Bentley Systems Brand Launch
“Garfield’s “Brand DNA” process helped us distill our value proposition into a unified, compelling message, and because our target audience includes engineers and architects, the graphical “vocabulary” we developed together was essential to effectively communicating our brand.”
— Chris Barron, VP Corporate Marketing, Bentley Systems, Incorporated
How do you reposition a brand to embrace a bold new vision?
Bentley Systems wanted to elevate its brand to better align with important issues and communicate its core values, creating a stronger overall marketing foundation.
Challenge:
Bentley Systems is one of the world’s largest providers of software solutions to the AECO (Architect, Engineer, Contractor, Owner) industry — supporting the design, engineering, construction and management of the world’s infrastructure. Infrastructure like roads, bridges, transit systems and utilities that provide clean water and clean energy. Many of these are massive, billion-dollar projects that improve the quality of life and promote economic growth in developing countries.
Today, a very important theme in the infrastructure industry is sustainability — the ability to create and manage infrastructure in the most efficient and “green” manner possible. Bentley asked us to help them elevate their brand’s “Creative DNA” to connect in a deeper way with this higher mission, demonstrating how infrastructure has the power to improve the quality of life around the world. Teaming with Bentley, we helped to tell their story in a new, compelling way… under a new umbrella theme of “sustainable infrastructure.”
Results:
Working closely with Bentley’s senior team through a series of deep strategy sessions, we developed new messaging, brand attributes and finally a new look/feel/theme (what we call Creative Brand DNA). This eco-friendly approach told the Bentley story in a compelling new way — and created an emotional connection to their brand by showing how sustainable infrastructure — clean air, water, energy, etc. — helps improve lives around the world. The new brand also incorporates vibrant colors and dramatic photography of successful Bentley projects, presenting infrastructure in a more heroic way, also honoring the profession in which they work.
