BLD World

Designing a brand for a building material company constructing lifestyles

BLD World is a new approach to sourcing building materials that embraces speed and agility, providing the best ceiling, walling, flooring and LED display products through a streamlined service. The service curates a selection of high-quality products from manufacturers worldwide, presenting developers and distributors with curated or customised collections that make the building process and cohesive design easier. With additional design and technical support, BLD World is the end-to-end solution for building material sourcing. With the capability to execute their vision on the back-end but lacking branding and marketing know-how, BLD World needed help articulating their innovative service. The Base Creative team worked closely with BLD World to develop a unified and simple brand that would meet today's needs of today and tomorrow's aspirations.

6+

design touchpoints addressed

8

marketing channels activated

15+

materials produced

What we did

With a broad scope of work covering brand strategy to activation, we developed an innovative building material brand that appealed to key property development decision-makers and end-consumer desires. Built on the foundation of a unifying concept, "Building Lifestyle Dreams," we positioned BLD World at the intersection of research, building sectors and design. Through brand identity and website design, we created a brand that shows developers and designers how to realise their design visions and deliver new spaces for living, working and enjoying.

Research and Insights

Brand Strategy

Brand Identity

Website Design

Marketing Communications

Research and Insights

We began by diving into the main building and construction industry trends to take a granular look at the value chain – pinpointing the best points of entry and the behaviour of each industry player. Our research determined that developers and distributors should be the main target of marketing. Although relatively toward the end of the value chain, these two players hold considerable sway in the construction process and the building's overall design direction. Filtering through our empirical data, we recognized that players who shaped the "soul" of property development – architects, interior designers and merchandising teams – were as responsive to consumer preferences as their own aesthetic sensibilities and professional judgement.

Brand Strategy

Equipped with an in-depth understanding of the motivations and influences of property development decision-makers, we felt confident leveraging BLD World's design expertise at the same level as its business reputation and benefits. With this strategy, BLD World would claim territory both as a grade-A supplier of high-quality products and as a thought leader and design consultant. We created a brand strategy that would be a path to growth, expanding the customer journey beyond supplying materials to "Building Lifestyle Dreams" for developers and end-consumers.

Brand Identity

The bold, new brand needed an eye-catching identity to match, leading our designers to create the "BLD" logo – the name itself is an acronym of "Building Lifestyle Dreams" and an abbreviation for "Build." The logo's geometric graphic elements are cornerstones, the foundational stone for architecture and construction, and in 2D, they reflect the ceiling, walling and flooring materials BLD World supplies.

Website Development

The BLD World website feels as professional and straightforward as their unique approach to material sourcing yet as contemporary and visually cohesive as their curated selection of products. We gave customers a clear understanding of the brand and streamlined the material search-and-selection process with an easy catalogue filter system and order form.

Marketing Communications

We created leaflets, brochures, and sales kits catered to each building material and their range of products in preparation for launch. The print materials we created conveyed the necessary information to influence building developers and distributors while balancing the design sensibilities of a company building lifestyle dreams.