BuiltSpace Technologies
Introduction:
BuiltSpace is a web-based tool that uses social engagement to improve occupant comfort, strengthen communities, and reduce energy and resource consumption in commercial, residential and institutional buildings. A building management system, BuiltSpace enables building occupants, tenants, staff, operators, management and service suppliers to collaboratively improve the environment in and around their building.
In building their brand, BuiltSpace Technologies Corporation retained KIMBO Design Inc. to create an identity program that would engage their target audience and evoke ideas of sustainability and progress.
Challenge:
BuiltSpace is a complex project with multiple brand executions. This meant that the highly technical nature of the product had to be succinctly and clearly communicated across various brand collateral. Complicating matters was the fact that the brand had to speak to a wide target audience. This meant that it had to conform to corporate standards while engaging users on a personal level.
Strategy:
Products and services similar to BuiltSpace all share a similar, corporate look. Their logos consist of simple abstract symbols and/or wordmarks. Since BuiltSpace's target audience includes people in this sector, a complete departure from this look would have alienated them. However, the logo still had to be unique enough to stand out. In building the BuiltSpace brand, we paired a contemporary wordmark with a readily identifiable symbol. This simple yet unique logo communicates a clear message of familiarity, innovation and progress.
We designed custom infographics that evoke spatial imageries, speaking to the relationship between people and their spaces. We used an earthy colour palette, evoking the brand's sustainability position, and balanced this with bold black to retain that corporate look.
We have applied the BuiltSpace brand to sell sheets, in-building signage, social
media channels, stationery, a power point presentation and a press release. We also designed www.BuiltSpace.com.
Result:
The BuiltSpace brand successfully communicates a message of sustainability, innovation, progress and community to a wide target audience. KIMBO Design has been awarded a Summit Emerging Media Award for the BuiltSpace identity program and its many executions.
