Baer: Enterprise Performance Partners

Technology can drive innovation, create efficiencies and enable growth. But not without people who know how to unlock its value. With such talent in short supply, The Baer Group plays a vital role for their customers - sourcing and monitoring consultants with precision expertise in key technologies such as SAP.

Baer provides teams with the technical capabilities - and the cultural compatibility, to deliver critical programs that boost performance. So Baer is in the outcomes not the inputs business. Which makes Baer far more than a body shop: they are Enterprise Performance Partners.

That’s the proposition Chromatic developed on behalf of The Baer Group and its new owners, specialist investors Acacia Group. Together we recognised that this should be a brand worth shouting about - a business primed and ready to thrive by delivering value at every turn for its clients and its consultant network.

To create a distinctive identity which aligns with and evokes the story, we shortened the brand name to the more punchy Baer and created a unique symbol based on the letter B. This symbol combines an uppercase ‘B’ made from two parts which represent the intersection between technical capabilities and cultural compatibility. The red circle at its centre also features across the brand expression and represents the vital and dynamic role which technology, Baer and its consultants play.

Baer stands out dramatically from its peers through its bold colourways and a break from the cliched use of imagery common in the technology sector. We worked closely with the Baer team to determine the typical outcomes that its teams support across enterprise applications, data and infrastructure programs. These examples of planning, working and performing better were then expressed as elegant, kinetic animations.

As part of the rebranding process, we rethought and redesigned the Baer website to clearly outline what Baer does and why it matters, providing detailed product expertise and case studies which back up Baer's claim to Drive Enterprise Performance.

And we worked hand-in-hand with Baer to create a suite of sales enablement collateral, messaging and presentations which can be used to share the Baer story with colleagues, clients and consultants.

Equipped with a higher-value proposition and a fresh and relevant identity, Baer will be able to stand up with greater confidence as they support clients directly or work through partners such as Accenture and EY. Baer plays a pivotal role: the new proposition, story and style does justice to that.

Baer: Enterprise Performance Partners

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