So, there we were, sat in the studio thinking of why we do what we do. Then it dawned on us; we had never spent the time to really understand why we win or lose work, how we do what we do and the impact it has on our clients. Then we started to look at other agencies in London and further a field, and saw a familiar pattern. Many agencies simply say what they do, i.e. ’we are strategists’, or ‘we are brand experts’… But for us, with so many agencies out there saying the same thing, we wanted a different approach.
Before we even started to look at our BVI (brand visual identity), we wanted a proposition that was different, something we could hang our hat on to really drive home what we do. Our focus (as always) is on the client; we take the time to understand and develop appropriate strategies that marry to their specific business’ brand objectives. In this way then, we aim to give our clients the tools they need to succeed. It was this philosophy and approach to working relationships that stuck with us. So how could we communicate that in an effective way?
After months of strategising tag-lines and concepts, it was ‘Enabling Clients’ that seemed to encompass everything that Bunker Creative stands for. Our commitment to our clients and the delivery of their brands is something we take great pride, respect and dedication in. We have an endless passion to collaborate with our clients, enabling them to succeed through the brands we create or evolve.
Another aspect of the rebrand which kept being questioned was: “Is Bunker Creative a branding agency or a graphic design agency?” Now, because we work at brand and strategy level, through to execution, we didn’t see the need to define us as either. We work on new brand and brand evolutions, and we also work on ad-hoc projects like flyers, brochures and even posters. And at the end of the day, we just like working with cool people, regardless of how large or small a project is. As mentioned previously, our philosophy is to give clients the tools they need, regardless of the size of the project or the exposure it may bring.
So now our thinking was done, it was time to get to work on our BVI. We were working on an icon for a while, with everyone in the studio, having some input at different levels, with the aim of working towards one which had both the ‘B’ and ‘C’ of Bunker Creative. The amount of bespoke ‘B’s we explored was staggering but necessary for us to get to the final solution. We wanted to use positive and negative space to create a more dynamic identity. From there we continued to refine our new layouts, typography, colour and TOV (tone of voice) to the brand you see today.
We looked at this project like any other client project. We had no preconceived ideas of what it would do, say or look like… we went through phases of discovery to unearth what the brand is and how best to communicate it. We hope you like what we’ve done and look forward to rolling out more communications in the future.