BENCHMARK INTERNATIONAL

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

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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. 

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