Each week, The Examiner showcases an advertising campaign by a local company.
The client: Burr Pilger & Mayer LLP (BPM)
The job: Branding campaign
Agency: Gumas Advertising, San Francisco.
Principals: John Gumas.
Other clients: Critical Logic, SummerHill Homes, Marcus & Millichap, Presidio Bank, Quality Tune Up Shops, Yonex, Wells Fargo, Beronio, Metro 1 Credit Union, ILOG and SF Giants.
Creative team: The entire Gumas Advertising creativedepartment
The plan: Gumas Advertising undertook an extensive market research, positioning and brand development effort to create an identity program and communications platform that conveys the BPM vision and market position. To wit, Burr Pilger & Mayer is a 21-year-old family of accounting, consulting, financial advisers and insurance professionals. The Northern California company is a full-service firm with a strong commitment to the community, and offers employees life and work balance. This combination of principles was the basis for the BPM identity.
The concept: Inspired by people and building a future together, the identity for BPM conveys the collaboration of people in support of the individual as well as the concerted stages of people building together. The tagline and illustrative design reflects the innovation, creativity and commitment of the BPM philosophy characterized by their new logo, palette of colors and illustrative elements that are used throughout all of their communication materials.
Position: President, Gumas Advertising
What drove your development of the concept?: One was the client’s personality, and we wanted to translate that personality into the imagery of the brand. This is not your father’s CPA firm. We really wanted to create a brand look that was different from everybody else, one that you would not expect, but at the same time captures who they are visually.</p>
Working on next: We have so many. We’re probably working on 10 to 15 as we speak. We’re rebranding a company called Critical Logic. We’re also rebranding Metro One Credit Union, and completely giving them a new image. We’re working with the Junior Giants and helping them expand their brand and awareness of their charitable work.