The Keys to our Bentley

Posted by Steve Merino on 21 April 2009 | 0 Comments

Tags: awards, rebrand

Like every creative director since the dawn of timesheets, my mailbox is packed with award show entry forms. As an agency, we could spend hundreds of hours and thousands of dollars trying to fill our shelves with every piece of hardware out there. So we need to be thoughtful about which shows we enter — and why.

That’s why I’m excited about the recent recognition we received by ReBrand for the work we did for Bentley Systems. Because much like Bentley themselves, ReBrand gets it.

Bentley found themselves in a unique situation. As an engineering and infrastructure software company, they looked around and saw a growing third-world population, global warming and diminishing natural resources and realized they needed to be a more vocal advocate for sustainability. Sustainabillity for the planet.  And sustainability for the infrastructure projects that they help design.

Similarly, ReBrand understands that award shows should be about more than just pretty pictures and listing who did the work. They should allow you to provide the setting, challenge, strategy, and most importantly, the results — in addition to showing the before and after images. It’s this strategic and comprehensive approach to branding that Garfield Group gravitates toward, and that’s why this award show rose to the top of our pile of award entry forms.

So in addition to thanking the talented team of Garfield Group art directors and writers who worked on the Bentley rebrand, I’d like to thank the unsung heroes of award shows. Bentley, for having the courage to successfully rebrand their company and utilize their rebrand effort to change the dialogue with their customers. I’d also like to thank ReBrand, for having an award show that’s dedicated to real strategic thinking and results.

You know. Things award shows should be about.