Align acquisitions with a unified brand refresh


BBI Solutions has been serving the global diagnostics industry for over 50 years and recently acquired three organisations to expand their service offering. Firebrand worked closely with BBI to define a new brand architecture and harmonise the newly acquired brands under a unified brand refresh. Firebrand was also responsible for conducting a full brand audit and redesigning all brand touchpoints.


  • Brand Audit
  • Brand Architecture
  • Brand Portfolio
  • Brand Identity Design
  • Brand Guidelines
  • Print Collateral Design
  • Digital Collateral Design


  • Carry out a full brand audit and redefine brand architecture
  • Align aquired brands under
a unified brand refresh
  • Design and create all new printed collateral templates
  • Create a comprehensive set of brand guidelines

Creating a custom workshop programme​

Creating a custom workshop programme

Firebrand worked closely with the Aptitude HR team to prepare for the schedule of events. A custom values workshop was created, composed of warm-up, individual and group exercises. The deliverables included a explanatory slide deck for the session, worksheet posters, exercise sheets, game cards and facilitator notes.

Capturing the brand values that draw us together​

Capturing the brand values that draw us together

Following extensive questionnaires for the senior leadership team and additional surveys, the hands-on, discovery program went out to employees. Ten workshops were held in London, Boston, Wroclaw and Singapore over the space of two months, involving more than 60% of the global workforce.

Delivering a foundation for cultural expression

Workshop output was collected, distilled and synthesised into core themes and ideas. Differentiation and personality were woven into the wording. The final set of mottos, descriptions and supporting statements were honed into a three tier value system, and aligned with Aptitude’s behavioural framework.

BBI brand architecture
BBI Solutions business cards
BBI Solutions advertisements
BBI Solutions grid templates
BBI Solutions reagents
BBI Solutions lab technicians
BBI Solutions digital
BBI Solutions services
BBI Solutions veterinary
BBI Solutions iconography
BBI Solutions brand guidelines