Communication Agency
B2B specialist
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Agence de communication spécialisée B2B
Communication Agency
B2B specialist
Select your language
Agence de communication spécialisée B2B
Collective intelligence support for the company's managers and employees to reposition the company, segment the services dedicated to professionals and private individuals, clarify the brand message and give each brand the right image.
On the eve of its fiftieth anniversary, Bourdin Paysage is rethinking everything and tells us about the keys to change
A marketing repositioning with a segmentation of the offering between the private market - which has a long history and has been somewhat neglected over the years - and the professional market (local authorities, businesses, developers, landlords, etc.). The creation of an identity territory for each of these markets, with different but consistent logos and graphic charters, print and digital sales aids, modern, easy-to-use websites, and a spectacular launch of this new brand identity(ies) to mark the fiftieth anniversary of this Loire-based company. A true 360°, just the way we like it at Thinkad!
And a strategy for each brand
We helped Bourdin's two-headed management team to clarify its offerings, target by target, and to define communication strategies that would encourage people to adhere to the brand and buy the company's services.
We've listened and learnt a lot in the first instance. Our advice and recommendations need to be adapted to the unique characteristics of the landscape contracting market, which we have gradually discovered and integrated.
Bourdin is a company recognized in its territory, by architects, local authorities and private individuals. Its brand image is good. We simply updated the historic "landscape" logo, which we decided to associate with the BtoB activity (the most visible today). It served as a model for the creation of the 2 other logos, for the consumer activity on the one hand, and for the compost platform, the company's 3rd most recent activity. The "by bourdin" logo, in the same color and typeface as the parent brand, supports the 2 new brands, capitalizing graphically on the Bourdin brand's well-established reputation. The choice of handwritten typeface evokes the very human nature of the business, which relies on the know-how of collborators.
We used the signature "our footprint shapes nature" to create a visual footprint pattern that will charter all visual communication, whatever the activity.
The company is organized by brand.
Bourdin paysage, the brand for professionals, is divided into 5 activities. Each activity is associated with a color, which facilitates the differentiated creation of communication media dedicated to one or other of the BtoB markets.
The signature and its visual expression of palm prints, present in each charter, create the link between the activities.
Translated with DeepL.com (free version)
The graphic line of the pro brand is based on the four seasons.
4 images, 4 colors that harmonize with the 5 shades of the activities. The signature becomes the title of the brochure, with its palm print in clear varnish.
Locating and understanding the business
Located in a ZAC increasingly invaded by BtoC commerce, Bourdin competes visually with mass-market retailers who don't skimp on signage. We suggest they invest in flags and signs with white backgrounds, which contrast well with the green and dark brown surroundings, to reinforce their presence in the distance.
A revamped B2B site, a simple and effective BtoC site, and a site destined to open up to both markets.
The aim of the sites is above all to be well referenced, in addition to the Yellow Pages strategy that we also managed as an agent. We chose a Google-friendly WordPress template and defined a tree structure and zoning to facilitate navigation and engagement - which we then adapted and set to the colors of each brand.
A customized PowerPoint catalog
This is probably the most unusual document we've produced for this activity: entirely designed in PowerPoint, it's both graphic and interactive, allowing the images and texts in the catalog to be updated without our help, and uploade in the sales reps' digital tablets.
A corporate project managed with collective intelligence, launched at the company's annual review meeting.
Think Ad led the "world café" session with all the employees to collectively come up with good ideas for the customer evening, goodies, entertainment... then piloted the project team in charge of carrying out the event for 6 months and took part in staging the evening event.
The 2017 greetings card not only introduced the 3 commercial brands, but also revealed the preparations for the fiftieth anniversary, with a "save the date". The event's visual and slogan will also become a strong brand element throughout the year, cohabiting with commercial and corporate communication.
