Bi3 - Relative Marketing

The background

Based in Preston, Bi3 is a highly specialised electronic security business renowned for its expertise in human, vehicle and object detection. They provide tailored security and business intelligence solutions, meticulously designed to answer the unique requirements of their customers' sectors and individual companies.
Having successfully designed and built their website previously, Bi3 knew they were in good hands. It also meant that we at Relative had a very good understanding of their business and brand, which is always a great starting point.

Our services

Design studio

How we helped

Branding
Graphic design
Project management

The challenge

Bi3 no longer wanted to just be known as a security business, but a forward-thinking business that helps companies make strategic decisions through their ‘Business Intelligence’ support and innovations.

We needed to create a brand update and style to define the new direction the business was heading. The update was to reflect the three areas of focus for the company ‘Human, Vehicle and Object Detection’.

Relative’s task was to create a logo that encompasses these areas, as well as stylised icon(s) instantly recognisable to the Bi3 brand. A fresh new look to be utilised through all internal and external communications, that also must complement the existing logo and branding.

The solution

The first step was to research into Bi3’s existing branding and logo design to see how it could be adapted to compliment what was already created. They were keen to keep their current colour palette. Helpfully for us there are three main colours – one for each area they wanted to represent (Human, Vehicle, and Object).

Getting a logo right is tricky, and so we went through many different varieties in order to land on a version that perfectly fit the bill. We landed on a simple, distinct, blocky illustrative icon to represent each area. The icons were housed in a frame to show the detection element. The frames were also colour coded to the area. Sitting together they create a cohesive logo. When shown individually the use of specific icons and colours helps to visually differentiate the three areas.

Our brand guidelines document takes in the overarching ‘Human, Vehicle, Object Detection’ logo and also the individual, sub-logos, that sit below it. As well as explaining the rules and uses of the logos, the different file formats and versions, colours, fonts and typography, tone of voice, and icons and imagery. And how it all must be used to compliment the main brand logo.

The results

Establishing a definitive identity for the business, and creating an on-brand website that encapsulates all that the company stands for, has proven to be a crucial factor in driving growth in their targeted arenas. The brand has been rolled out across much of their digital and marketing collateral, infusing all communications with their unique brand style.

The client has been suitably impressed and excited with the result that ticks all their boxes and achieves all the goals that were initially set out, and more.