BBI Group

Rebrand, naming and brand architecture

The brief

BBI Group has been a trusted partner to some of the world’s leading diagnostic and healthcare organisations for 25 years. Rapid growth without a clear strategy had resulted in a mixed portfolio of trading brands. Customers were not always aware of the range of products and services, and cross-selling opportunities were not being maximised. In order to promote more of this, encourage innovation, help develop new partnerships and bring the group closer together, BBI needed to review the platform for its brand, its various names, brand architecture and visual identity.

A better life

Having got to know the business by visiting locations as far apart as Dundee, Cardiff and Kent, and interviewing key stakeholders, our first job was to help define the vision that drives BBI forwards – ‘a world where everyone has the opportunity of a better life’. A simplified structure of 3 divisions enabled a more consistent visual identity to be introduced, which reflects the core values and personality of BBI. The refreshed branding was launched in May 2013, with new websites for all parts of the business, new collateral, signage and uniforms.

Bringing everyone together

One of the biggest achievements has been to bring everyone together under the same, simple BBI brand. With facilities as far afield as South Africa, USA and UK, the brand has a key role in making connections, both internally and in customers’ minds. Cross-selling opportunities are being taken and the outside perception of BBI is that of a modern, innovative market leader with nearly 30 years of experience. The brand also provides a framework to integrate future acquisitions, quickly and seamlessly into the Group.