Background and Challenges
Dozens of chambers of commerce in Vietnam appear to have similar offerings. BBGV had a unique value proposition but its brand look and feel and working spaces both failed to communicate that efficiently. BBGV is one of 100s of British International chambers of comerce and one of dozens in Vietnam, the diverse audiences of this brand posed a challenge. The solution needed to fit into Vietnam but still be meaningful to external audiences.
BBGV has a long history in the country and the habit of people calling it BBGV presented an opportunity of ownership of bold, minimalist brand mark coupled with a set of "tribal" brush strokes, each carrying an attribute of the brand. We extended the brand into the physical space by specifying materials, surfaces, wall graphics, way-finding, and exterior signage.
BBGV's new identity received praise from the UKTI team and always stands out clear against the backdrop of logos at BBGV co-sponsored events and functions.