Elevating Impact: The Journey to the New BEN Colorado
Competition for our attention is at an all-time high. On any given day, we encounter countless logos, advertisements, and product placements vying for our attention, both consciously and subconsciously.
Amid the saturation, the challenge for brands goes beyond just being recognized. Today, brands need to be memorable and meaningful.
We know that the brands that stand out - the truly remarkable ones - are known not just for what they offer, but how they make us feel.
So, when it came time to create a new brand identity for BEN Colorado, we knew that it needed to be special, memorable, and speak to the very core of what it is that we do as an organization. It needed to invoke emotion and connection, both within and beyond our existing ecosystem.
Thus, we began our journey to learn exactly what BEN meant to those we serve. Here’s how we did it:
Core Team: We created a core team with BEN team members, advisors, supporters, board members and entrepreneurs and that was led by an internationally recognized branding expert.
Voice of the Customer: Our reach into the ecosystem went further with a concise survey that brought in diverse perspectives into our conversations.
Alignment: Bringing together all of the data from above, a clear picture of the impact of BEN Colorado emerged with representative words: Wisdom, Supportive, Connections, Strength and Successful.
Visual Representation: Synthesizing all of the learnings into a memorial logo is a rare talent, and we are so fortunate to have one of the very best creatives in the county here in Colorado with Hugo Meyer. The new BEN Colorado logo is modern, chic and filled with forward momentum as the bridge forms and then arches across each of the individual letters of BEN. The new brand is further supported by the rich earth tones of the color pallet and the deep connection to our home in Colorado.
Storytelling: Brands live through their storytelling where emotions are created and reconnections live. This work is now ongoing as our new website at BENColorado.org is being transformed by longtime BEN creative and owner of Another Gallery, Alicia Herda. This ongoing work will be focused on who we are, what we do, the impact we have and who we aspire to be as BEN Colorado, the Bridge Entrepreneurs Network.
When the name Bridge Entrepreneurs Network emerged from our research and brainstorming, it felt natural, almost as if it was right there all along.
We are the bridge that helps entrepreneurs over the valley of death, the bridge that connects highly skilled advisors to thirsty entrepreneurs, the bridge that provides stability and structure in the middle of chaos and the bridge that helps businesses cross over from one growth stage to the next, accelerating their success.
We are BEN Colorado, elevating impact, together.
We built on the past and the essence of our mission to create a bright future.
Check back soon to hear more about why the name Bridge Entrepreneurs Network was chosen!
