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Bentley Systems, Inc.
Branding revolutionary new software that is about to change the world is an exciting undertaking. When Bentley Systems, a global architectural design software developer, selected Hanson to brand and create an advertising campaign for their innovative software GenerativeComponents, Hanson was up to the challenge.
Hanson's creative team developed the brand platform and the "Let the Genius Loose" advertising campaign that promoted the software’s intuitive logic allowing architects to model geometry and capture relationships with unrivaled flexibility.
With the positioning and a campaign theme developed, Hanson created an innovative design for the brand and associated imagery. The logo incorporates a multiple swirling line graphic that depicts the software's ability to morph from one design to another.
A series of ads and tradeshow materials were developed for the 2008 Smart Geometry Convention held in Munich, Germany. The ads speak to established and new users and showcase the software's innovative modeling ability empowering architects to create complicated structures that previously they could only dream about designing. The youthful spirit of the ads conveys the brand’s promise that this is a product that would allow the "creativity within" to finally be fully realized. |
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