Disrupt & Delight

Challenge

As BBMG approached its 10th anniversary, the consultancy it had become — bold, dimensional, systems-oriented — no longer matched the visual identity it had started with. How do you rebrand a branding agency? Carefully, and from the inside-out.

Solution

The original BBMG mark, affectionately known as "the bug," was formed by flipping two B's back to back (one for each principal's last name). The new identity began somewhere more fundamental: a single line. That line became a frame. The frame a square. The square a cube — a form that speaks to the dimensionality and rigor BBMG brings to every engagement.

We refreshed the identity system across every touchpoint: stationery, environmental design, web, internal templates and brand guidelines. The color palette retained BBMG's signature green while upgrading the supporting palette to a more sophisticated black. Typography became cleaner and more confident.

The most memorable expressions of the new brand weren't on screen — they were on the street. Like the gnome in "Amélie," BBMG's cube and its frame showed up in randomly delightful places across the Dumbo neighborhood, turning the logo concept into a lived experience, a place people could step into and photograph, embodying the brand's belief that good ideas should take up real space in the world.