scope

The event management industry is in constant flux. When Balanced Chemistry, a premier firm in the field, expressed its need for a swift rebrand, we recognised the challenge of finding design solutions that would represent the brand’s expertise as well as cater to the needs of a market that never stops changing. 

solution 

Our approach was to create a versatile brand identity that reflected Balanced Chemistry’s expertise while anticipating industry trends. We aimed to reposition the brand with a fresh, forward-thinking appeal. The solution was to create a bold, contemporary design system paired with compelling brand collateral and website content. 

impact

With a renewed brand strategy, and complementing visual identity and content, Balanced Chemistry has established itself as a standout brand, showcasing its expertise in brand management, event planning, and experiential marketing.  

Behind the name 

logo 

To reflect Balanced Chemistry’s commitment to collaboration, innovation, and creativity, we designed a modern combination mark. The logo’s abstract nature symbolises the company’s wide range of service verticals and its innovative approach to adapting to various client needs. We infused the logotype with cues that represent the brand’s role as a forward-thinking leader. 

A graphic spirit 

identity elements 

To visually represent Balanced Chemistry, we incorporated hexagonal shapes into the brand visual identity system. The design elements were inspired by the logo, signifying their ability to find innovative solutions and collaboration as the brand brings together various skills and provides a creative problem-solving approach. 

Perfect platter

visual language 

To capture the brand’s extremely energetic and passionate spirit, we created a high-impact colour palette. We included neutral tones to balance the vibrancy, resulting in a sophisticated aesthetic. The typography selection was a thorough process with an aim to complement this visual harmony. 

Play on the web 

website 

Our primary goal for the website was to position Balanced Chemistry true to who they are – a comprehensive solutions provider in the event management industry. We created content that was both informative and approachable, with striking stabilisation between clear communication and a friendly tone. To reinforce their expertise, we occasionally included playful language such as

‘Forming a balance to your equation’

and

‘Solving problems with the right formula’

Disclaimer: Please note that the current Balanced Chemistry website has undergone revisions and no longer contains Grapdes’ work.

The fun pack

brand collateral 

For the brand collateral, we developed a comprehensive corporate brochure outlining key content with supporting visuals, touching base with all aspects of the brands such as the ‘what; and the ‘why’. This foundational piece informed the creation of other collateral, including digital assets. We incorporated a playful wordplay on the brand name to extend the visual identity and the educative and transparent messaging.

Toolkit 

business collateral 

Effective communication with both internal and external stakeholders required a suite of professional business collateral. We extended the existing guidelines to ensure a consistent and formal look and feel.