OBJECTIVE
Finding the brand name, the brand story, defining the positioning and core values for an international training company and consolidating it into a unique brand identity.
We rarely have the opportunity to come up with a brand’s name, story, positioning and core values, but the result is always a unique brand that strongly reflects the people who represent it. This is the story of Hansen Beck, an international training company specialising in personal and professional development.
Highlight the achievements or name your products with terms related to Antarctic exploration.
BRAND STORY
At the beginning of the 20th century, the race for the South Pole took place. History says the first to reach it was the famous polar explorer Roald Amundsen. However, with him were crew members and ice pilots. Without their expertise, the team's eventual victory would have been an impossibility. The two seamen on the back of the photo were Ludvig Hansen and Andreas Beck.
Hansen Beck has chosen to honour these two forgotten men. Like them, they have the expertise to equip you for your successful journey, to enable you to explore your strengths, master your skills and deliver tangible results.
The premium black-and-white colour scheme is rationally corporate in its structure, but preserves the intangible personal essence through authentic illustrations.
THE ILLUSTRATION PROCESS
The illustrations are one of the most important cornerstones of this brand. The images come full circle – they are created by trainers, interpreted and improved by a professional illustrator, and then reused by trainers during training sessions as flipchart doodles. They are based on universal visual metaphors that can be understood worldwide. The illustrator uses simple shapes to achieve a result that is easy to reproduce. The result is consistent illustrations that are used across all touchpoints and internationally.
Hansen Beck’s illustrations are easy to reproduce and easy to understand. They are consistent from trainer to trainer, from country to country, and are equally understood in different parts of the world.
The original illustrations, which are primarily used for explanatory purposes and are drawn on flipcharts by the trainers during the training sessions, help to build a personal relationship with the client and become one of the most important learning elements, visual identity elements and thus cornerstones of the brand.
We believe in awaking heroes. Our merchandise is not just another just another plastic nick-nack, but are carefully selected goods, free from exploitation and environmentally friendly. Even if they are more expensive and harder to find, we prefer them to mass-produced goods from overseas.
“In 2019, we commissioned Business Genome (formerly Gigodesign) to create a branding and brand presence for our newly-founded company. It was so successful that we are now represented in 23 countries worldwide. Thank you Business Genome.”
Ulrich Kikillus
Managing Director
Hansen Beck
“Business Genome is not just another business partner. These amazingly creative and dedicated people who go above and beyond to comprehend your individual ways of working will challenge you and elevate your game to another level.”
Tina Gorenc
Director
Hansen Beck Slovenia
