Bailey Abbott
Supporting the art of possible
The Opportunity
Bailey Abbott is a digital transformation and business improvement consultancy that commits to doing things differently. As forward thinkers, anticipators, collaborators and born innovators, they thrive on a culture of creativity to solve problems and explore opportunities.
Established in 2020 by Tom Carlton, Bailey Abbott has grown to more than 70 full-time consultants, who drive and support improvement and transformation projects across a broad range of industries from government, defence, infrastructure, space, banking and finance, to name just a few.
With a steadfast focus on building capacity early on as a start-up disrupter, branding took a back seat.
However, as Bailey Abbott continues to grow beyond South Australia, it’s critical that Bailey Abbott builds a reputation to be known (and sought-after) by their ideal clients as a credible and trusted long-term partner, while attracting the best consultants in the business.
Our Approach
In transitioning from start-up disrupter, to credible partner, it was important to showcase Bailey Abbott’s track record and demonstrate their difference. Challenging the norm and continuing to put people and outcome front and centre.
We worked closely with the team at Bailey Abbott to:
- Conduct a deep dive brand workshop which covered purpose, brand attributes, personality and personas.
- Craft a brand positioning and narrative which centred around taking businesses further, fearlessly and bringing amazing people together to explore the art of possible.
- Develop a brand identity to support their positioning and growth into the future.
- Document the brand guidelines in a comprehensive brand style guide for internal design roll out.
- Develop a new website showcasing their new brand and positioning.
- Design and animate a brand video which encapsulates the essence of Bailey Abbott, to support the launch and beyond.
The Outcome
The new Bailey Abbott brand, which launched in August 2023, speaks to the attributes of progressive, analytical, dynamic, reliable, accomplished, sincere and simple. It confidently stands out from the pack and will sustain Bailey Abbott’s future growth, while championing its people and collaborative partnership approach.
The mark is bold, optimistic and playful, putting people at the centre and taking on a personality of its own in its application. The simple two colour dark navy and yellow palette, coupled with tonal imagery and dissected graphic treatments, lends itself to print and digital applications, large and small.
“I’m a pretty annoying client. I change my mind. I go down tangents... You know, the whole founder thing!
communikate et al have been really good for us. Yes, they know their stuff; yes they do good work; yes they design great brands… BUT — and this is a big BUT — they go about it without ego.
They went to great lengths to genuinely understand our company and worked hand in hand with us to create the best possible outcome. That’s nice in today’s market. I would absolutely recommend them for branding and websites.”
