Crafting the Global Footprints Scholarship Brand

In 2022, BBM engaged Saie Comms to create a dedicated microsite for what would eventually be known as the Global Footprints Scholarship (GFS) program. At the time, BBM’s existing website was not designed with its target audience in mind - young people from Agriculture, Horticulture, or Trade backgrounds seeking global opportunities to enhance their careers. This made it challenging for BBM to effectively connect with them or showcase the unique benefits of their scholarship program. Saie Comms was therefore tasked with developing a modern, engaging platform to reach this audience and highlight the program’s transformative offerings.

The microsite design was thoughtfully crafted to reflect GFS’s core values, incorporating earthy tones, vibrant imagery, and personal stories to create a relatable and inspiring experience for the target demographic. The Squarespace CMS platform was chosen not only to meet the project’s initial requirements but also to provide scalability for future growth and development.

As the microsite took shape, it became clear there was an increasing need for the scholarship program to be renamed and rebranded. The former name, tied to BBM’s original identity, did not resonate with young people unfamiliar with BBM’s history or the program’s purpose. Saie Comms proposed the name ‘Global Footprints Scholarships’ to encapsulate the ideas of global exploration, meaningful impact and care for the planet.

To complement the new name, Saie Comms designed a visually striking logo that captured these ideals. The logo features footprints, symbolising personal journeys and enduring impact; a globe, representing global opportunities and interconnectedness; and topographic lines, evoking agricultural landscapes, diverse pathways, and the exploration central to the program. Together, the name and logo established a clear and relevant identity that connected meaningfully with the program’s target audience.

What began as a simple microsite organically evolved into a dynamic and engaging brand. This transformation also triggered the design of additional collateral and signage to represent and reinforce the GFS brand across various touchpoints.

The decision to use a flexible CMS platform like Squarespace set BBM up for growth, enabling future enhancements such as optimising scholar profiles to make content more searchable and accessible for potential applicants.

The success of this project was built on the strong partnership between Saie Comms’ Jillian Betts and the BBM team. Their collaboration ensured that every step - from concept to execution - aligned with the program’s goals and the needs of its target audience.

Today, the Global Footprints Scholarships program demonstrates the power of strategic branding and collaboration, connecting young people from Agriculture, Horticulture and Trade backgrounds to a world of opportunity and global experiences.

Learn more by checking out the GFS website.