Positioning concept
BART Regional Center is a company attracting foreign investments for the funding of development projects in the US.
The company's target audience are business people from the rapidly developing countries, such as China, India, South America, Africa, and Russia. These are people who make fortune in a growing and therefore often unstable economy and realize the importance of investment in a more secure financial system. For them, investment through a Regional Center is a way of managing their capital. However, the main aim is to provide grounds for labor migration to America.
Financial investments in the US economy allow the clients of a Regional Center and their families to obtain the EB-5 visa for Immigrant Investors, then a temporary green card and permanent residency, and, five years after, US citizenship.
Living and working in the US is neither the only nor the ultimate goal for investors working with BART. However, it is often an important factor for the development of their business in the country. This process requires preparations not only in terms of business, but private life as well: while maintaining operations in their homeland, many BART clients accommodate their families in the US and pave the way for business expansion.
Visual identification concept
Investments in the American economy through a Regional Center virtually guarantee the entrepreneurs a green card that would allow them and their families to live, work, and study in the US. We decided to stick to the subject of transaction and take it as a basis for identification. For that purpose, we combined arrows that substitute space in green cards, visas, and passports, with the image of the star-spangled banner.
The movement of arrows seemingly heading for the object's right border is reflected in the composition of brand carriers, with the graphical metaphor of the banner located on the right side. This solution emphasized the idea of the investors' and their families' spatial movement from one country to another towards the American Dream.
We bolstered the idea of the investors' pursuit of the American Dream with wise and inspiring quotes of American business people and politicians about business and life that found a place in the key style identifier — the banner.
Color scheme
We refreshed the classic red and blue colors of the star-spangled banner, making it more modern and bright. Such intense, clear colors look impressive against both light and dark background.
Font scheme
The font scheme is based on two typefaces: decorative fonts used for headers, text boxes, and slogans, and an austere, more readable ones for large texts. Letter Gothic Mono fulfils the representative function, resembling the font used in visas and passports with its plastic nature and lettering. We picked the classic PT Sans family for the main text as it blends with the font of the headers proportionally.
Graphics and photo images
The neat stylistic solution helped us emphasize the importance of the matter along with the security and respectability of the BART Regional Center. Additionally, we came up with simple and meaningful pictograms to illustrate large volumes of text as well as rules for the appropriate use of photos of the iconic American objects and symbols.
The logo of the BART Regional Center is consistent with the identification concept: taking the graphical metaphor of the banner as a basis, we incorporated the company's name in it. The flexibility of this graphical approach allowed us to devise several versions of the logo: horizontal, square, and abridged.
Taking into account the fact that the logo will be used heavily in business documents that do not contain any other identification elements, we felt it must be self-sufficient, making the company stand out among competitors.
Our colleagues from the Nimax agency devised, designed, and developed a website according to the identification system developed for the Regional Center. The website's logical structure provides detailed information on the company's services, conditions, and opportunities for financial investments in the US economy.