The annual Greenbuild Conference unites players in the building industry whose mission is to boost the quality of life through green building practices. Four companies, Herman Miller’s Convia (electrical infrastructure), Cii (walls), Johnson Controls (heating and cooling), and Tate (flooring), joined forces to form a powerful green alliance and an unprecedented, fully-integrated approach to green buildings.

What's in a name? A ton. We wanted to position the alliance as a building platform, integrating technology and sustainable design. It was, after all, a nurtured network of like-minded partners promoting individual products backed by the strength of the association and the impact of green building and design solutions.

Logo exploration

We starting exploring, toying around with the idea of a pedestal and cranking out logo designs that communicated foundation and green building. But Pedestal lacked the technological aspect integral to the alliance. Knowing that the clients wanted their name and logo to touch on buildings, technology, green, and the idea of a platform, we moved toward several visual iterations of GBT Platform (Green Building Technology Platform). The iterations multiplied and we hemmed and hawed, finally landing on the name BTPg--Building Technology Platform for green solutions. We played with recycling arrows, shades of green, and various leaf formations. Then there it was.

Final treatment for BTPg

We launched a microsite two weeks before Greenbuild. Conference participants easily accessed information on BTPg and its participating partners, and our clients were able to gather qualified leads for the show. Talk about efficiency.

 http://www.btpg.net