Backbase ReBRAND | 2019 - 2020
Backbase Connect 2019 was so successful that the company decided to adopt the event theme as the new corporate brand.
However, a rebranding process is not easy, especially for a company with over 1000 employees. It took us a lot of persistent and thorough work to bring the new brand to the entirety of Backbase.
We were a team of 3 designers and 2 copywriters. (Check the brand guidelines here)
Here is how we did it:
01 | Brandfolder
Brandfolder is a supplier that provided a platform for brand assets, such as guidelines, logos, typography, colors, images, and PDFs.
However, for a long time, it was of exclusive use to the marketing team plus a select few. As its administrator, I saw that as an opportunity to spread the new brand by repurposing and expanding the tool.
I contacted the supplier and renegotiated our terms to have more storing space, as well as to integrate it with Salesforce (another supplier largely used across multiple departments of the company).
I then gave automatic access to the platform to all @backbase.com emails and started promoting it to everyone in the company. It also became a briefing platform for outsourced projects: we now would grant access to any agencies working with us.
02 | Master Slides
One thing is certain about Backbase: the company is a content powerhouse.
Almost every department produces daily valuable content that can easily be promoted to grab the attention of potential customers.
However, as different departments would produce their own content, they'd also do it using different tools. Needless to say that each department would also come up with different ideas of what the brand should be, which caused a constant struggle for us, as we were the ones adjusting all that content to our campaigns.
We solved both problems by creating a systematic template in Google Slides, together with instructions on how to use it. This way, we would have a central, open platform for everyone to create content, not only unifying everything under one brand but also significantly optimizing our department's work.
03 | Onboarding new hires
Of course, having all those assets available was not enough. We needed to make sure it would be well known across the company, including new employees.
I took that as my personal mission and started working on the monthly onboarding process for new hires, doing a 30min presentation on how the marketing team worked, as well as how they could access all of our brand assets.
04 | The website
For our main digital portal, we had a real challenge: we needed to make it look rebranded without recreating the whole platform.
The simplest solution was to update the color schemes and the images, then slowly start building the new tone of voice in every new landing page, press release, or campaign launched.
It took us 3 months to fully update the website. Considering all constraints, I am really proud of what we achieved on this one.
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