How do you create a telco brand that is looking to balance mission-critical services with human-driven benefits?
Founded in 2004 and with a heritage serving the world’s largest financial institutions, BSO is a global pioneering infrastructure and connectivity provider, serving more than 600 data-intensive businesses across diverse markets such as financial services, technology, energy, ecommerce, media and more.
Our brief was to rebrand BSO from the ground up including brand research, brand strategy, a new visual identity system, a brand communications toolkit, brand rollout and the ux and ui design of their global website.
Our goal was to create a brand that straddled the contrast between being a cutting edge technology business built for speed and performance combined with a human solutionists attitude and mind set.
The organising idea of ‘built for better’ created a central messaging theme that sits at the heart of the brand proposition. The ‘Built for…speed, innovation, connectivity and insight messaging platform extend across all the brand communication touch points to deliver a joined up and broad verbal brand language. The design and visual styling is focused on delivering a cutting edge digital look and feel that embodies the dynamism, speed and attitude of a digitally native business.