BABTAC is ‘The British Association of Beauty Therapy and Cosmetology’; established in 1977, it is the longest running and most widely recognised beauty membership organisation in the UK. BABTAC represents and insure over 10,000 highly trained beauty professionals and work ‘not for profit’. The focus is the well-being of all members, the regulation of the industry and the protection of public welfare. BABTAC is headed by a council of industry professionals and it stands to represent the industry and add its voice to important issues; this year it is celebrating 35 years of setting industry standards.

The challenge

The brand was dated and old-fashioned and despite having an excellent proposition and service offering, the company was experiencing little or no growth in membership. Rebranding the company served to both mark an era of progression and change in the organisation and also to modernise it, realigning it as an approachable, professional, current and desirable brand.