Inventing
a new
category

Slalom Build

Brand Development

The World’s First Build as a Service Company

Slalom is a consulting firm with a strong digital pedigree. On the premise that nearly every organization is now—or will soon become—a technology company, they’ve spent the better part of a decade building an offering to help their Fortune 500 clients conceive, develop and deploy technology products and bring them to market. When they were ready to share this accomplishment with the world, they enlisted Turnstyle to help them tell the story.

Client

Slalom Build

Disciplines

Strategy, Identity, Digital, Print

Website

slalombuild.com

Logotype White Black

Research and Strategy

With this new offering, Slalom was pushing into a new category of service that doesn’t fit cleanly into the traditional definition of “consulting”: on-demand software and technology development. We needed to first conduct research upon which to base a strategic brand recommendation. Together with our strategic partners at Stoke, we pored over existing customer research, conducted new internal interviews, and audited key competitors. Ultimately, we determined that Slalom’s best play was to develop a new subordinated umbrella brand to clearly define this new offering relative to its existing consulting business.

New Brand, New Category

By incorporating the existing name and logo into this new sister brand, we were able to attribute equity back to Slalom. The new name—Slalom Build—is suggestive of the offering, and allows for a broad range of activities in the technology design and development space. Further, since this is a relatively new and poorly understood category of service, potential clients—and indeed, Slalom itself—needed a new vocabulary to discuss the offering. From this discovery came the recommendation to create and promote an altogether new category name: “Build as a Service” (BaaS).

Baas Graphic Small Text2
Poster2 1600Px
Poster Photo Collab 1600X2201

The Slalom Build logotype is simply an extension of the existing Slalom logo. When presented together with the core Slalom brand, there is an obvious relationship between the two logos that helps communicate the organization's structure. The real beauty of the Build identity comes through the use of the underline element that connects the two words “Slalom” and “Build.” It is the building block of a wide variety of elements including iconography, motion, background patterns and illustrations.

Slalom Poster Disrupt
Slalom Poster Realize
Slalom Build Guidelines
Slalom Build Website Home 1600Px
Slalom Build Website What We Do1 1600Px
City Icons
Slalom Build Website Mobile Light
Icons 2400Px2
Trucker Hat 2400Px
Bottle Front 1600
Bottle Back 1600
Slalom Tee 2400

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A New
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