Smart and Biggar: Internal and Employee Branding

With the launch of the new brand and truncated name, Smart & Biggar wanted to launch the brand internally across the firm’s five offices. Their marketing team looked to Cubicle Fugitive for assistance with creating a fun and engaging way to launch the new website and brand internally.

The intention was to create awareness and generate excitement about the new brand leading up to the launch. To complement the firm’s internal email communications, they wanted to boost the enthusiasm of the new name with some tangible keepsakes that would be placed in the offices and on people’s desks. The idea was that the new campaign headlines would be presented in various forms as a teaser campaign and, at the launch of the new website and brand, the full concept would be revealed.

Cubicle Fugitive designed options for posters, which each office could simply print and post in common areas throughout the firm’s offices across Canada. Cubicle Fugitive also created a series of rich and colourful pop-up banners featuring the bold secondary palette, the new logo, “B” adjectives (part of our new advertising campaign), and signature red dot. These banners were cost-effective, quick to produce, lightweight, and easy to ship.

To complement the firm’s internal email communications, they wanted to boost the enthusiasm of the new name with some tangible keepsakes that would be placed in the offices and on people’s desks.

To build on the momentum produced thus far, Cubicle Fugitive managed the design and manufacturing of a series of collectible and wearable buttons. They featured the brilliant brand colours with the “B” adjectives and red dot, as well as a separate button featuring the firm name. These were produced at one time but were distributed one per week, ending with the delivery of the new logo reveal on the final button. An employee staple at the firm, Cubicle Fugitive produced branded lanyards to hold office security cards and keys. We worked in tandem with the firm’s always creative marketing team who lead the charge on the internal brand roll-out.

Another deliverable to launch the new brand and website was to design a clean and consistent wallpaper and screensaver for use on office computers. The end result featured a rotation of the recent brand messaging and headlines. The IT department then deployed the wallpaper and screensaver across all devices on the firm’s network to allow the refreshed brand to be on every employee’s desktop.