BABTAC Brand Strategy

Background:

Established in 1977, BABTAC is the longest running membership organisation for the Beauty Industry. The existing BABTAC brand was outdated and out of touch with current developments in the industry.

Objectives:

To develop a modern professional academy image that reflects the evolving industry audience.

Actions:

apt analysed the target audience and market place to determine the brand direction. Following the new brand launch, we developed a comprehensive brand manual leading the way for the delivery of stationery, press adverts, event materials, the website and membership collateral.

Results:

The re-brand evoked a positive response from the industry, staff and members; at recent industry exhibitions BABTAC received a higher membership renewal rate compared to the previous year.