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Propaganda delivers refreshed brand identity for BSW Group


The UK’s largest forestry and sawmilling group has had a new identity executed by Leeds-based Propaganda, having turned to the agency in June.

Propaganda conducted a strategic brand review across BSW Group’s stable of companies and capabilities with the intention of enhancing BSW’s value through a new brand narrative.

Creative for the group has now been launched across all its companies, encompassing a national trade campaign and dynamic website. Its new identity stands apart from the standard landscape imagery of competitors, with imagery shot in Bramham Park, Wetherby – a forest managed by BSW.

It was intended to showcase timber “in a new light.” Following this execution Propaganda is set to continue working with BSW to support and roll out the group launch.

Lee Bennett, Head of Creative at Propaganda, said: “Our primary intention was to break away from the cliché images, which are synonymous with the industry in order to create something futuristic that symbolised the brands ambitions to lead the industry forward. A vision the group also embraced.

“Images of the woods at night often look cold and lifeless – a challenge we embraced. We pushed every boundary we knew as the goal was to make the forest feel alive and illuminated, which we undoubtedly achieved.”

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