Bonfire Interactive
BRAND IDENTITY | CREATIVE LEAD | MARKETING CAMPAIGNS
During Bonfire’s rapid growth in the public procurement tech space, the company underwent significant transformation, culminating in its acquisition and eventual integration into a larger GovTech organization en route to IPO. As Bonfire scaled, the brand needed to evolve to meet the expectations of a maturing customer base while standing out in a crowded B2B SaaS market.
A unified and strategic design system was introduced to increase brand credibility, improve customer trust, and ensure consistency across marketing, product, and sales channels. Design played a critical role in supporting lead generation campaigns, enhancing sales enablement tools, and refining customer-facing content—all contributing to improved brand perception and measurable increases in customer satisfaction and engagement.
With a growing focus on user experience and customer success, design assets were tailored to resonate with procurement professionals and decision-makers, ultimately supporting increases in NPS and retention. The refined brand identity and visual language helped Bonfire transition smoothly through acquisition and positioned it strongly within the broader suite of public sector technology solutions.
Developed and created a refreshed Bonfire brand alongside the Communications and Marketing team (launched May 2020). Pictured above is a section of the visual brand guidelines. The brand refresh was targeted towards updating messaging, product positioning, and visual identity to better resonate with the audience therefore increasing brand adoption and in turn increasing conversion rates.
The procurement industry isn’t always the most exciting, but that doesn’t mean impactful work isn’t happening. We wanted to bring an energetic, simplistic, and approachable tone to our visual identity. By utilizing a refreshed vibrant colour palette, bold geographic shapes, and grid to compliment the logo elements, we were able to achieve our goals. The brand now speaks more directly to the product benefit we serve: procurement made simple.
How we engage and position Bonfire in marketing campaigns is just as important. Oftentimes these are the first brand impressions. Above are some examples of the Bonfire visual identity applied to marketing programs and initiatives.
In order to connect with the our target audience and break through the industry noise, we strategize new and exciting campaigns to celebrate prospects and clients. This Bonfire branded video is an example of a year in review client and propsect marketing campaign.
Program Manager: Chris Lacey
Art Director and Designer: Samantha Johnston
Video Production Agency: Innertainment