Basrus is part dev house and part software consultancy with offices in Johannesburg (and soon, the UK). Their work, primarily, involves consulting with leaders and department heads, helping them understand their business needs and the digital processes involved. When their work goes beyond consulting, they build systems, platforms, and custom integrations for clients across different industries including Human Resources, Retail, and Logistics. Basrus helped Nicework build the engine that runs Project Nice. They were keen to dip their toes into Web3 and assisted us every step of the way – from building smart contracts to creating a custom admin console allowing us to manage NFTs and artist payments.
As an organisation, they’re known for taking the time to understand problems and help companies create custom solutions – whether they’re building them or managing projects on behalf of their clients.
They’re passionate about building projects that really answer the needs of their clients and take a no-nonsense approach to software development.
However good they may be in delivering top-tier solutions, they struggled with outwardly communicating their value (as do most devs). And, like most small-medium businesses, also hadn’t had the time or resources to focus on building their brand. Basrus needed help with their messaging and that messaging needed to be translated into an identity that would attract the right audience. They wanted to show their desire to learn at the bleeding edge of new technologies and their will to build and test in yet-to-be-defined territories.
Our full branding process, The Niceway, starts with interviews – getting to know the team that makes the magic happen. Once interviews are completed, we move into a workshop phase, after which we present findings and strategy to our client (in this case, Basrus). Once the strategy is approved, we move into brand development.
Clearly a smart bunch of people
with no hang-ups
– Liam
We’re the hard-working team that gets good work over the line
– Steph
It felt almost alien-like in its build, lending to a sense of the unknown
– Shannon
We have a unique ability to translate a business need into a dev. solution
– Lawrie
We go above and beyond
the original scope
– Steph
Strategy
Design
Impact
Credit
Through our interviews and workshop, we were struck by how modest and down-to-earth the Basrus team is. They’re honest and transparent, always – not concerned with trying to sound smarter than you or hiding behind jargon. There’s a great sense of camaraderie within the team and a cheeky sense of humour present in all of their interactions which helps to lighten the tension when project deadlines are tight.
We picked up on an ability to take a wide view and get to the real problem their clients need to be solved. But they don’t just jump straight into problem solving without context, they meet their clients at their level and work with them to help them understand how it all comes together.
They embody the phrase ‘work hard, play hard’. A ‘get it done’ attitude coupled with their desire to (over)deliver means that when it’s time to work, they put their heads down and see things through. It was also clear that you could throw anything at the Basrus team and they would figure out how to build it – e-commerce, Web3, AI – whatever the future may hold, one thing is certain, that Basrus will be there, bringing it to life.
Quite possibly the most important thing we uncovered is their curiosity and desire for constant learning and personal growth. This isn’t unique to people in the tech industry, but their voracious hunger in doing so really sets them apart. This is seen most prominently in (their founder) Lawrie’s desire to hire and upskill talent, helping them make their mark on the industry
All of this helped us build their positioning – Building the next ______. The next ‘what’? That’s up to them. Basrus has worked across different industries, they’ve built a range of projects from simple integrations to systems and platforms, and they’re motivated to keep learning, helping their clients explore and grow. Their open-ended positioning line leaves space for them to decide what they build. It also issues a challenge to their clients – if you’re brave enough to dream it, we’ll be there to help you build it.
Once we had defined their positioning it became clear we needed a logo and visual language that was modular but also felt alive and open-ended. Senior Designer, Liam, took inspiration from jellyfish and mantis shrimp – their ornate appearance coupled with movement and colour brings about a sense of intrigue. This intrigue ties back to the ‘unknown’ found in their positioning – the idea of ‘what’s next?’ In bringing this thinking and Basrus’ positioning to life, Liam built a system for the icon that is flexible allowing it to shift and change. The result is a system that provides freedom and playfulness without losing equity or familiarity with the brand. The brand captures the agile, honest, and playful spirit of the Basrus team. Paired with a slick and simple wordmark that contrasts the intricate icon, the identity is both intriguing and humble.
Basrus had been relatively quiet when it came to marketing and sales outreach – their reputation was built entirely on word of mouth. But now, as they look to grow and explore new territories, they have a brand that they can be proud of and a framework to help them communicate consistently across various platforms.
In the end, Nicework helped Basrus:
Codify their culture. This is great for any company, especially those in a growth or transition phase as it assists them in hiring future employees and solidifying their culture.
Define a compelling purpose to motivate and inspire their team
Develop a messaging framework that clearly demonstrates their value, allowing them to keep their messaging consistent across various communication channels
Find a unique positioning to carry forward and build equity into
Create a provocative identity that sets them apart from the competition and brings their personality to life.
When a company has a unique positioning to carry into the future and the tools to bring it to life, creating consistent communication that builds brand equity becomes much easier. And, when employees are represented in the brand, they feel a sense of stewardship in how it comes to life, making them active participants in helping the brand live and breathe in the world. The Basrus team is excited to take their brand to the world.
Shannon Davis - Creative Director
Jason Tuohy - Strategist
Liam McAlpine - Designer
Naledi Mokhele – Client management