The British Association of Landscape Industries (BALI) are the leading Trade
Association for UK landscape professionals, proudly setting the bar for industry standards for 49 years.
Established in 1972 the British Association of Landscape Industries promotes, supports and inspires over 900 Accredited members including landscape contractors, landscape architects, garden designers and suppliers to be leaders of an environmentally, ethically and commercially sustainable landscape services industry.
We had worked with BALI for a number of years when they asked us to partner with them on refreshing the brand for a new, younger audience.
Their current brand had a very traditional feel, yet their membership was getting younger and they felt that this did not truly represent the direction of the organisation.
Our brand refresh was built around the concept that BALI do not just work in the
landscape industry, but they are immersed in it and are also very instrumental in UK policy and working practices. We wanted the new imagery and styling to very much represent this, by using primary macro imagery and submerging key messaging within the foliage.
They did not want a completely new identity, as we agreed between us that the current identity was recognised and there was a significant value in this.
We therefore ‘re-imagined’ the current identity, modernising the main iconography whilst retaining it’s familiarity. Another main aim of the refresh was to change the emphasis of the identity, as the current one very strongly led with the ‘BALI’ acronym, whereas the overall concensus was that their full title should now be the primary focus.
Due to the pandemic hitting in 2020, this delayed the original brand launch, and in total the project took three years to complete, from first focus group consultation to the launch in April 2021.
We created not only a full suite of marketing material, but also a launch video that introduced the new brand and ethos.
A variety of sub-brands have also been created for the organisation’s accredited
members, forum and contractor certification LISS. We continue to work on further projects for BALI including a rebrand of their own Landscape Awards.
The rebrand has been very well received, and the feedback from both BALI’s members and the public has been extremely positive.
