BEC! brand book

BEC! operates at a scale where a single brand guideline is no longer enough to support its diverse touchpoints. The digital team needs speed, accessibility, and interactive logic, while the institutional team needs authority, permanence, and physical clarity. I approached this project by identifying the friction points within their current communication and designing a two-pillar system that eliminates guesswork for creators while maintaining a seamless experience for visitors.

The institutional pillar serves a different user journey. Here, the brand must project stability and prestige to partners, government entities, and large-scale exhibitors. My work focused on establishing a rigid visual hierarchy that translates the brand’s energy into formal, static environments. This involved deep-diving into the tactile side of the brand, from the safe zones required for massive physical signage to the layout logic for annual reports and official correspondence.

I spent significant time codifying the brand’s “voice” and visual architecture to ensure that the BEC! identity remains recognizable even when stripped of digital movement. This was about creating a sense of place. Whether a visitor is reading a print advertisement or walking through the main atrium, the institutional guidelines ensure that every physical touchpoint feels authoritative and grounded. I focused on material applications and print-ready specifications to ensure that the high standards of the digital world were matched in the physical one.

For the digital pillar, I focused on the “user of the brandbook”, the designers and developers who need to build interfaces that feel like BEC!. I treated this book as the blueprint for a design system. I defined atomic foundations like responsive grids and typography scales that are optimized for legibility across devices. Every color choice was vetted against WCAG 2.1 accessibility standards to ensure inclusivity is baked into the brand’s DNA.

I moved beyond visual style to document interactive behaviors. This included mapping out component states, transition timings, and error-handling visuals. By defining these “invisible” details, I created a framework where the brand doesn’t just look right, it feels right. The resulting documentation acts as a bridge between design and code, providing clear technical specifications that allow product teams to scale without losing the brand’s soul.

The true success of this project lies in the friction it removed. By creating these two specialized brandbooks, I provided BEC! with a modular system that scales from a 16px icon to a 40-meter exhibition hall banner. This dual approach reduced cognitive load for internal teams, allowing them to make faster decisions with higher confidence.

From a UX perspective, I didn’t just design books; I designed a more efficient way for an organization to communicate. The result is a unified experience where the digital and physical worlds no longer compete, but rather reinforce one another. It is design that stays out of the way, allowing the content and the user’s needs to take center stage.

Great design is a system that works for the people who use it and the people who build it. With BEC!, we made sure the brand was ready for both.