Boogertman + Partners, a leading African architecture firm, approached Brandrenew to help launch the new brand and culture to staff. The brand concept “Human centered design” was a good place to start building a proprietary culture.

We found that what differentiated this firm was the collective of unique strengths. Each staff member’s personal strength is woven into a strong yet very individual collective that forms the basis of each project, each interaction, and each space. We called this the Collective + and proceeded to build a launch around this theme.

The intention was to build an event with interactive elements where the staff would engage with the concept by building their own individual cocktails, canapes, and sweets. A wall installation was developed into which staff inserted pencils that built the logo icon. Each pencil had their particular individual strength written on. An installation for each region showed what dominant strengths existed in the regional offices.