Davidson worked collaboratively with Beulah to develop the BETA brand. With a strategy in place, the first step was developing a name that embodies the futuristic nature of the brand at its core. An initial naming brainstorming session was conducted before undertaking a name creation process that was experimental in itself; we looked at neologisms, hybrid words and acronyms to create a truly unique name. Inspired by the language of science, the name ‘BETA’ was selected. ‘BETA’ references the ‘beta testing’ in the laboratory and is also an acronym for ‘Beulah Experimental Testing Area’. The name is futuristic, technological and experimental, fitting for a ‘think tank’ where future ideas and concepts can be tested and explored. The name set the perfect tone leading into the design of the brand.
Davidson ran a semiotics session together with the Beulah team that explored global benchmarks across a diverse range of industries. Pulling visual cues from the arts and culture, technology and science, and sustainability and the environment, we distilled key creative territories that provided inspiration to the design direction of the concepts.