Fresh perspective

• New website launched attracting two fold increase in traffic
• Consistent visual brand identity scheme created
• Refined communications processes implemented to reduce admin burden
• Automated industry alerts system established

BCA, formerly known as the British Association of Chemical Specialities, took the opportunity in 2021 to review their marketing activities which culminated in a decision refresh the brand entirely. We were asked to consult and complete the project which would incorporate an analysis of brand awareness, an internal stakeholder fact find, as well as a digital presence and administrative processes review. The main aim of the project was to raise the profile of the organisation and attract new members.

The starting point for us in any brand design project is to understand the essence of the organisation we are working for. We carried out an external review of the existing communications, gathered opinion from external and internal stakeholders before reporting our findings and recommendations to the senior leadership team.

A significant decision to adjust the name to BCA was taken. This reflected the wider scope of BCA’s activities across five significant chemical industry areas. Our design team then got straight work visualising the new identity before embarking on a nine month process to create a new website, exhibition stand and marketing collateral.

Our full service capabilities meant every element was completed in-house and fully project managed allowing the BCA team to concentrate on their day-to-day.

BCA or British Chemical Association to give its full name, was established in 1983 and has been a voice for the UK chemicals industry in the UK and EU. BCA provide valuable advice and resources to industry whilst also representing members’ interests with government and other leading authorities.

• Brand auditing
• Brand corporate identity design
• Website design and development
• Email marketing
• Exhibition stand design
• Project management