Re-branding the Research and Insights Branch of Our Agency, Bovitz!

Bovitz, the research and insights branch of Boombox, was due for a branding refresh. They wanted to explore new visuals and new language to better align with the agency’s “people-first” approach to business and research.

We began by designing a new logo with a clean and modern aesthetic, which also complements Boombox’s own branding. When turned on its side, the signature shape from Boombox’s logo became the perfect symbol for Bovitz—a team who takes in information and gleans insights.

When branding or re-branding, understanding the “who” and the “why” informs the rest of the decisions, and that idea became the foundation for our approach to Bovitz’s refreshed identity. For instance, we used photos of everyday people doing everyday things to reflect that Bovitz helps brands put people at the heart of business.

For the typefaces, we combined the polished modernism of Avant Garde with a brushy handwriting font that gives Bovitz a unique look. Bovitz’s previous branding also had a rough-and-tumble handwriting font, and we didn’t want to lose that element of fun and personability.

We chose abstract shapes for many of the visuals to reflect Bovitz’s expertise with abstract concepts. Circles, triangles and boxes created the basic building blocks, reminiscent of a pie graph or bar chart, and hinted at the data Bovitz specializes in. In other illustrations, we took a more literal approach with the graphs. We also used a flexible gradient style to illustrate other elements that may go into social posts or external communications.

We expanded the color palette to include a buttoned-up navy blue, a bright bold teal, and a happy shade of light orange, in addition to keeping the “Bovitz red” with brown and tan as a nod to the previous branding. We used gradients to soften the look and give them the sleek, elevated style they were looking for.

Bovitz’s values have not changed: Honesty, Empathy, Daring & All-In. We wanted to give them hand-drawn icons to go with the handwritten font, the everyday people photography, and the general theme of people-first that permeates the brand. Even with the simplest of drawings, we can show just how personal the agency is. We also used the blue grid of photos as the main entry to their website, showing real Bovitz employees to serve as another example of their human-centric approach.

Copywriting was also a large part of this rebrand. We collaborated with the Bovitz team to identify and refine a messaging tone that was robust with expertise and information, but was also approachable, friendly, and accessible to those without prior knowledge of research terminology.

The website became the first real test of the branding overhaul. We re-worked the organization of the site to showcase their capabilities, and then with a bottom-up approach, we dove into what they core of what they do. The building blocks that came out of this development included photography styles that felt genuine and authentic, how to express ideas with illustration, and what language most accurately reflects the heart of the brand. We also designed a system for delivering case studies in a way that didn’t disclose too much client information, but still showed off the capabilities and services Bovitz can provide.

Congratulations to Bovitz on the launch of their new branding and website. Stay tuned for more to come from our partner agencies!