B2

301 has solid experience in working with brands over substantial periods of time, overseeing the journey from initial launch through to becoming established, enjoying significant commercial success and then evolving and growing the business so it can stand the test of time and thrive well into the future.

Our work with leading engineering brand, Brown Beech and Associates (B2) over a number of years shows the positive impact that professional branding support can have through the lifespan of a business that is not content to merely survive, but to thrive and develop to keep pace with the world around it. Our working relationship with B2 has passed through four distinct stages.

1.

The launch of B2

2.

The rise of ‘B2’

3.

Capitalising on success

4.

The publishing foundation

1. In the beginning

The launch of B2

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. David continues to collaborate with the founders of the business to this day, and to promote the legacy of its renowned lead designer, Dr William (Bill) Brown.

Brand management was integral to the running of the business from the word ‘go’, and David Boxall was soon appointed as the General Manager of the Consulting Engineers. In addition, he set up a design agency, now known as 301 Design, offering brand management to other businesses across various sectors. The branding work that David oversaw at B2 helped inform 301 Design’s approach to its own design projects and the agency is now in great demand from major clients such as Johnson & Johnson, National Audit Office, Prudential, University of London, BT, ICE, Novartis and other ambitious business owners across the UK and Europe.

2. Growing the brand

The rise of B2

"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


Brown Beech and Associates quickly became established as one of the world’s leading consultancies, thriving throughout the 1990s as a key player in the highly-specialised field of long-span bridge design and engineering. Clients were attracted by the company’s high level of expertise, clarity of communications and speed of delivery. Before long, Brown Beech had become known across the world of engineering as B2. Accompanying brand assets were generated and the b2.co.uk website domain name was registered in 1996 to showcase the ground-breaking bridge designs that were being produced by the business.

The incredible output of projects and designs being produced by B2 during this stage in its life were the second Bosphorus Bridge, several motorway bridges and technically complex long-span bridges, such as the Dardanelles Crossing, Java-Bali Bridge, Izmit and Messina Crossing, a proposed 3,300m single-span bridge connecting Italy to Sicily. Not to mention construction engineering work for Storebaelt and in Hong Kong and China.

3. Guiding the brand

Capitalising on success

B2 has always been what we would nowadays call an ‘agile’ business, with a shallow hierarchy and ability to identify and take advantage of the latest technology available. Part of the reason for its success and ability to move with the times was the constant adherence to the identified brand values of ‘expertise’, ‘innovation’, ‘experience’, ‘openness’ and ‘efficiency of delivery’. These values informed and inspired strong branding and ensured a long-term reputation for versatility and excellent customer relationships.

As the business grew and its reputation for excellence spread around the world, it was an inspiring time. The business enjoyed a hive of creativity and interest from engineers across the world. David and his team crafted and delivered presentations to top international conferences with excellent feedback and many subsequent enquiries. We created cutting-edge 3D bridge simulations and built our own wind-tunnel for testing. We generated vast numbers of publications and enjoyed top-level communications and collaborations with governments, financiers, the steel industry and designers from such diverse fields as F1 motorsport, aeronautics and product creation.

Six-part brand strategy plan

David devised a workable long-term strategy to inform the work he did on brand management for B2. Using six separate sections, he turned the company’s original vision into a comprehensive brand management plan that ensured its long-term survival and the admiration of peers, customers and other key audiences around the globe.

1. Plan

The brand management strategy started with a strategic business plan that encompassed the vision and ambitions of B2’s founders.

2. Review

The next stage was to conduct a full audit about how the brand is being perceived and how it compares with competitor brands.

3. Commitment

Work continued to ensure ongoing awareness of and engagement with a strong, clear brand through active brand management.

4. Consistency

We maintained a consistent brand message and market position using a sustained programme of activity to avoid confusion or dilution of the image we wanted to portray.

5. Creativity

Never resting on our laurels, we enhanced the brand through continual, creative development to maintain leadership in a competitive field, spotting unique opportunities to stand out where possible.

6. Value

Our hard work building brand equity paid off as customers continued to commit to B2 and recognise the value of its services and expertise.

4. Into the future

The publishing foundation

B2 was extremely successful for many years, so much so that it was eventually sold to a larger engineering practice, which prized it for its impressive assets and achievements. Part of the agreement was that the legacy of Bill Brown would be maintained under the original B2 name.

To that end, 301 continues to publish bridge design and engineering material on behalf of the Bill Brown Foundation, B2.co.uk. In 2015, David Boxall wrote and published Bill Brown’s Bridges, a 148-page biography of the engineer. Additionally, he produced a 200 square metre exhibition about Bill Brown’s work on the two Bosphorus bridges. Called Bridging Two Continents, the exhibition went on display in Istanbul for 18 months (six months longer than planned, by popular demand). The team has also contributed to several TV programmes and publications on the subject.

More projects are in the pipeline, including updating and re-publishing the B2.co.uk website and providing content for an exhibition about the Çanakkale Bridge in Turkey. Originally conceived by Bill and the B2 team in the 1990s, it will become the world’s longest single span bridge when work is completed in 2023. The new bridge will feature many design innovations borne out of work completed on the Second Bosphorus Bridge, thus providing a pleasing link back to the moment in time when the B2 brand management programme first began for David and his team.

Contact the 301 team to discuss the management of your brand. Call 020 7060 6301 or email us.

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Great North Engineering Experience

2.6 billion people across the world have gained access to improved drinking water since 1990. However, the United Nations recognise that 663 million remain in great need of an improved supply.

The Institution of Civil Engineers’ WATER exhibition explores this global challenge and shows how civil engineers can help transform lives. It opened on World Water Day, 22nd March, at the ICE’s headquarters in Westminster. Graphic panels written and produced by 301 show the impact of engineering projects and engineers who are supplying drinking water, protecting communities from flooding, sanitising cities and building dams for hydropower generation and agricultural irrigation.
Creating a series of highly successful exhibitions for the ICE has been a recent highlight for 301 Design.

Visit the exhibition website and take a virtual online tour here.

A wonderful opportunity

301 Design were commissioned to work with the Institution of Civil Engineers, Institution of Mechanical Engineers and the Institution of Engineering and Technology to develop the exhibition’s content.

Designing and delivering

We researched, wrote and designed displays to highlight global issues, display outstanding projects and present innovative engineers who are transforming lives across the globe.

Highlighting global issues

We have received such positive feedback: ‘301 have brought the power of water engineering to life and shown how civil engineers continue to shape the world’.

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ICE 200-v2

2018 marked the bicentenary of the Institution of Civil Engineers. To celebrate this milestone, 301 Design was commissioned to create a major, year-long exhibition to showcase some of the world's most amazing and inspiring engineering projects.

Divided into three zones; Connected Communities, Environmental Impact and Smart Infrastructure, the exhibition allowed engineers, students of all ages and the general public to explore these key areas of civil engineering, with projects and notable engineering ‘superheroes’ featured throughout.

This was our third and largest exhibition project to be held at the ICE’s headquarters in London and included around 200 graphics, along with videos and interactive screens, plus a media cube with a large screen and seating, presenting further videos.

The exhibition was a huge success and was awarded Visit England’s ‘Best Told Story 2018’.

Telling the story

The 301 team were asked to tell the story of the past, present and future of civil engineering across the world and the engineering superheroes who make these a reality.

Researched and developed

It was a fascinating project for 301 to investigate engineering history, examine the fundamental challenges engineers face, and display enticing stories of the people and projects.

Royal approval

Our creative director, David Boxall, had the honour of discussing the design and production of the exhibition with HRH The Princess Royal when she visited the ICE in September 2018.

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Long headline to turn your visitors

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Long headline on two lines of text to turn your visitors into users

Feature one

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Feature two

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Feature three

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Feature four

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Feature five

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Feature six

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Exhibition Design

Common questions

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Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more. Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more.

Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more. Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more.

Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more. Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more.

Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more. Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more.


RED Engineering

The United Nations recognise that 2.6 billion people across the world have gained access to improved drinking water since 1990. However, 663 million people remain in great need of an improved supply.

The Institution of Civil Engineers’ WATER exhibition explores this global challenge and shows how civil engineers can help transform lives. It opened on World Water Day, 22nd March, at the ICE’s headquarters in Westminster, London. Graphic panels written and produced by 301 show the impact of engineering projects and engineers who are supplying drinking water, protecting communities from flooding, sanitising cities and building dams for hydropower generation and agricultural irrigation.

Brand guidelines

301 redesigned the club identity and brand guidelines to ensure the quality, strength and value of the Tandridge brand is presented consistently in all print and digital material.

Course photography

301’s photographers identified what makes the course special, and produced a photo library to provide a highly-effective invitation to the golf club.

Responsive website

The web development team at 301 created a unique design to show off the delights of the course and club. It is fully responsive for desktop, tablet and mobile.

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ICE Water 2019

The United Nations recognise that 2.6 billion people across the world have gained access to improved drinking water since 1990. However, 663 million people remain in great need of an improved supply.

The Institution of Civil Engineers’ WATER exhibition explores this global challenge and shows how civil engineers can help transform lives. It opened on World Water Day, 22nd March, at the ICE’s headquarters in Westminster, London. Graphic panels written and produced by 301 show the impact of engineering projects and engineers who are supplying drinking water, protecting communities from flooding, sanitising cities and building dams for hydropower generation and agricultural irrigation.

A wonderful opportunity

The ICE commissioned 301 Design to create a water management exhibition to raise the profile of civil engineering and promote the work of engineers to students, the public and industry.

Designing and delivering

We researched, wrote and designed 200+ graphics and displays to highlight global issues, display outstanding projects and present innovative engineers who are transforming lives.

Engineering impact

We have received such positive feedback: ‘301 have brought the power of water engineering to life and shown how civil engineers continue to shape the world’.

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Contact 301 to discuss your exhibition project. Call 020 7060 6301 or email us.

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Építőmérnök 200

ICE 200 was a celebration of the bicentenary of the Institution of Civil Engineers. Following the success of the exhibition created by 301 at ICE's London headquarters, the displays were shown at an open-air exhibition in St Stephen's Square in Budapest, Hungary.

The exhibition was opened on a beautiful, sunny September evening by the Mayor of Budapest. It highlighted the important contribution civil engineering has made to society over the last 200 years and the challenges engineers help to solve throughout the world.

It accompanied the Hungarian engineering conference formally opened by HRH Prince Andrew, Duke of York, and the President of Hungary, Dr János Áder.

Are you planning a public exhibition? Get in touch to discuss on 020 7060 6301 or email us.

Opening up the world

The ICE entrusted 301 to re-present their bicentenary exhibition beyond their London headquarters, starting in the Hungarian capital. It was a key part of an event to support British-Hungarian trade.

An engaging exhibition

301 produced the exhibition in London and liaised closely with the exhibition’s curators in Hungary. The exhibition displays were adapted to suit the large-scale, open-air splendour of one of Hungary’s tourist attractions.

Reaching a wider audience

The popular square in central Budapest provided an ideal setting for tourists and locals to discover the world’s key civil engineering achievements. The exhibition then relocated to the city of Pécs.

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Contact 301 to discuss an exhibition project. Call 020 7060 6301 or email us.

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ICE Tunnel Engineering

How do you build a tunnel beneath The Channel, through a mountain range, or under a busy city? The mysterious world of tunnels was uncovered by 301 at an exhibition at the Institution of Civil Engineers.

Following on from the hugely popular Bridge Engineering exhibition, Tunnel Engineering traced the journey from Brunel’s Thames Tunnel of 1843 through to some of the world’s biggest current construction projects such as Crossrail and Tideway.

With a combination of engaging graphic displays, diagrammatic illustrations, infographics, videos and interactive screens, visitors were transported deep underground to discover how engineers create, solve, design and innovate to shape a better world.

If you are planning an exhibition to celebrate a key achievement, give us a call on 020 7060 6301 or email us.

Underground engineering

The ICE commissioned 301 Design to create an exhibition to explore how engineers have overcome the many challenges of constructing tunnels deep underground.

Tunnelling timeline

We researched 50 landmark projects to trace the engineering of the world’s longest, deepest and most ambitious tunnels. Graphic displays followed a Tube map-style timeline on the floor.

Inspiring young minds

The success of the exhibition has been in shedding light on the extraordinary engineering involved, inspiring the next generation of engineers, and exploring the effects tunnels have on our lives.

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Contact 301 to discuss your exhibition project. Call 020 7060 6301 or email us.

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ICE Bridge Engineering

How do you transform a quiet library environment into an engaging and exciting engineering exhibition?

This was the task undertaken by the Institution of Civil Engineers (ICE) and 301 Design. The ICE’s vision to inspire the next generation of civil engineers has been realised in a series of exhibitions at their London headquarters in Westminster.

The first of this series was Bridge Engineering, which showcased the world of bridges, the engineers who created them and featured the world’s longest LEGO® bridge. Iconic bridges from the great Victorian engineers to the modern day long-span specialists were portrayed with stunning large format graphics, all created by the 301 Design team.

A new exhibition space

The ICE commissioned 301 Design to create a bridge engineering exhibition to raise the profile of civil engineering and promote the work of engineers to students, the public and industry.

Designing and delivering

We planned the exhibition space and created the graphic displays to highlight outstanding bridge projects and present innovative engineers who are transforming lives across the globe.

An inspirational exhibition

Bridge Engineering was a huge success: ‘An inspirational exhibition for visitors young and old to learn about how engineers shape a better world’.

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Get in touch with 301 to discuss an exhibition project. Call 020 7060 6301 or email us.

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TIME LED

One of the UK’s leading suppliers of electrical cable and lighting required a product rebrand.

301 were the marketing managers of the parent company’s portfolio of brands and were commissioned to do a brand review and create a new brand concept. The 301 team explored the marketplace, the options and crated a new brand name, TIME. The brand promise was that the product could be delivered throughout the UK in 24 hours, on TIME. The directors gave immediate approval of the creative concept. It was distinctive but familiar and could be used to drive a creative advertising campaign for years to come.

The 301 brand team spotted a window of opportunity to register the trademark TIME within the categories of heating and lighting. An integrated campaign of digital, in-store and print media supported the launch and distinctive packaging designs have quickly established a consistent and memorable identity in the DIY and electrical marketplace.

The TIME brand was born and TIME Cables and TIME LED Lighting were to be distributed throughout the UK. The client enjoyed a three-fold increase in cable business which shows the power of brand building.

301 continues to help new and existing brands grow their businesses.

About TIME

A brand review revealed the opportunity to rebrand an electrical cable range and launch a new LED lighting business.

On TIME

The brand name and brand story was created by 301 and welcomed by the client. The brand identity was designed with brand guidelines, packaging design, point of sale, advertising and website.

Delivering TIME after TIME

The brand name TIME made an immediate impact and is stocked in leading retailers and electrical wholesalers. A three-fold increase in business followed.

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Do you have a brand that needs refreshing or launching? Contact the 301 team on 020 7060 6301 or email us.

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Bill Brown's Bridges

"Dr William Brown, an engineer in the heroic mould who designed many of the world's most elegantly adventurous suspension bridges." The Times

Writing and publishing the biography of Bill Brown and telling the story of his creation of world-class bridge designs was the culmination of a 20-year design and business collaboration between 301’s MD David Boxall and the pre-eminent engineer.

David Boxall set up the brand communications of Brown Beech and established B2 as a brand name recognised throughout the world of civil engineering and bridge design. He ran the B2 business for 10 years and then set up 301 to further digital design and help other businesses build their brands.

Telling the story

301 Design took on the ambitious book publishing project to celebrate the career of an engineer who created iconic structures that have transformed cities and regions across the world.

Design innovation

The biography was authored, designed, edited and published as a 148-page hardback book entirely by the 301 team.

A limited edition were also published in a handmade presentation box.

A publishing triumph

Launched at the Institution of Civil Engineers headquarters in Westminster, London, Bill Brown’s Bridges has been distributed throughout the world of engineering and design to considerable acclaim.

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Contact 301 to discuss your publishing project. Call 020 7060 6301 or email us.

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