After 5 successful years, BDD now has different audiences and thus needs a wide spectrum of communication. Along the years, BDD had many objectives through its branding and communication, which created some brand inconsistency. In its rebranding, we wanted to represent the diverse aspects of BDD - the playful, the serious, and the educational. This is in order to unify BDD’s tone of voice, to break the edginess of the identity, and to create a clear and consistent identity. At the same time, it is to make it a dynamic identity that can communicate with its audience on a daily basis, creating a brand that is fresh and young, but at the same time corporate. We also wanted to highlight the concept of work, live and play, BDD’s main promise.