Brand strategy, visual and verbal identity.

From work to work life

Bayzat had built a next-level HR, payroll and insurance technology platform. But they wanted to go further, fundamentally changing how employers and employees work. First in the UAE, then internationally. They needed a brand that went beyond features and benefits. A brand with the power to open up new possibilities for work life.

Possibilities and purple

Bayzat is a machine of possibility. Lift the hood and you’ll see it combines technicality and precision with imagination and humanity. This is where our identity stems from. The logo and graphic system of shapes work together to represent this visually. While the unconventional confidence of our tone of voice means we can convey both the vision and the function. And for a B2B2C brand to stand out amid a sea of corporate blue, we are purple and proud.

Putting the brand to work

With the strategy and identity complete, we launched the brand internally over Zoom to a global team of over 200 people. And as part of our ongoing partnership, we’ve helped them bring the brand to life everywhere it appears. From the website, to sales materials, to the all-important swag.

“Bayzat has ambitions to fundamentally change work life for businesses and their employees. To achieve our mission, it is important our brand aligns with our goals. We set out to find a branding agency who shared our enthusiasm, but one that could challenge us creatively and strategically. Something Ragged Edge delivered to perfection. I cannot speak highly enough about the team and their ability to deliver a world-class brand.”

Co-founder, Bayzat

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