BEI

A brand that catches up with the business.

Proposed applications / Signage, vehicles, workwear, and equipment.

An established business with capabilities that have grown beyond its first impression. The proposed refresh brings that broader story into focus while preserving the recognition BEI has built.

My contribution: Brand strategy & refresh direction
Collaboration: BEI brand-refresh proposal
The scope: Brand architecture
Identity evolution
Application direction

The challenge

Close the gap between how the business is perceived and the breadth of what it can do. The identity needs to communicate capability without abandoning the value of an established name.

The approach

Define a clearer brand architecture, refine the existing signature, and connect the system across business areas. Proposed applications show how the direction could work on vehicles, signage, equipment, and workwear.

Strategy / Closing the gap between perception and capability.

Strategy / Preserving recognition while modernizing the system.

Brand architecture / A shared identity for connected capabilities.

Identity evolution / Current and proposed signatures.

Brand architecture / Applying the recommended system.

Project credits

Brand strategy and proposed refresh: Gerardo García-Jurado. Material is drawn from the BEI Brand Refresh presentation. Applications are visualizations of the recommended direction, not evidence of an implemented rollout.

What could your brand become?

Big-brand experience, focused on your business. We can start with one challenge, two connected services, or the complete journey.

Let's talk