Bimex
An electrifying legacy reimagined with power and innovation.
An electrifying legacy reimagined with power and innovation.
Context
Context
Bimex is a Chilean company with over 65 years of experience, specializing in providing equipment for disconnection and SCADA system integration projects in maneuvering, reconnection, and remote measurement of electrical networks. SCADA technology (Supervisory Control and Data Acquisition) enables remote monitoring and control of industrial devices, playing a crucial role in managing modern electrical infrastructures. Bimex is also the exclusive representative in Chile of S&C Electric Co., a leading manufacturer of maneuvering and protection equipment for medium and high-voltage systems. Their offerings combine solutions for energy distribution and transmission with deep technical expertise, teamwork with clients, and a demanding quality policy.
Despite its long history, Bimex did not reflect its innovative spirit or project the type of brand they are. It was essential to bridge the gap between how Bimex perceived itself and how its audience saw it, updating its narrative and digital presence before losing relevance to more dynamic competitors.
Bimex is a Chilean company with over 65 years of experience, specializing in providing equipment for disconnection and SCADA system integration projects in maneuvering, reconnection, and remote measurement of electrical networks. SCADA technology (Supervisory Control and Data Acquisition) enables remote monitoring and control of industrial devices, playing a crucial role in managing modern electrical infrastructures. Bimex is also the exclusive representative in Chile of S&C Electric Co., a leading manufacturer of maneuvering and protection equipment for medium and high-voltage systems. Their offerings combine solutions for energy distribution and transmission with deep technical expertise, teamwork with clients, and a demanding quality policy.
Despite its long history, Bimex did not reflect its innovative spirit or project the type of brand they are. It was essential to bridge the gap between how Bimex perceived itself and how its audience saw it, updating its narrative and digital presence before losing relevance to more dynamic competitors.
Bimex is a Chilean company with over 65 years of experience, specializing in providing equipment for disconnection and SCADA system integration projects in maneuvering, reconnection, and remote measurement of electrical networks. SCADA technology (Supervisory Control and Data Acquisition) enables remote monitoring and control of industrial devices, playing a crucial role in managing modern electrical infrastructures. Bimex is also the exclusive representative in Chile of S&C Electric Co., a leading manufacturer of maneuvering and protection equipment for medium and high-voltage systems. Their offerings combine solutions for energy distribution and transmission with deep technical expertise, teamwork with clients, and a demanding quality policy.
Despite its long history, Bimex did not reflect its innovative spirit or project the type of brand they are. It was essential to bridge the gap between how Bimex perceived itself and how its audience saw it, updating its narrative and digital presence before losing relevance to more dynamic competitors.
When evaluating the electrical industry, we discovered that corporate communication remains technical, serious, and distant. Although Bimex prides itself on collaboration and excellence, it expressed itself externally in that same standard institutional tone, following the traditional industry pattern. This convention of technical seriousness conveyed strength, but at the same time, it hid opportunities for emotional connection and narrative differentiation with the audience.
The hidden strength and the truth behind Bimex also emerged. On one hand, its 65-year legacy and exclusive partnership with a global leader provided enormous credibility, combined with a spirit of innovation that the team experienced internally but did not articulate externally. In their everyday conversations, they valued close collaboration with clients and the pursuit of quality solutions, but these values were not reflected in the brand.
When evaluating the electrical industry, we discovered that corporate communication remains technical, serious, and distant. Although Bimex prides itself on collaboration and excellence, it expressed itself externally in that same standard institutional tone, following the traditional industry pattern. This convention of technical seriousness conveyed strength, but at the same time, it hid opportunities for emotional connection and narrative differentiation with the audience.
The hidden strength and the truth behind Bimex also emerged. On one hand, its 65-year legacy and exclusive partnership with a global leader provided enormous credibility, combined with a spirit of innovation that the team experienced internally but did not articulate externally. In their everyday conversations, they valued close collaboration with clients and the pursuit of quality solutions, but these values were not reflected in the brand.
When evaluating the electrical industry, we discovered that corporate communication remains technical, serious, and distant. Although Bimex prides itself on collaboration and excellence, it expressed itself externally in that same standard institutional tone, following the traditional industry pattern. This convention of technical seriousness conveyed strength, but at the same time, it hid opportunities for emotional connection and narrative differentiation with the audience.
The hidden strength and the truth behind Bimex also emerged. On one hand, its 65-year legacy and exclusive partnership with a global leader provided enormous credibility, combined with a spirit of innovation that the team experienced internally but did not articulate externally. In their everyday conversations, they valued close collaboration with clients and the pursuit of quality solutions, but these values were not reflected in the brand.
Quick Overview
Quick Overview
Disrupt
The strategy focused on redefining the brand by integrating its history and innovative drive into a new holistic concept. The “Bimex Energy System” was conceived, a comprehensive digital design system that rearticulates Bimex's visual and verbal identity. The new brand narrative was built around the idea of having “power” over energy: Bimex no longer just supplies equipment but empowers its customers to control and optimize electrical energy, backed by decades of experience. This central narrative connected the legacy with the future, presenting Bimex as an energy veteran leading the way towards a more sustainable and technological tomorrow.
The strategy focused on redefining the brand by integrating its history and innovative drive into a new holistic concept. The “Bimex Energy System” was conceived, a comprehensive digital design system that rearticulates Bimex's visual and verbal identity. The new brand narrative was built around the idea of having “power” over energy: Bimex no longer just supplies equipment but empowers its customers to control and optimize electrical energy, backed by decades of experience. This central narrative connected the legacy with the future, presenting Bimex as an energy veteran leading the way towards a more sustainable and technological tomorrow.
The strategy focused on redefining the brand by integrating its history and innovative drive into a new holistic concept. The “Bimex Energy System” was conceived, a comprehensive digital design system that rearticulates Bimex's visual and verbal identity. The new brand narrative was built around the idea of having “power” over energy: Bimex no longer just supplies equipment but empowers its customers to control and optimize electrical energy, backed by decades of experience. This central narrative connected the legacy with the future, presenting Bimex as an energy veteran leading the way towards a more sustainable and technological tomorrow.