Situation
After 14 years of operating as Hoovers Commercial Interiors, the company had evolved into a higher scale, commercial furnishings consultancy and supplier that was capturing larger and larger contracts. The time was right to consider their stance in a highly competitive market and get properly positioned to gain a larger share of the business.
Solution
We worked closely with the principals of the firm to identify their strategic goals and create a brand positioning process that was customized for their team. After conducting in-depth interviews with clients and staff and benchmarking key competitors, we prepared and facilitated a brand workshop and created a new communications platform that ultimately resulted in our recommendation to re-name the firm – Be. Workplace Design.™
Results
In creating a name, we also created a conversation. Be. Beautiful, Unique, Visionary, Creative, Productive – inviting clients and prospects to imagine what their space can become. The new language and look of Be. is open, aspirational and inspirational, and it came to life in a new website, brand identity and graphic standards, signage, fleet graphics and more. This has resulted in not only expanding offerings to existing clients but also attracting new ones.
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2019/05/Be.-1-Logo-1024x478.png)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-2-Laptop-iPhone-1024x492.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-3-IPad-1024x571.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-4-Brand-Story-1024x388.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-5-Product-Brochure-1024x829.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-6-Standards-1024x840.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-7-Testimonials-1024x369.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-8-Bus-Cards-1024x945.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-9-Water-Bottles-1024x528.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-10-Branding-1024x528.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-11-Website-645x1024.jpg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Be.-12-Photo-Grid-1024x635.jpg)