Big thinking




  • Client:
  • Completion:


BluLeader is a cutting-edge technology consultancy based in North Sydney; they connect front-end marketing websites to SAP systems to enable frictionless transactions that create better customer experiences. To help elevate and expand their own brand experience, BluLeader reached out to BrandCulture for two solutions, the first being to refresh the brand identity and secondly to create a branded environment in a new office space. The new brand identity leveraged from the origins of their name – ‘blue sky and big thinking’. Keeping in-line with the concept of ‘big thinking‘, Bluleader’s new identity started with an abstract thought and transformed into something much more experiential, such is the core of their practice. BrandCulture engaged award winning interior designer Kirk Lenard, beginning with an empty floor plate to create an environment suited to a fast-growing consultancy. Comprising of an entrance signature statement, outlining the brand story and customer experience, two intimate meeting rooms known as ‘Skyboxes’, where big ideas are created and a large meeting room known as the ‘Bluroom’ that fosters business relationships, the new Bluleader environment was primed for the injection of the new brand identity. The outcome has seen the successful completion of a strong and clean brand logo and style guide, turning the environment into a unique and empowering space, conducive to ‘big thinking’ and innovative ideas.


BrandCulture were engaged to define the BluLeader brand and design the new office environment. Objectives for the space included an open plan activity based workspace. It was important the office felt open and collaborative, there was sufficient storage, the boardroom served as a multi purpose space and the furniture needed to reflect this cutting edge technology company.


It was important when creating the new brand identity that we steer clear of conventional technology industry colours to separate the company from its peers, working the yellow in to compliment the blue offers BluLeader a point of difference. Within the environment, Bluleader wanted to display their sense of pride for visiting clients, so it was important to subtly integrate the brand DNA through a variety of elements ranging from architectural finishes, glazing treatments, fabric, furniture and colour selections, to ensure that the workplace did not feel like a stereotypical IT business. BrandCulture devised a signature reception installation consisting of 7 acrylic blades and an illuminated identity that defines the brand narrative through a series of customised iconography and brand messages. The central panel is laser etched with customised ‘back end’ code from the company that speaks to any potential and existing clients. To create a unique and distinct seclusion graphic, we used the new brand elements to develop a binary coded graphic arrangement, which was then digitally printed to an optically clear film and applied to specific touch points throughout the environment.


The seclusion graphics on all glazing surfaces is a sustainable polyester based material that is optically clear and has a ‘hard’ surface. Blue inks were printed/backed on using Ultra Violet (UV) heat lamps. This process of transferring images to film does not use solvents and the biodegradable polyester film is more environmentally friendly than using PVC-based vinyls. We track sustainability three ways: working efficiently whilst being conscious of our carbon footprint at every opportunity, specifying sustainable materials in addition to maintaining ethical work practices in the production of our branded environments and, finally, creating designs that can last for years; ideally the duration of the interior fit out.


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