3BL

3BL Media was an early leader in news distribution with a focus on the so-called ‘triple bottom line’ – the idea that corporations should be equally attuned to their impact on people and the planet as they were to their profit. They boasted a broad range of blue-chip companies, NGOs and nonprofits amongst their clients, and their growth through strategic acquisitions helped solidify their market position.

The 3BL brand before

But in spite of their continued success, the 3BL brand had lost its own sense of purpose, while the product offerings were overly complicated and hard to navigate. They needed a new brand strategy, brand architecture, and visual identity to enable a powerful step-change for their next chapter.

Cider worked closely with the team at 3BL to isolate and articulate their driving purpose and distinctive proposition. As specialists in engaging the uniquely complex group of stakeholders that drive the ESG discourse, 3BL sparks meaningful action on the most pressing issues of the moment through powerfully precise communications and engaging conversation. We boiled this idea down to a short and punchy brand essence: More Conversation, More Action. The brand strategy was built out further with a comprehensive values system and brand personality guidelines to provide both direction and inspiration for the wider 3BL team.

When it came time to translate this thinking to a visual identity, we were inspired by the powerful, continuous nature of conversation. Our partner Design Hungry crafted a strong, graphic logo with an ellipsis at its heart. These three dots are also a cheeky nod to the three pillars of people, planet and profit.

A bold and distinctive marque

The visual world beyond the marque extends the vernacular of punctuation in a bold way to accent a rich and cinematic photography style.

The new 3BL brand world

As 3BL rolls out their striking new strategy and identity, they’ve also streamlined their name and portfolio model, keeping the focus on the parent brand of 3BL rather than disparate branded products. The effect? A bold and hopeful look for a key player in the world of sustainable business.

“If you’re looking for help in building a best-in-class brand, look no further than Cider. Working with Laura and her team was a transformational experience. The entire project  - from crafting and refining a brand strategy and architecture to developing a bold new look - was completed thoughtfully, intentionally, and collaboratively. The entire team is incredibly responsive and supportive, even after the final assets are delivered. I cannot recommend Cider enough!”

– Margie Kuchinski, Marketing Director, 3BL