Buel renaming and branding
PRA, an international rope access company that had outgrown their name and with a bad reputation as thrillseekers, approached us for a brand overhaul: naming; strategy; and visual identity, in order to attract more blue-chip clients. After we conducted interviews, comms/competitor audits, and workshops, I came up with the name Buel. The word is a neologism – it's solid, monosyllabic sound reflecting the resources sector Buel works in. The visual identity, created by the team and rolled out by myself, is loosely based around safety chevrons; this and a solid typeface convey the new strategic message of safety and reliability. The brand rollout has been hugely successful, with JV interest from numerous blue-chip organisations that had previously avoided the company.
