01 —
Approach
Find your purpose.
Unprecedented challenges – including a reeling home building market, a transitioning labor force and new membership needs – put the Builders Association of the Twin Cities (BATC) in a precarious position.
The association evaluated its purpose, operations and growth goals and reset its mission to support a successful post-recession comeback.
02 —
Results
- Clarified the Association’s industry role and guided focused operational changes.
- Confirmed the viability of the BATC name.
- Established a brand hierarchy to support valuable properties and sub-brands.
- Refreshed its logo and identity system.
Valuable properties and sub-brands help BATC members build their businesses through marketing, advocacy and industry connections.
Beehive PR led BATC through a brand pyramid exercise that focused and created a roadmap to help BATC’s board, staff and members live the brand.
BATC created a new visual identity that honored its heritage while putting a more contemporary face forward.