A cultural transformation through branding

Services
- Cultural Switch
- Brand Diagnosis
- Brand Positioning
- Brand Narrative
- Sales Pitch
- Product & Service Innovation
- Brand Ecosystem
- Visual Identity Design
- Editorial Design
- Signage Design
- Retail Design
- UX/UI Design
- Experience Design
Industry
- Consulting and Professional Services
- Retailers
Client

Bernadí

Bernadí is a family business that has become a leader in workplace furniture in Barcelona. However, updating the brand and culture became critical in order to thrive in new competitive contexts.

Challenge

Recognizing the distributor's
expertise

With its accumulated expertise and close relationship with brands and designers, Bernadí is much more than a distributor. It is an entity capable of creating knowledge and value. Transmitting this knowledge would be central to the new brand.

We proposed a transition from distributor to consultant, from sales to advice, and from interior design to the creation of new work cultures. In a nutshell, we helped Bernadí to tell its story better by naming its differentiating arguments: Concept Spaces and the B Method.

Work forward:
a new narrative
for Bernadí

Work forward is Bernadí's motto: a way of understanding work spaces and collaboration with workplace managers, architects and interior designers. A claim that is a call to action and creation.

solution

A turning
point in the
narrative

Bernadí's rebranding was also a clear opportunity to leverage both the company's culture and narrative.

From the workplace to all kinds of spaces where work could happen. From retailing to consulting. From the walk-in store to an exchange hub. A profound transformation of ways of working that were already in place but needed to be standardized and to reach all employees. Rebranding opened the perfect window of opportunity to communicate this change and make it a success.

Before / After

Simplification
to tackle
complexity

The new brand clearly simplifies its predecessor by moving from an Egyptian typography to a contemporary Grotesque retouched alternative. This marked the beginning of a minimalist identity that combines design and expertise.

Modularity and
flexibility, the
Bernadí brand

The communication is transferred to a dynamic visual language inspired by the grid of interior design spaces.

This adaptability makes it possible to respond to the growing needs of the brand, which is moving from editorial to digital content using photographs that are not always proprietary and often depend on third parties. A simple resource to adapt to the complexity of a sector in constant evolution.

Solution

Wit
as part of
a personality

The new brand tone switches the formality of the previous one for a wit that speaks to the creative class, the prescribers of Bernadí to all types of clients.

The self-referential creative messages become part of the brand's verbal identity and a distinctive hallmark of the new Bernadí.

Bernadí Hub
and The Next:
partners in change

We created two names for two core elements of Bernadí's transformation, which began to function with the new brand: Bernadí Hub, Bernadí's headquarters, meeting point for The Next, the community of workplace experts hosted by Bernadí.

The Bernadí Hub replaces the old showroom, combining a physical exhibition, workspace sandbox, coworking space for The Next community and, of course, Bernadí's headquarters. It became clear that this space should act as an exchange hub, as a link, as a cluster.

solution

Signage
for a space focused
on innovation

We created the messages for the Bernadí Hub while maintaining the brand tone and drawing inspiration from the Mediterranean concept of interior design.

Ad-hoc decorative vinyls recreate the geometric patterns of the wooden lattice and become another element of the brand language for the Bernadí Hub. Messages were also created for each space to reflect Bernadí's new values and attitudes.

Digital experience

A website
as a virtual
showroom

In B2B companies, a website is an indispensable business tool. For this reason, the copy, grid and experience all followed the same lines.

To develop editorial and photographic content beyond a catalog or a window display. The new website incorporates case studies to highlight Bernadí's expertise and shifts from talking about individual pieces of furniture to spaces as a whole.

solution

Design thinking
to power
innovation

In line with the strategy, we co-created different innovation proposals based on Design Thinking and empathy maps, with the aim of creating value for the different audiences, differentiating the brand and bringing all brand touch points to the level of what its team is capable of achieving.