STRATEGY

With the clear objective of embracing and enhancing the B9 brand and product ecosystem, we began defining our strategy. The common thread of this story should emerge from the existing strengths and synergies between B9, Braincast, and Mamilos – the three strategic brands in this universe.

We unified the message and elevated B9 to an umbrella corporate brand. But, for that to happen, it needed to gain enough flexibility to also create consistency with Mamilos' own identity.

With the purpose of "Ideas that take us out of the shallows," we built the provocative, inventive, in-depth, and ethical personality of the brand.

B9 then ceases to be a portal and becomes the spokesperson for an ecosystem of original content production in partnership with other brands. With critical thinking, opinion, and a light touch, everything B9 produces aims to provoke collective and individual change, lifting each person out of superficiality.

CREATION

B9 produces content with the goal of provoking collective and individual change, lifting each person out of the shallows. We started from this idea and understood that the new brand should reflect the evolution and expansion of B9's activities, as well as highlighting what has been significant in its development to date.

We identified the lightning bolt as a characteristic element symbolizing this transformation and united name, symbol, and typography into one: a flow of energy and information that takes us beyond the shallows. The horizontal indentation shifts our understanding and takes us out of our comfort zone, making us think in a different way.

In the Visual Universe, a new vibrant orange and yellow contrast with black and white, showcasing the possibility of creating continuous patterns and content windows. Added to these elements is a tone of voice that intrigues us and delivers a provocative, inventive, in-depth, and ethical brand. A powerful structure designed to take people beyond superficiality.

With this, we create a powerful and consistent brand through a proprietary system that connects with your history to be used throughout your entire operation.