McCann Enterprise’s work with BMI Group was awarded GOLD for Best Brand Architecture Solution at the eleventh annual Transform Awards Europe, recognising excellence in rebranding and brand development.
BMI Group—Best Brand Architecture Solution
International roofing specialist BMI Group was formed from the merger of Braas Monier and Icopal, aimed at bringing together a portfolio of different specialist roofing technologies and solutions. However, the merger created more than 50 brands with thousands of products, bringing with it product overlap and customer confusion. BMI brought in McCann Enterprise to rationalise and connect its brand portfolio, clarifying each brand’s role and that of BMI itself. BMI became the relationship brand, and the legacy brands became the technology brands. Visual identity guidelines have been applied across all sub-brands, incorporating BMI in the format, so that they are referred to as BMI Braas, BMI Icopal or the like. The brand architecture solution was implemented through events, digital and social channels and a new global website which consolidated 257 sites, generating an annual savings of £57m. Judges praised the elegant solution to a complex challenge.
Established in 2009, the Transform Awards has evolved into a celebration of the indispensable talent that exists within the branding sphere. Covering Asia-Pacific, the Middle East, North America and Europe, the Transform brand itself is truly global, with no other outlet as committed to providing such comprehensive coverage of the brand environment.