Basalt
Naming + Brand Identity
Basalt is a team of software technologists who are innately driven by innovation and the idea of disruption. From concept development and ideation right through to development, testing and product release, they develop disruptive solutions that help their clients become better at what they do. Wayne Zwiers, CEO and founder of (what was) Black Beard had recently bought back ownership of the technology portion of the group and had a different vision to his old partners about the direction of the company. He needed a new brand to reflect this change and this new brand meant a new name, strategy and identity for the company.
The scope of this project meant that we needed to set several targets along the way. These included:
1. Giving the company a fresh name that spoke to their new direction and what they brought to the table
2. Helping to bring the new direction and strategy to life through a clearly defined Purpose and unique Positioning
3. Creating a unique brand identity that tied everything together.
“While Basalt retains Black Beard’s quest for the ‘next best’, we’re also more certain of who we are, our key skills and expertise, and how we can harness our ideas to break new ground for clients and partners”
- Wayne
“I want it to look like a fashion brand”
- Wayne
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