Basalt is a team of software technologists who are innately driven by innovation and the idea of disruption. From concept development and ideation right through to development, testing and product release, they develop disruptive solutions that help their clients become better at what they do. Wayne Zwiers, CEO and founder of (what was) Black Beard had recently bought back ownership of the technology portion of the group and had a different vision to his old partners about the direction of the company. He needed a new brand to reflect this change and this new brand meant a new name, strategy and identity for the company.
The scope of this project meant that we needed to set several targets along the way. These included:
Giving the company a fresh name that spoke to their new direction and what they brought to the table
Helping to bring the new direction and strategy to life through a clearly defined Purpose and unique Positioning
Creating a unique brand identity that tied everything together
“While Basalt retains Black Beard’s quest for the ‘next best’, we’re also more certain of who we are, our key skills and expertise, and how we can harness our ideas to break new ground for clients and partners”
— Wayne
“I want it to look like a fashion brand”
— Wayne
Strategy
To set them up for success and help them build a company that would still be around for another 100 years, Basalt needed to define their purpose and articulate the dent they make in the world.
We undertook a collaborative process which helped inform the ideation and development of a new name, positioning, and ultimately, brand identity.
In order to have an informed opinion, we conducted interviews — with Basalt’s leadership, team, and their clients. Working (read: hustling) together isn’t just something the company gives to their clients, it’s embedded into the DNA of the company — collaboration is seen as a non-negotiable for management, internal teams, and their clients which made our work that much easier.
Once their Positioning and Brand Impact Model was finalised, we moved into renaming and rebranding what was Black Beard. We spent a good chunk of time brainstorming and vetting names that spoke to the nature of this new brand. We presented a shortlist of possible names to the team and took it to a vote, in true collaborative fashion. “Basalt” resonated with the people and it was a clear winner. It spoke to the brand’s vision and mission for the future — always moving, agile with a fire under their bellies, solid in their foundations, values and purpose, and groundbreaking in their ideas and solutions.
Design
With a clear direction, we set to work on developing an identity that captured everything we had learnt. The result was something completely unexpected for a tech company — a brand strongly influenced by street culture, that brings to life the ethos of its people — young, bold, and vibrant with an emphasis on the hustle — doing whatever it takes to get it done.
When you join Basalt, as an employee or a client, you are welcomed into a team that understands what it takes to deliver. Part of that welcome is the merch – from branded apparel to bags, and even sneakers. By bringing merch into the rebrand, Basalt allowed their employees and clients to further buy into what they believe in — and that’s what brand building is all about — having people buy into your purpose and vision.
Informed by their strong culture, Basalt has shown that they are unique in their name, brand, and the solutions they deliver. Their Purpose and brand allow them to seek and assess opportunities in new markets, not limited to creating code or developing software, but on a larger scale, where technology with intention behind it can be life-changing for companies and communities.
Impact
Ultimately, we delivered a purpose, story and brand for the company that the team could really get behind. We gave them a better understanding of the value they provide for their clients, and a unique positioning and brand identity that helped ensure they landed their new direction successfully.
“While Basalt retains Black Beard’s quest for the ‘next best’, we’re also more certain of who we are, our key skills and expertise, and how we can harness our ideas to break new ground for clients and partners,” said Wayne Zwiers, Basalt’s CEO and founder.
Article: South African digital agency Black Beard rebrands to Basalt
Article: Tech startup, Black Beard rebrands to Basalt
Article: SA tech solutions startup Black Beard rebrands in bid for global expansion
Article: SA's Startup Black Beard Rebrands To Basalt and Targets Global Expansion
Podcast: PODCAST | Business Day Spotlight: SA tech company Black Beard rebrands to Basalt
Their new brand and message was well-received by clients and gave the team a reason to connect using their story in client meetings and welcoming clients to ‘The Gathering’.
Credit
Design: Hestré Kamper, Shannon Davis
Creative Director: Shannon Davis
Project Management: Anri Coetzee
Strategy: Ross Drakes