From B·A·D to great
Gold
Excellence in Brand Strategy and Creation
Brand Strategy – B2B
Credits
Company / Customer
Details
B·A·D Gesundheitsvorsorge und Sicherheitstechnik GmbH has become BG prevent – a complete rebranding of the corporate and employer brand of the B2B market leader for workplace health and safety. Since 1 July 2025, BG prevent has incorporated the company’s mission in its name as well: We shape prevention. This marks a full transformation from a rather dusty image to a fresh and distinctive brand – from brand strategy to logo, design and both internal and external communications. Customers and employees alike are impressed by the consistent rollout across all touchpoints, from the website and trade fair presence to the redesign of 150 locations. Photo credits: Christof Mattes, FRAITAG.
The Jury‘s Statement
In the B2B environment for health and safety, awareness alone is not enough if the name and brand appearance capture the value proposition only vaguely. With the transformation to BG prevent, a market-leading brand with little profile became a clearly positioned identity that anchors prevention precisely in language and visual design. What gives the project lasting substance is the process: strategy, naming, design and internal activation were consistently brought together. This allowed the new brand to establish itself clearly across many touchpoints and to be embedded internally in a well-founded way.
