BIXAL REBRAND
Branding / Photography / Direction / Videography
Bixal was founded with a vision to harness technology in ways that make a meaningful difference in people’s lives. Headquartered in Virginia, the company has established itself as a trusted partner in the Federal Government space, known for its ability to solve complex challenges and deliver innovative solutions.
As a mission-driven organization, Bixal focuses on improving lives through a combination of human-centered strategies and transformative technologies. By collaborating with leading federal agencies, the company creates impactful, data-driven customer experiences that align with its core values and commitment to excellence.
The Challenge
Bixal is a unique organization with a global team dedicated to making a meaningful impact. Its expertise lies in tackling complex challenges for federal agencies using innovative solutions and a human-centered approach. However, its existing brand did not fully capture the organization’s diverse culture, passion, and problem-solving prowess. The challenge was to create a refreshed brand identity that could effectively showcase these qualities while aligning with its mission-driven ethos and professional excellence.
The Solution
To achieve the rebrand within a tight timeline, the Bixal creative team partnered with external contractors Contrast&Co. Together, they conducted extensive research through user testing, interviews, and analysis of internal and external perceptions. This process uncovered the core values and driving principles of the organization, forming the foundation of the rebranding effort. These insights were distilled into a cohesive visual identity and set of brand standards, reflecting Bixal’s commitment to innovation, diversity, and human-centered design. These principles informed every aspect of the project, from the development of the brand palette to the design of collateral and digital assets.
My Contributions
Using the newly established visual identity and brand standards, I conducted a comprehensive design audit of Bixal’s existing collateral to identify areas for improvement and ensure alignment with the updated brand. My contributions included:
Collateral Redesign: Refreshed internal materials such as presentations, reports, and recruitment documents to reflect the new brand guidelines.
Swag Design: Created branded merchandise that resonated with employees and partners, serving as tools for both marketing and engagement.
Email Templates and Social Media Graphics: Developed accessible, visually engaging email templates and social media assets to enhance Bixal’s digital presence.
Corporate Video: Played a key role in shooting and co-directing Bixal’s corporate video, ensuring the visual storytelling aligned with the new brand identity and effectively communicated the organization’s mission and values.
Evergreen Photography: Directed and captured brand-aligned evergreen photography to embody the spirit of the new identity. These visuals were designed for use across multiple channels, including the website, printed materials, and social media, ensuring a cohesive and impactful brand presence.
By adhering to the principles established in the rebranding process, my work ensured consistency across all touchpoints while highlighting Bixal’s commitment to its mission and values.
The Results
Enhanced Brand Recognition: The refreshed collateral and merchandise received positive feedback from employees, clients, and partners.
Consistent Brand Identity: The application of brand standards across multiple formats strengthened Bixal’s visual presence and reinforced its mission-driven narrative.
Increased Engagement: Updated materials, photography, and swag contributed to improved employee morale and greater interest from potential clients and partners.
MY ROLE
Visual Design, Brand Strategy, Ideation, UI & UX Design
Team Credit
Dylan Davis: Creative Direction
Briana Bischoff: UI Design
Russell Lebo: UX Design
Ron Charles: Visual Design, Photography/Video
Ewa Beaujon: Copy Writing & Content
Cassie O’Leary: Copy Writing
Kayla Chumley: Video & Motion
Amanda Bantug: Video & Motion