Design can help you with your longer-term brand management and business strategy, please call us on 020 7060 6301 or send us an email. We can’t wait to get started!

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We are delighted to present the new look website for Italian golf club and resort, Royal Golf La Bagnaia, which has launched this month.

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IMG Prestige Press Release

Royal Golf La Bagnaia launches new website

Royal Golf La Bagnaia has launched a new website dedicated to showcasing both the golf club and wider aspects of the stunning Tuscan resort such as the on-site Curio Collection by Hilton Hotel and the beautiful Tuscan region that surrounds. Created by London-based agency 301 Design, the website transmits the sense of uniqueness and individuality guests can only find at La Bagnaia. It presents an easy platform to navigate and to learn more about this unique resort.

Surrounded by the beautiful Sienese countryside, La Bagnaia is a tranquil oasis set against a landscape scattered with charming medieval hamlets and towns. The golf course, designed by the award-winning architect Robert Trent Jones Jnr, and opened in 2009, is draped across the rolling Siena hills and offers a unique inland links experience with undulating fairways and sweeping fescue roughs. Expansive practice facilities include a short game and pitch & putt area and the Clubhouse, a painstakingly restored Tuscan farmhouse, overlooks the 18th green, and provides golfers with an authentic and luxurious place to relax and enjoy the views towards ancient Siena whilst sampling the finest Tuscan ingredients and produce. IMG has been providing management and marketing services to Royal Golf La Bagnaia since 2018.

Brodie Macdonald, General Manager at Royal Golf La Bagnaia commented: “We’re really excited with the new website and very pleased with the final result. Royal Golf La Bagnaia is one of the finest courses in the country and considering our international strategy to promote the resort, we felt it was the right time to invest in a new platform which will help us showcase the facilities to a global audience”.

Through the website golfers will have access to a complete course guide and will be able learn more about the surrounding Tuscan attractions and also book tee-times directly with the golf club. As Italy prepares to host the 2022 Ryder Cup, it’s time to learn more and become part of Royal Golf La Bagnaia.

IMG Prestige
IMG Prestige is a global leader in the design, development, marketing and management of world class golf courses. For more than 25 years, the group has set the standard for excellence in golf course design and golf club management. IMG’s golf course services team currently provides a diverse range of management and marketing services to more than 20 award winning clubs and resorts. For more information about IMG Prestige, please visit www.imgprestige.com

About IMG
IMG is a global leader in sports, fashion, events and media. The company manages some of the world’s greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global entertainment, sports and content company.

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Covid-19 Update: 301 continuing to work remotely

Despite the prolonged period of lockdown, in line with government advice, we are continuing to operate remotely, with our team working from home and in constant contact online.

The lockdown hasn’t prevented or slowed down our activities and we aim to continue with this arrangement until further notice.

To discuss a project with us, call David Boxall on 020 7060 6301 or email. We are able to participate in online meetings and presentations using Microsoft Teams, Google Hangouts Meet, Skype or Zoom.

We hope everyone is keeping busy and staying safe and we look forward to meeting again in person as soon as possible.

David Boxall
Creative Director, 301 Design

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New look Royal Golf La Bagnaia website launches

We are delighted to present the new look website for Italian golf club and resort, Royal Golf La Bagnaia, which has launched this month.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed blandit volutpat ante, eu interdum nibh vestibulum vitae. Ut et arcu cursus, vulputate quam sed, finibus libero. Vestibulum sit amet turpis est. Donec at tellus et sem hendrerit sagittis. Sed id efficitur nunc. Sed viverra nisl nisi, sed sagittis neque eleifend tempus. Integer placerat condimentum velit nec ornare. Vivamus dignissim tellus turpis, in feugiat velit aliquam vel. Proin aliquet diam diam, nec sodales est pharetra eget.

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IMG Prestige Press Release

Royal Golf La Bagnaia launches new website

Royal Golf La Bagnaia has launched a new website dedicated to showcasing both the golf club and wider aspects of the stunning Tuscan resort such as the on-site Curio Collection by Hilton Hotel and the beautiful Tuscan region that surrounds. Created by London-based agency 301 Design, the website transmits the sense of uniqueness and individuality guests can only find at La Bagnaia. It presents an easy platform to navigate and to learn more about this unique resort.

Surrounded by the beautiful Sienese countryside, La Bagnaia is a tranquil oasis set against a landscape scattered with charming medieval hamlets and towns. The golf course, designed by the award-winning architect Robert Trent Jones Jnr, and opened in 2009, is draped across the rolling Siena hills and offers a unique inland links experience with undulating fairways and sweeping fescue roughs. Expansive practice facilities include a short game and pitch & putt area and the Clubhouse, a painstakingly restored Tuscan farmhouse, overlooks the 18th green, and provides golfers with an authentic and luxurious place to relax and enjoy the views towards ancient Siena whilst sampling the finest Tuscan ingredients and produce. IMG has been providing management and marketing services to Royal Golf La Bagnaia since 2018.

Brodie Macdonald, General Manager at Royal Golf La Bagnaia commented: “We’re really excited with the new website and very pleased with the final result. Royal Golf La Bagnaia is one of the finest courses in the country and considering our international strategy to promote the resort, we felt it was the right time to invest in a new platform which will help us showcase the facilities to a global audience”.

Through the website golfers will have access to a complete course guide and will be able learn more about the surrounding Tuscan attractions and also book tee-times directly with the golf club. As Italy prepares to host the 2022 Ryder Cup, it’s time to learn more and become part of Royal Golf La Bagnaia.

IMG Prestige
IMG Prestige is a global leader in the design, development, marketing and management of world class golf courses. For more than 25 years, the group has set the standard for excellence in golf course design and golf club management. IMG’s golf course services team currently provides a diverse range of management and marketing services to more than 20 award winning clubs and resorts. For more information about IMG Prestige, please visit www.imgprestige.com

About IMG
IMG is a global leader in sports, fashion, events and media. The company manages some of the world’s greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global entertainment, sports and content company.

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Autocentre website redesigned with new booking system

We are excited to see the relaunch of the fully redesigned website for our client, In 'N' Out Autocentres, a nationwide chain offering car servicing and repair.

301 Design was appointed as design lead and the team was asked to conduct a full review of In ‘N’ Out Autocentres’ existing website and propose a new and improved user experience, the key element being the booking process, which customers were using less frequently.

….worked closely with Magento web design agency, 247 Commerce

25 centres nationwide with ambitions to expand. Venture capitalists…Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent pharetra nec arcu id maximus. Vestibulum eu consequat velit, ac tempus mauris. Suspendisse placerat justo in odio auctor maximus. Aliquam tincidunt purus vel tellus mollis gravida. Interdum et malesuada fames ac ante ipsum primis in faucibus. Proin vulputate augue nec dui rutrum tristique. Mauris ac magna vel odio efficitur ullamcorper. Donec.

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301 attends launch event at Glazier's Hall in London

We are excited to see the relaunch of the fully redesigned website for our client, In 'N' Out Autocentres, a nationwide chain offering car servicing and repair.

Appointed as design lead and working closely with Magento web design agency, 247, our design team was asked to conduct a full review of In ‘N’ Out Autocentres’ existing website and propose a new and improved user experience, the key element being the booking process, which customers were using less frequently.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent pharetra nec arcu id maximus. Vestibulum eu consequat velit, ac tempus mauris. Suspendisse placerat justo in odio auctor maximus. Aliquam tincidunt purus vel tellus mollis gravida. Interdum et malesuada fames ac ante ipsum primis in faucibus. Proin vulputate augue nec dui rutrum tristique. Mauris ac magna vel odio efficitur ullamcorper. Donec.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum volutpat nisl ut leo iaculis, ac ultricies felis aliquet. Aliquam eu neque vel ante mattis aliquet. In commodo lorem id tortor finibus ultrices. In bibendum urna laoreet libero posuere luctus. Sed vulputate cursus euismod. Nulla non cursus sapien, at pellentesque augue. Aliquam ut nibh nec neque suscipit consequat.

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Ad campaign for Kenyan safari lodge attracts new visitors

We are excited to see the relaunch of the fully redesigned website for our client, In 'N' Out Autocentres, a nationwide chain offering car servicing and repair.

Appointed as design lead and working closely with Magento web design agency, 247 Commerce, our design team was asked to conduct a full review of In ‘N’ Out Autocentres’ existing website and propose a new and improved user experience, the key element being the booking process, which customers were using less frequently.

25 centres nationwide with ambitions to expand. Venture capitalists…Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent pharetra nec arcu id maximus. Vestibulum eu consequat velit, ac tempus mauris. Suspendisse placerat justo in odio auctor maximus. Aliquam tincidunt purus vel tellus mollis gravida. Interdum et malesuada fames ac ante ipsum primis in faucibus. Proin vulputate augue nec dui rutrum tristique. Mauris ac magna vel odio efficitur ullamcorper. Donec.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum volutpat nisl ut leo iaculis, ac ultricies felis aliquet. Aliquam eu neque vel ante mattis aliquet. In commodo lorem id tortor finibus ultrices. In bibendum urna laoreet libero posuere luctus. Sed vulputate cursus euismod. Nulla non cursus sapien, at pellentesque augue. Aliquam ut nibh nec neque suscipit consequat.

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Water engineering exhibition opens at ICE's London HQ

The latest major exhibition in the Institution of Civil Engineering's series of events has opened to the public.

Following the hugely successful ICE200 exhibition, which celebrated all aspects of civil engineering, 2019 welcomes a brand new exhibition, with the focus on water.

The 301 team have again developed a fantastic, information-rich exhibition, showcasing a selection of projects across the world, where civil engineers are using their skills and experience to improve the daily lives of the population.

We have conducted extensive research into the projects to identify the key…..

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Mauris aliquam, sem vel commodo accumsan, risus ipsum pellentesque metus, id tincidunt lacus lectus at diam. Ut venenatis vel metus eget imperdiet. Nulla at turpis id odio fermentum ultrices nec vitae leo. Fusce.

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Redesigned Tandridge Golf Club website goes live

We are pleased to present the fully redesigned website for Tandridge Golf Club, which has now been relaunched.

The 301 Design team conducted a full review of the club’s website and developed a design proposal for a new, responsive site for visitors and club members.

A fresh graphical approach was implemented, adhering to the club’s brand guidelines. Our photographers visited the course on several occasions throughout the summer to capture the stunning landscape for all 18 holes and clubhouse.

The website was developed in Umbraco, providing an easy-to-use CMS experience for club staff to update.

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301's David Boxall meets HRH The Princess Royal

As designers and producers of the ICE200 exhibition, 301's David Boxall had the great honour to meet Her Royal Highness The Princess Royal at the Institution of Civil Engineers in Westminster.

Creating a series of highly successful exhibitions for the ICE has been a recent highlight for 301 Design. David and HRH The Princess Royal discussed the creation of the exhibitions and the impact of engineering in transforming lives.

The current exhibition at the ICE celebrates the Institution’s bicentenary and the role of engineering ‘superheroes’ who have played a key role in civil engineering projects around the world. 301 has brought to life engineers and projects who have ‘Opened Up The World’ through rail travel, ‘Joined People, Cities and Nations’ through bridge building, and are ‘Supplying Cleaner Energy’ through renewables.

‘Invisible Superheroes: How Engineers Transform Lives and Shape The World Around Us’, is a year-long exhibition at One Great George Street, the home of the ICE.

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