Baycon: Sustainable Architecture Through Innovation

The Challenge: Rebranding 12 Years of Experience

Baycon is a chartered architectural technologist company with 12 years of experience in the construction industry working on residential projects with an emphasis on sustainable design and construction.

They have a particular interest in the use of sustainable timber in their projects. When Baycon wanted to rebrand themselves and create a fresh new look and feel they came to Spellbrand.

This challenge requires:

• Rebranding: Create fresh new look and feel
• Sustainable design: Emphasis on sustainable design and construction
• Sustainable timber: Interest in use of sustainable timber
• Accessibility: Services accessible to everyone regardless of project size

Brand Strategy: Iconic Treatment That Transcends Competition

Starting with distilling their brand strategy the strategy team at Spellbrand created a creative strategy that involved an iconic treatment that transcends their competition. Coming from the Shetland Islands, the client has extensive experience in designing attractive energy-efficient homes, suitable for a harsh environment. Good management and efficiency are key to the success of their company.

This brand strategy works because:

• Iconic treatment: Iconic treatment that transcends competition
• Shetland Islands: Extensive experience from Shetland Islands
• Energy-efficient homes: Designing attractive energy-efficient homes
• Harsh environment: Suitable for harsh environment
• Management and efficiency: Good management and efficiency key to success

Brand Mission: Accessibility Through Innovation

Sustainability, quality, innovation, value for money, and efficiency are all important to the client. Ultimately they want their services to be accessible to everyone regardless of the size of the project. They believe that sustainable design features shouldn’t only be accessible to those who can afford them as an extra, they should be accessible to all potential clients. They think this can be achieved through innovation and thoughtful design. They want to grow the company with a strong reputation for providing superior service and excellent value for money.

This brand mission works because:

• Core values: Sustainability, quality, innovation, value for money, efficiency
• Accessibility: Services accessible to everyone regardless of project size
• Innovation: Achieved through innovation and thoughtful design
• Reputation: Strong reputation for superior service and excellent value

Target Audience: Broad Spectrum of Clients

A broad spectrum of clients from young couples building their first home to elderly people downsizing for retirement. In the future, they may also have commercial clients. Sometimes there are tight budgetary constraints but not always. People looking to build will be looking for someone trustworthy to guide them through the process and they will always want value for money.

Brand Solution: Baya Weaver Bird Symbolism

Baya is in reference to the Baya Weaver bird, which is best known for its elaborately woven nests. A widespread folk belief in India is that the Baya sticks fireflies with mud to the nest walls to light up the interior of the nest at night. This really symbolizes my low energy design and sustainability aspirations for the company. Although it is only a folk belief it still reflects a desire to be innovative. Tech or tec is an abbreviation of technical and encompasses all the construction services the client hopes to offer now and in the future.

This brand solution works because:

• Baya Weaver bird: Reference to Baya Weaver bird with elaborately woven nests
• Firefly symbolism: Folk belief about fireflies lighting nest symbolizes low energy design
• Sustainability: Reflects sustainability aspirations
• Innovation: Reflects desire to be innovative
• Technical services: Tech encompasses all construction services

Results: A Rebrand That Reflects Sustainability and Innovation

The brand identity we created for Baycon successfully rebrands their 12 years of experience in sustainable design and construction, positioning them as a chartered architectural technologist company with an iconic treatment that transcends competition. The Baya Weaver bird logo design, symbolizing elaborately woven nests and fireflies lighting the nest, reflects their low energy design and sustainability aspirations while maintaining their commitment to accessibility, innovation, and excellent value for money.

Today, Baycon uses this brand identity to attract clients from young couples building their first home to elderly people downsizing for retirement, positioning them as a company that makes sustainable design features accessible to all potential clients through innovation and thoughtful design, with a strong reputation for providing superior service and excellent value for money.