The proprietor of Bend Business Services approached Flux with the idea of setting up a small bookkeeping business. A trading name had not yet been registered and it was agreed the naming process could be undertaken as part of the identity design process. At the same time, the proprietor had a second business venture in mind and wanted to see if we could devise a corporate identity system he could use for both entities. So the unique challenge with this brief was to create an identity system that would allow business diversification and growth without the need for identity change.
We set about devising a name and positioning the business between the top tier Accounting firms and small one owner bookkeeping practices. We researched both markets and developed a strategy for an identity that was essentially expendable.
In the end we turned what was the brief’s biggest challenge into the inspiration behind the entire concept. We created an identity that would enable the proprietor to ‘Blend’ any assortment of ‘Business Services’ he could devise into the one entity.