A new direction for a British institution

The British Interactive Media Association (BIMA) is the largest and longest standing digital network in the UK. With a membership extending to several thousand digital professionals, the organisation works to enhance the prospects of everyone working in UK digital. BIMA has changed a lot in recent years and their identity was no longer fit for purpose. Only were commissioned to re-think BIMA's positioning and inform a new direction for the organisation.

Branding
Digital
Strategy

The British Interactive Media Association (BIMA) is the largest and longest standing digital network in the UK. With a membership extending to several thousand digital professionals, the organisation works to enhance the prospects of everyone working in UK digital. BIMA has changed a lot in recent years and their identity was no longer fit for purpose. Only were commissioned to re-think BIMA's positioning and inform a new direction for the organisation.

Brief

The British Interactive Media Association (BIMA) is the largest and longest standing digital network in the UK. With a membership extending to several thousand digital professionals, the organisation works to enhance the prospects of everyone working in UK digital. BIMA has changed a lot in recent years and their identity was no longer fit for purpose. Only were commissioned to re-think BIMA's positioning and inform a new direction for the organisation.

Approach

Over a period of weeks we developed a new positioning for BIMA, at the centre of the UK digital industry. We created a digital first brand to underline their confidence, professionalism and commitment to excellence. At the heart of the new identity is a responsive framing device. Conceptually representative of the top corner of a screen, the red frame can flex and adapt to fit any given application and serves to unify BIMA suite of house brands.

Outcome

The rebrand laid a foundation for a reinvigorated BIMA, committed to supporting excellence in digital across disciplines and throughout the UK. Since launching in February 2016 BIMA has seen a substantial uplift in membership, especially in regions outside of London. And an increase in member engagement, with more schools and agencies signed up for BIMAs Digital Day than ever before. BIMA's new website is due to launch later this year.

Testimonial

Only understood our requirements and then helped us to realise just how much more BIMA could be. They gave us a clear sense of direction and created an identity that was bold, brave and impactful but also simple to maintain. As a not-for-profit with tight budgets we needed to be able to inherit the brand and work with it ourselves with limited graphic design ability in house. The solution they came up with is perfect for us. Bridget Beale, Managing Director