Formerly known as ‘The Structure Group’ in Europe, Baringa Partners’ expert knowledge on optimisation of processes & systems in the energy, utilities and financial markets allows them to deliver high value to their clients.
The branding process began in late 2008 with a Brand-Vision™ (VGroup’s project blueprint) workshop involving Structure’s staff, to really get inside the company’s personality, values and strengths. Our branding “Discover” stage included surveys and questionnaires completed by the directors and staff, which we used to determine their core values as well as a shortlist of possible new company names.
The naming process, involving extensive global, linguistic and trademark research, resulted in a short list of names, which in turn lead to the management and staff voting for ‘Baringa Partners’; meaning ‘light’ in Aboriginal – it was also the name of the house where their business began in 2000.
We then got to work on the new visual identity, to reflect Baringa’s reputation for being quality focused, contemporary, established yet innovative, highly professional but warm and friendly. And so, a star was born! The star symbol that forms part of the new Baringa logo is the visual representation of Baringa Partners’ unique culture; People + Partnership = Results. The symbol was designed as a core brand element within the identity, along with an unusual colour palette, distinctive typeface and art direction of black and white photography featuring key employees.
Application of the identity followed throughout the company’s communications including their brochure, templates, exhibition stand and their website. Other launch and general marketing collateral has included screensavers, Flash presentation and signage.
To ensure Baringa Partners have everything they need for an impressive and consistent use of their new identity in their daily working life, we also produced Word and PowerPoint templates, and their comprehensive Brand Book to ensure an ongoing education and reference point for the use of their identity.
It’s been a fantastic journey for both VGroup and Baringa Partners, with the results and client feedback making all the hard work so worthwhile. Here’s what some of the Partners had to say about the experience …
“I just wanted to also drop you a note to thank you for everything VGroup has done to help us with this launch. Friday went terrifically well, and yesterday’s launch to clients went well too … the quality of the website, the literature, the logo, etc has been absolutely top class. I know we haven’t been the easiest client with whom to work, but you’ve managed to generate a great outcome despite that!”
- Mohamed Mansour, Managing Partner, Baringa Partners
“Just a quick note to give you an update on our Brand launch yesterday.
In a nutshell, it went very, very well. I did a quick trawl of people’s view after the meeting and universally there was a level excitement and support for the new brand. In particular the presenter went down very well – even made some a little emotional I think (‘it bought a tear to me eye…’, ‘it made the hairs on the back of my neck stand-up’, and other quotes….) So, many, many thanks for all of the efforts, advice and excellent quality output – we are very happy! ”
- Dan Look, Partner, Baringa Partners.
You can check out the animated presentation we made for Baringa to present the new brand to all the staff for a taste of how it all fits together.