BCW Global

The glowing light effect strengthens the idea that BCW is always ahead of the curve, just out of reach and always moving forward. The glowing lights are exactly the same for both the public-facing and internal brands, however they take on new life with the light and dark backgrounds that support them respectively. BCW's tagline "moving people" was the inspiration for these guiding lights, a way to visualize a concept that drives millions of people and brands each and every day.

The corporate identity system included an accessible color palette that would extend their current limitations, custom pattern development, updated typography, internal and external photography, employee on-boarding kits, email templates, social media templates, awareness ads, and corporate global PPT deck, all executed for both the external-facing bright identity and the internal dark identity.

For external communications, we aimed to convey a light-hearted and optimistic tone, utilizing sweeping bright whites and grays complemented by vibrant pop colors. These colors symbolized innovation, ideas, and that intangible force that propels individuals forward.

BCW aims to embody its internal mantra, "be people who are moving people," through a visual and functional representation. We introduced a dynamic moving icon that integrates the brand's guiding light. This icon visually reinforces the company's commitment to action and movement, demonstrating BCW's proactive approach. The in-motion icon is designed to be versatile, serving not only as a visual brand marker but also as a functional tool. It can be used as an email avatar, making messages more noticeable and engaging in users' inboxes. The dynamic moving icon effectively communicates BCW's core value of movement and engagement, distinguishing its communications in a crowded digital environment.