The campaign is the first to showcase BGN’s new visual identity for Brand Attic, one arrived at in close collaboration with their team, and designed to put all of Brand Attic on the same page internally, while simultaneously providing a solid foundation for Brand Attic’s passionate, creative in-house team. Using photography taken in and around Portmeirion in North Wales, the campaign is supported not only with BGN’s overhauled Brand Attic identity, but clearer, more concise messaging to make the brand’s point of difference clearer than ever before.
Brand Attic’s previous identity had become difficult for its in-house team to work with, with a visual system that was only getting more and more cluttered over time. BGN set about streamlining the number of visual assets associated with Brand Attic, creating a typographic system with different typefaces for each of the sexes, along with a series of grids to make the process of creating new social graphics and print pieces effortless internally. This was then topped off with comprehensive guidelines dictating how to apply text over photography – something which immediately came into play with Brand Attic’s latest campaign.
Having already been rolled out on a TV ad shown on Sky’s AdSmart platform, as well as a series of print ads at London Underground stations, Manchester’s Metroshuttle buses, railway stations throughout the UK and six and forty-eight sheets nationwide, the campaign is a promising first step for BGN – an agency that first opened its doors in April.
Steph Linton, e-commerce manager at Brand Attic said: “2017 is the year for Brand Attic to set solid foundations for further growth, and redefining our visual identity was a key part of that. Our organic growth prior to the rebrand presented us with the data we needed to better understand our audience, and BGN have helped us translate that into a strong visual identity and point of difference, even in a market that is as crowded and competitive as ours.”
Antonio Giansante, operations director and founder of BGN said: “This was one of our first projects at BGN, and one that has run smoothly from start to finish – leaving Steph and the team with a more coherent toolkit to stand out from the crowd The Brand Attic team have been a joy to work with, eager to benefit from our brand-led approach and position Brand Attic as a serious contender in the market.”
