BIXAL

Bixal was created because of a strong desire to use technology to improve the lives of people everywhere. The Virginia firm has spent years focusing their efforts in the Federal Government space, generating respect for their capabilities with complexity and their proficiency in technological problem-solving.

This is Bixal:
A mission-driven organization determined to improve people’s lives through human-centered strategies and transformative technologies. We deliver on this promise by partnering with leading federal agencies to conceive and create powerful data-driven customer experiences.

THE CHALLENGE

Bixal is more than an agency. It’s a methodology. It is a space that is filled with people from all over the world, determined to make a positive impact on the world. It’s an organization, that focusses their efforts in the Federal Government space with a unique passion that garners respect for their capabilities with complexity and their proficiency in technological problem-solving. The challenge was to rebrand Bixal, showcasing the passion, diversity, proficiency and technological solving chops that it possesses.

THE SOLUTION

Due to commitment and time constraints towards client work, the Bixal creative team needed to work alongside an external team of contractors to get the work done in the time frame allocated by the CEO of Bixal. Through user testing, research, interviews and other forms of engagement, we were able to collect the essence of Bixal - what drives it from the inside. We turned those findings into eight essential themes or core beliefs. These beliefs not only represent and drive the company, but also translate over into a rich understanding of the value it provides to clients and partners alike. These 8 core beliefs determined the brand work that followed.

THE RESULTS

The more we came to understand Bixal and it’s diversity of culture and perspectives, it became clear that we needed a brand palette to reflect this immense diversity. As we developed the kaleidoscope brand palette, we had to pay astute attention to accessibility. This resulted in a palette as functional as it is beautiful.

Bixal’s original brand identity made use of the “x” character. But due to our research and discovery we felt that the “B” would represent Bixal better. As a reflection of Bixal’s people-first approach and processes, the B allowed for much more adaptable design element that is more organic in nature.

A design system was developed to translate across everything from recruitment materials to digital applications.

A SNAPSHOT OF THE PROCESS

DESIGN AUDIT

Through the design audit, the team compiled all existing design collateral and elements that were in use across platforms and mediums. Research based on competitors and relative agencies for design inspiration were also gathered, evaluated and discussed with our client (a large focus group of Bixal employees) for feedback.

USER / CLIENT / CUSTOMER PERSONAS

The team interviewed users, clients and employees of Bixal to gain feedback on the current site and generate potential user pools from this data. We were then able to create three user personas according to this data: the Job Candidate; the Potential Partner; the Potential Client.

IA STRUCTURE & WIRE FLOWS

The team explored the current setup of the site and iterated different potential flows through exercises such as: card sorting, user flows, and IA structure setup.

DESIGN

Strong brands invite and create trust, and a deeper connection at every touchpoint along the customer journey. When the brand’s B mark is coupled with the vibrance of its color palette, it causes a multitude of possibilities. The combination of all the elements creates a sense of passion - exactly what Bixal is all about.

Agency:
Bixal, Virginia U.S.A.

My Role & Responsibilities:
Creative Direction, Brand Strategy, Brand Development, Ideation, CX Direction, UI & UX Design, Communication, Leadership

Team Credits:
Dylan Davis, Brand Strategy, UI & UX Design
Briana Bischoff, UI Design
Russell Lebo, UX Design
Ron Charles, Visual Design
Ewa Beaujon, Copy Writing & Content
Cassie O’Leary, Copy Writing
Kayla Chumley, Video & Motion
Amanda Bantug, Video & Motion