Culture Change

boogertman: brand launch

Boogertman + Partners, a leading African architecture firm, approached Brandrenew to help launch the new brand and culture to staff. The brand concept “Human centered design” was a good place to start building a proprietary culture.


Picture a weaver bird’s nest. It is an intricate system of individually picked threads that are woven together to form a collective strength. If even one of these threads is removed, it causes a weak spot and is deemed unsuitable to be inhabited by the female bird.

We found that what differentiated this firm was the collective of unique strengths. Each staff member’s personal strength is woven into a strong yet very individual collective that forms the basis of each project, each interaction and each space. We called this the Collective + and proceeded to build a launch around this theme.

Culture story

Our individual strength is the culmination of all our individual experiences but, when we weave our stories together, we create a unique Boogertman + Partners story. Our collective story is proprietary due to the uniqueness of the individuals that make up the whole.

The event

The intention was to build an event with interactive elements where the staff would engage with the concept by building their own individual cocktails, canapes and sweets. A wall installation was developed into which staff inserted pencils that built the logo icon. Each pencil had their particular strength written on it. An
installation for each region showed what dominant strengths existed in the regional offices.

Brandrenew also sourced the inspirational speaker, Lee den Hond who related how the day she summited Everest could not have been possible without the individual and unique strengths of her entire team.

A digital timer was installed in each region that literally counted the seconds down to the launch.

Digital comms were sent out to encourage staff to engage with the concept a month prior to launch. The comms prompted an app download that was used to snap colleagues and then blend them into a digital collages which were intended to be sent in to a competition.