BEAKN
Business Ethics And Knowledge Network
Navigate The Next
BEAKN, The Business Ethics and Knowledge Network, is a global community of visionary business executives who lead with integrity, make wise and ethical decisions, and create sustainable wealth that benefits society and future generations.
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Corporate ethics has long been associated with fraud, bribery, corruption, insider trading. The rules of the road? Just don’t break the law.
Then came the Crash of ’08, Covid, the Gig Economy & Remote Work, Layoffs, DEI, Racism, Me-too, LGBTQ rights, Ukraine, AI, questions about free speech, sustainability, misinformation – it’s a tricky, constantly changing world.
No serious company can rely on an old-fashioned reputation management playbook.
Today, corporate values are more controversial and contested than ever before. Business leaders face unprecedented challenges and opportunities. They are not just dealing with shareholders. But with multiple stakeholders. Employees. Customers. Partners. Each with distinct and complex interests. And louder voices.
“Which cause do I align with?” When do I respond?” “How do I manage these issues with integrity, empathy and commitment and do what’s right.
Organizations now - as never before - need the guidance to navigate these tricky times so they are ever-ready to make principled decisions that look out for society, stakeholders, the marketplace and themselves. And look ahead to the future.
That’s where BEAKN comes in.
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We positioned BEAKN as a resource for enlightened business leaders to navigate through an uncertain, tumultuous environment.
Rather than focusing on traditional corporate ethics and compliance, we highlighted the far-reaching impact ethical behavior has on economies, communities and the environment.
We stressed the strategic value of wise, Informed leadership not just for immediate financial gains, but for creating long-term stability and prosperity for future generations.
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Brand Refresh
Brand Strategy
Brand Name
Brand Visual Identity
Brand Logo
Web Design
Asset Creation
Like many Descriptive Names, the name B.E.E.C. (Business Ethics & Education Commission) - was less ownable, emotional and memorable. And was virtually impossible to say without getting tongue tied.
We renamed and repositioned it as BEAKN (Business Ethics And Knowledge Network) creating a metaphor for the brand. Beacons are directional. They guide navigators to their destination, often through the darkness. Beacons also act as symbol of possibility.
We replaced with word Education with Knowledge to reflect personal experience over structured learning.
And rather than being a Commission, we chose a Network to reflect mutually beneficial relationships.
We redesigned Tree of Life Logo to be more dynamic and contemporary.
And we introduced new fonts and a bold color palette to serve as statement of optimism, creativity, curiosity and a profound sense of purpose.
Navigate The Next
Our tagline: Navigate The Next speaks to the guidance BEAKN offers modern leaders, so they can to navigate uncertainty with confidence - ever-ready to make principled decisions that look out for society, stakeholders, the marketplace and themselves. And look ahead to the future.
Elevate Imagery
We transformed the brand’s voice and expression to signal BEAKN’s higher-order, more aspirational value system. Our custom black and white imagery and headline alliteration were created to affirm the ability of enlightened leaders to rise above the myriad ethical and business challenges of the day without hesitation, vacillation or intimidation.
To invite membership and participation, we designed an engaging website that presents the strategic benefits of embracing corporate ethics and the value of BEAKN network.
We designed a multiplatform storytelling strategy that uses diverse channels (Social Media, Podcasts and Video) to inspire curiosity about membership and create consistent narratives across platforms.
