Bates has also pinned its hopes on the integrated exercise executed for its new visual identity. The entry has been submitted in the Design category. The core idea of using blurbs has been applied to all elements of the exercise.
Sagar Mahabaleshwarkar, chief creative officer, Bates, says, "The new brand identity for Bates was created to reflect our philosophy of 'Changengage'. With the use of blurbs in business cards, we showcased what we believe in, the thought that 'debates engage better than doctrines'."
As a part of the exercise, the agency created personalised business cards, typography, website, stationery, coasters, carry bags, magnets and paper clips, along with an interactive game on Facebook which unveiled the new identity. To participate in the game, employees clicked on the shifting eyes to reveal the new look. The fastest fingers also won iPads. Also, each Bates office created its own business card using the core idea of blurbs.