Bates came to us with a brand identity in need of focus. They had episodically used an origami bird as a visual, and we saw the connection to their core focus of helping to develop effective leaders. We made this metaphor the anchor of their visual identity and begin to develop a more proprietary look and feel.
One of their primary offerings, the ExPI program, served as a de facto sub-brand. Because this program was anchored in the science of effective leadership, we augmented the origami bird with new visual elements that suggested measurement and precision, as much as the transformative effect the program had on participants.