REBRANDING FOR AN AMERICAN AUDIENCE
As a specialized merger and acquisition company, Benchmark was looking to reach a new audience in a new market – the U.S. Leveraging their international roots, we refreshed the brand with a new website, brand voice and logo.
PROJECT
Rebrand, Website
CLIENT
Benchmark International
AGENCY
FKQ
A new logo
By lowering the crossbar of the typeface we created a custom font that feels like it extends and aspires in height. We also addressed the knoth – originally flat, the updated version now reflects a unified, international presence that's arched against the curavture of the earth.
A new voice
Leveraging their international roots, we created a new, honest, knowledgable and personable brand voice that speaks from a position of global strength. Without pretension or affection, it's a voice that's approachable – never sterile or clinical.
A new digital presence
The original website was completely streamlined and restructured for a more media-rich user experience. With a simplified sitemap and responsive design, this approach made the user the hero of our new story. We also let previous clients enhance Benchmark's reputation through testimonial videos – highliting the new, relationship-focused and story-driven direction for the brand.
