Lowdown

When we were approached by the General Manager of Bunbury & Nicholas Machinery to assist with the redevelopment of the company’s brand, we were warned it could be a challenge.

With the original founder, Pip, still being a key part of the business, as well as being instrumental in the creation of the company’s logo nearly 50 years ago, we knew that our Discovery was going to need to be more important than ever.

Understanding the emotional attachment to a brand is critical and even more so when it comes to founders. For them, the business is like a child and a rebrand can be a really hard project to grapple.

Pip and Darren were both really open with us and it gave us the opportunity to develop a strong rapport and really understand what it was about the original brand that was important and had meaning.

It was then about crafting a revised brandmark which took the equity from the original brand but addressed some of the challenges of its execution, including appealing to a changing market and looking like the modern, state of the art business that they are today.

Crafted typography to realign the angles in a more positive direction along with releasing the name from the tight constraints of an ellipse, while still maintaining the form and shape of the original brand, we developed a modern and more open mark which will assist the business in forging ahead for another 50 years.