Following the successful development of the Global Footprints Scholarships (GFS) microsite, Saie Comms was engaged to lead the rebranding of BBM and redesign its main website. With a long-standing history and deep connections to its stakeholders, BBM recognised that this was a critical time to refresh its overarching brand to align with its vision, modernise its image and better connect with its evolving audience.

Navigating the Legacy of BBM

BBM’s name and legacy hold significant meaning for its Board and many invested stakeholders. Saie Comms worked closely with the Board and CEO, providing strategic guidance to help balance the need for a refreshed, forward-looking brand with the importance of honouring BBM’s history. The rebranding process focused on:

• Retaining the BBM name to preserve its identity and legacy.

• Modernising the brand to reflect its future-focused vision and audience.

• Letting go of outdated elements, such as the traditional red, white and blue colour scheme, to better align with its purpose and values today.

Defining the Rebrand Strategy

Through consultations with the Board and CEO, Saie Comms outlined the key reasons for rebranding and the elements to consider, emphasising:

• The vision, target audience, key values and agreed themes that accurately represented the organisation.

• The need to respect the organisation’s legacy by maintaining core identifiers like the BBM name.

• The importance of modernising and streamlining the brand for flexibility and consistency.

• The ways aspirational and abstract design could be leveraged to represent growth, opportunity and diversity; without limiting the organisation’s future.

The New Brand Identity

The rebranding effort culminated in a refreshed logo and identity that aligns closely with the Global Footprints Scholarships branding, creating harmony across the organisation’s visual language.

The selected concept features:

• Deep teal as the baseline colour, symbolising BBM’s maturity and strength.

• A colour palette transitioning from blues to greens and yellows, representing growth, evolution and opportunity.

• A clean, modern design that reflects BBM’s roots in agriculture, horticulture and trades, as well as its focus on sustainability and change.

The updated identity underscores BBM’s journey of transition and evolution while ensuring the brand remains relevant, vibrant and connected to its mission.

Website Redesign and Development

As part of the rebranding process, Saie Comms led the redesign and development of BBM’s main website, ensuring it aligned with the organisation’s refreshed identity and vision. At first, BBM aimed to leverage external tools for showcasing their historical archives, but this approach ultimately proved unfeasible.

Saie Comms therefore developed a creative approach to presenting BBM’s historical data within the new website. This included the integration of Little Brothers stories, a key feature celebrating BBM’s rich legacy. The stories were carefully tagged, and a custom search function was developed, enabling users to filter stories by arrival date, ship or flight number, or name. This enhanced functionality ensured that the historical resources remained accessible and easy to explore, connecting visitors to BBM’s significant past.

The redesigned website features a sleek, modern design built on the Squarespace platform, aligning closely with BBM’s refreshed brand identity. It offers a fully customised, mobile-friendly experience, tailor-made pages, and user-friendly tools like a customised contact form and links to social channels. The site’s design was crafted to ensure consistency with the new brand while addressing the practical needs of BBM and its stakeholders.

Training and support were provided to the BBM team, ensuring they could confidently manage the website post-launch. The website redesign successfully combined BBM’s modern vision with an enduring respect for its historical roots.

Positive Reception

The refreshed brand and website have been enthusiastically received by BBM’s Board and stakeholders. The new identity honours BBM’s legacy while positioning the organisation for growth and relevance in its next chapter.

Explore BBM’s updated brand and website to see how Saie Comms helped shape its vision for the future.