Rebranding a B2B Agency

Overview

Becker Media, founded in 1995 by Roger Becker, is a full-service marketing and advertising agency specializing in the education sector. The company offers services such as lead generation, paid search, pay-per-lead, paid social media, traditional media, and website development to optimize outcomes for clients.

In March 2017, Becker Media rebranded simply as Becker. As Senior Visual Designer, I was tasked with transforming the new brand into scaleable assets for digital and print channels.

My Role: Visual Design, Brand Scaling, Art Direction, Project Management

Team: 2 Designers, CEO, COO

Duration: January-February 2017

Deliverables: Logo, Style Guide, Scalable Print and Digital Assets

Branding
Logo Design
Storytelling
Scalability
Responsive Design
Collaboration

Logo

During the redesign, the logo was simplified to reflect the name change. The font and color palette of Orange and Black was chosen based on feelings of bold impact that comes from directly working with a leadership team with over 50 years of collective marketing experience.

Some agencies and marketing experts can come across as loud, urgent and occasionally desperate, Becker wanted to let the results speak for themselves. This agency has been in business for over 20 years and was not going anywhere anytime soon.

This rebrand included a addition of a submark for the logo to better support a 1:1 aspect ratio, an increasing requirement common in digital environments for applications such as avatars, icons and favicons.

Logo VariationsImage showing Becker Media Logo and submark in light and dark modes

Style Guide

Becker Media Style Guide

Website

Image showing a Macbook pro and iPhone with a responsive website for Becker Media

Social Media and Display Ads

Arguably the rebrand was most visible in the display ads and social media collateral. As the previous brand was created without this specific collateral in mind, banners and other creatives often lacked consistent color and font usage.

Documentation was created to guide users on best practices to support a consistent brand experience with room to test variables such as CTA tagline and messaging. In the example below, the tagline “Marketing For Schools” out-performed the traditional tagline “Data. Analytics. Results”

Image shows 5 standard ad sizes with alternate tagline

Business Card

Image showing Becker business card

APSCU Conference Collateral

The APSCU conference is a major event for all organizations in the higher education space. APSCU equips members to advance equitable outcomes, spark civic engagement, and build thriving educational opportunities. As Senior Designer, I was tasked with producing all marketing collateral for the conference for 2015, 2016, 2017 and 2018. Each year was another exciting opportunity to combine my love of brand, print digital experiences.

Goals:
1. Establish a engaging branded presence for Becker Media at the annual APSCU conference

2. Ensure visuals are produced to exacting standards, within budget and on time

3. Coordinate with external vendors, event staff and shipping to deliver and install materials according to creative direction

Hanging Backdrop 36” x 48”

Hanging Backdrop 72” x 36”

Hanging Backdrop 96” x 48”

Image Showing a wide rectangular tradeshow banner

Backlit Tradeshow Booth 96” x 48”

Image shows a backlit fabric banner with Becker's logo at the APSCU annual convention

Office Wall Brand

Image shows a wall graphic of Becker's logo. Wall is white with Black letters. The logomark is in brand orange