Using our proprietary Perception Branding 5d process, wea built a foundation of understandingthat shifted the BrainStorm brand experience. When we examined the company culture, it became clear that there was a disconnect between why they were successful vs. the image that they projected. In interviews we learned about the companys fun atmosphere, witnessing effective people-based training using humor. We also learned about the extraordinary commitment to
keeping the customer satisfied. None of that came across in their previous dreary identity and
Web site. We proposed a new identity based around a very non-stuffy logo and a strong yellow-gold color, which is psychologically associated with pleasant feelings.