Established in 1977, BABTAC is the longest running membership organisation for the Professional Beauty Industry. The existing BABTAC brand had been developed with the launch of the organisation, and 30 years later was considered outdated and out of touch with current developments in the industry. The members also felt it was not reflective of the gravitas of the organisation and many were reluctant to rejoin as a result.
The objective for the rebrand was to create a modern image for the organisation, reflective of the modern, professional industry, inclusive of both men and women, sympathetic to the brand of sister company CIBTAC and relevant to the inclusive, protective role the organisation takes of its members.
apt analysed the target audience and market place to determine the brand direction, and surveyed members and staff to gain their insight into what the business offers them. A new brand was developed in response which features the lilac from sister-brand CIBTAC, as well as a bold, professional, non-gender specific blue. 'Planets' were added as icons around the brand name, to be used as a supporting brand device on designs, and to represent the inclusive, protective role that BABTAC takes to support its thousands of members.
Following the new brand launch, we delivered design support to roll-out the brand across all collateral, including but not limited to stationery, press adverts, event materials, the website and membership collateral. Simultaneously, we developed a comprehensive brand manual to guard the brand and ensure long-term consistency.
The re-brand evoked a positive response from the industry, staff and members. Immediate results included an uplift in new members and member renewals in the following months and the brand now continues to support this growing organisation.