BIC Consolidated

Bringing together two industry giants, to create a new united identity.

The Brief

Brand architecture and a new identity for Australia's premier property service provider.

Following Bidvest’s acquisition of two of Australia’s largest property management and corporate cleaning companies, BIC Services and Consolidated Property Services, the opportunity arose for the two companies to merge in order to become the undisputed national market leader in commercial cleaning services. Fuller was approached to undertake significant stakeholder research, and brand architecture recommendations for the merged entities, which then led to a brand strategy and visual identity project that would unite the two as Australia’s premier property service supplier.

Services Provided

Brand Research & Consumer Insights,  Brand Strategy & Identity,  Communications, PR & Social Media

Starting out with a comprehensive Discovery phase, Fuller’s brand research team undertook significant desktop research, a series of in-depth interviews across a list of high-profile clients, assisted with setting up and extracting insights from employee surveys, and facilitated a two day workshop with key partners and consultants.

Fuller then distilled key insights to inform the development of a series of brand architecture options and recommendations for the merged entity. After presenting the brand architecture options and recommendations to the Steering Committee, Fuller was appointed to assist the merged entity, BIC Consolidated, to undertake a brand strategy and to develop a new visual identity for the brand.

Informed by the Discovery findings, Fuller’s brand strategists facilitated a brand strategy workshop in Melbourne with the BIC Consolidated management teams to better understand the key attributes of the new merged entity, and its unique positioning in the market. Fuller’s brand strategists then produced the brand strategy including the key positioning statement that doubles as a tagline: Going Further Together.

Foundational messaging and external brand messaging was also produced celebrating the company’s unique selling proposition of maintaining a culture of care, service excellence, and client partnerships, while also pushing forward with innovative, future thinking. The BIC Consolidated story was also developed with this positioning in mind, setting the stage for the BIC Consolidated’s future as one, united force.

A visual identity was produced in tandem with the messaging, speaking to the key positioning. The logo-mark chosen is an abstract representation of the companies initials ‘B’ and ‘C’ coming together, connecting and transforming. With the shape conveying the sense of structure and innovation that was born through the partnership of these two companies uniting as one.

The brand was successfully launched as planned on 1 July, marking a significant turning point in the merger of the two entities.

“Working with the team at Fuller Brand communication was an exercise in seamless partnership. The collaboration and level sense of individual care and focus the team provided transformed our journey. From understanding us, to ultimately knowing us – Fuller’s brand research team offered deep insight into our business, our industry and the levers our customers value in their relationship with us. All this combined, helped shepherd our integration journey – ensuring we protected the attributes our customers and people valued most. Every touchpoint with the Fuller team was consistently professional and engaging – and the interactions we shared with our Account Director were truly exceptional. Everything was great and nothing was impossible. Working with Fuller Brand Communication was, quite simply – a joy.”

Linden Davidson

Communications Manager