Bailey Brand Consulting is an award-winning strategic brand consultancy dedicated to developing cutting-edge branding solutions for clients ranging from Fortune 500 companies to innovative startup organizations and everything in between.
Since its founding in 1985, the firm has grown from a three-person operation to a professional consulting practice of more than 40 employees—strategic thinkers, creative problem-solvers and world-class designers, producers and developers dedicated to helping our clients make their brands matter.
Bailey Brand Consulting’s branding experience spans a broad range of B2B and B2C industries and verticals, including consumer packaged goods, manufacturing and construction, healthcare, pharmaceuticals, financial services, academia and beyond. Our range of services includes Market Analysis & Consumer Insights, Brand Strategy, Content Creation, Design & Creative, Digital Marketing, Web & Digital Development & Video Production.
"EPDA is an invaluable source of inspiration and provides a meaningful connection to the European branding community. Our work on global brands has benefitted immensely from the relationships we have formed over our many years of membership."
Yuengling Packaging Refresh & New Product Launch
How does a beer brand that can proudly call itself America’s Oldest Brewery continue to compete and thrive in a crowded, modern marketplace?
Bailey partnered closely with Yuengling’s marketing and internal design teams on multiple initiatives, including a complete packaging design refresh for its three core beers. Our team sought to improve shelf visibility by reducing visual clutter, update and refocus communication on core heritage elements (such as the iconic Yuengling Eagle & Barrel symbol) and help clarify the relationship between the family of beers in the company’s portfolio. The result is a modern, simple and eye-catching design that clearly communicates Yuengling’s storied past in a relevant and engaging way.
Additionally, Bailey led two new product launches: Yuengling Golden Pilsner and Yuengling Flight. Our team developed initial brand, naming and visual concepts and partnered with Yuengling’s marketing and internal design teams to guide them through multiple ideation sessions and the process of a new product launch. After months of internal testing and wide-ranging exploration of new brand, visual and product concepts and consumer validation, Yuengling proudly launched its new beers.
These bold addition to the Yuengling core beer lineup represent an important step forward for the sixth generation of the Yuengling family, opening up the brand to new markets and incremental consumers.
GS1 Brand Activation & Awareness
GS1 is a global information standards organization serving supply-chain stakeholders across a diverse array of industries. Through a strategic partnership spanning 10+ years, Bailey developed and maintains the GS1 global brand system used in over 115 countries worldwide, and works closely with both the US and Global chapters of the organization on initiatives ranging from event planning and design to digital campaign executions, whitepapers, web pages and beyond.
Perhaps the most significant challenge our team has navigated in partnership with the brand has been in building awareness and literacy of the organization’s activities and offerings. Through intense immersion into the structure, operations and audience perceptions of GS1 US, Bailey built the foundation for a paradigm shift in how the organization thinks about and communicates its brand and its business externally. In-depth consultation with key stakeholders, industry workgroups and standards users, paired with external research and analysis, helped identify specific opportunities for GS1 US to better communicate their complex role in commerce in a concise and consistent way.
Bailey continues to help deliver this message today across a wide range of platforms, mediums and countries, guiding the brand into the future while also celebrating key milestones rooted in its past.
Impressive Inside and Out
For over 75 years, Simonton’s award-winning vinyl windows and doors have helped consumers reframe the way they look at their homes. Bailey partnered with senior leadership at Simonton to holistically understand the present state of the residential windows category and evolve the brand to best align with the needs of its customers, homeowners and the overall market.
Our team collected input over a period of many months through exhaustive questionnaires and one-on-one interviews with builders, contractors and other key stakeholders. The research served as a roadmap from which our team began work on rebuilding the Simonton positioning platform from the ground up—defining ownable attributes, key messaging and points of differentiation.
Bailey then brought the refreshed positioning to life through a robust new visual identity and developed an activation plan to roll out these changes across every facet of the brand. We created a wide range of media and materials to reintroduce the brand to internal stakeholders, including an aspirational brand essence video and a comprehensive playbook containing visual systems, guidelines, key messaging and more.
The brand relaunch was supported externally through new sales materials and collateral as well as an all-new website. Bailey’s strategy and UX/UI teams collaborated to rebuild Simonton.com from the ground up in order to create an improved user experience with streamlined content that delivers on the revised positioning: “Impressive Inside and Out.”