Can you teach an old dog new tricks?

BDX is the result of the successful merger of three strong Northland companies. So how do you go about bringing three brands - and their people - together under one new name?

BDX is the brainchild of successful Northland business owners who – with the backing of their management team – introduced the newly branded BDX into the market in 2018 to create the largest engineering and contract maintenance company in Northland.

We worked with the team to develop a strategic plan for the new enterprise, as well as communications around the business merger and the development of the new name and brand.

Our mahi to date

  • Brand Strategy
  • Logo & Identity Development
  • Brand Story & Messaging
  • Website Design & Development
  • Workshops & Facilitation
  • Collateral Design & Production

Reflecting reputation and experience

It was important to the business owners that the long-standing reputation and experience of the merged organisations were not lost in the rebrand, and this is reflected in the name, with ‘BD’ a deliberate reference to one of the former companies, BlackDog Steelworks. We developed the messaging to support the brand launch which also strongly reflects the depth of experience in the new company, with many of the newly formed 70-strong team having worked together for over a decade under previous brands.

We supported the BDX team to have an effective and strong launch to market, including media engagement, website development and regular communications to staff as well as key clients, stakeholders and suppliers. In addition, we ensured market readiness through the development of key documentation, marketing collateral, brand photography, signage and vehicle branding. This ensured BDX had high visibility from the outset, with clients and other stakeholders quickly adapting to the change.

"When Blackdog Steelworks needed a new brand to recognise changes to the company, Level were able to provide expertise and facilitation to help the team choose a new name for the company – BDX, which they then took further and developed into a full brand and website."

Tony Davies-Colley, Managing Director