Bentel Architects Book

Nicework was approached to create a glossy coffee table book to celebrate Bentel Associates International's 50th year in the field of commercial architecture. The book was designed as a visual showcase of BAI's portfolio that is supplemented with historical timelines, critical essays and client interviews. Professional photographer Philip Mostert documented the buildings to highlight each project's architectural details and strengths. A bold colour palette of black, white and yellow is used throughout the book to reflect the company's brand colours and to create a cohesive design. The final product is a fitting tribute to the history of built structures BAI has created and the people who contributed to its prestigious history.

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Client: Bentel Associates International

Bentel Associates International (BAI) is one of the top commercial architecture firms in South Africa. With over fifty years experience, BAI is a large corporate company that boasts an extensive portfolio of commercial projects. Although primarily known for their prowess in the design of retail environments, BAI has expanded over the years to tackle projects in other sectors both locally and internationally, as well as establishing an office in India. In short, they are rather good at what they do.

Services:

Research, Content Generation, Copywriting, Graphic Design, Publishing

Discovery:

When new MD, Nick Kyriacos, was appointed he brought on a number of young directors to help revitalise the practice. He directed the company toward emergent international markets like India. BAI's goal has always been to maintain the reputation of the firm as an established architectural practice, yet Kyriacos wanted to update their profile as a progressive company with a diverse range of capabilities.

Brief:

To commemorate BAI's 50th year in the field of commercial architecture, Nicework was asked to produce a coffee table book that would celebrate the company's history and extensive portfolio. Coffee table book requirements included:

• Positioning BAI as a progressive architectural firm to attract potential clients and employees
• Showcasing a variety of BAI buildings to indicate the diverse range and skills that BAI offers
• Celebrating the history of the company and its significant players over the last 50 years
• Profiling important BAI clients
• A book design and layout that reflects the minimalist corporate identity of BAI
• An image-centric book design featuring large visual spreads accompanied by concise informative text

Challenges:

• To cover the extensive history and portfolio of the company while expressing a vibrant forward-looking company profile
• To relay a large amount of information with minimal text due to the image-centric focus of the book

Tackling the brief:

Before embarking on the copywriting or design Nicework conducted intensive research in order to outline a clear strategy. The research process included sifting through the BAI archives that included press material, photographs, slides and plans. All the current directors at BAI were interviewed as well as retired directors, important clients and relevant staff members. From the research material, a content structure was put into place.

The final content structure and design treatment:

1. Introduction:

   The introductory section includes: a letter from the longest standing director at BAI Alf Abrahamsohn, a contents page, acknowledgements and a preface. The look and feel of the book reflects the minimalist approach of BAI's corporate identity using predominantly monochromatic colours. It also looks pretty slick and sophisticated, which the client was very happy with. Ten points for us.

2. Timelines:

   The timelines section is a graphic rendering of the portfolio of BAI within a larger socio-political and economic framework. The section adds both visual and historical information and gives a broad overview of BAI's prestigious history.

3. Case Studies and Dividers

   The case studies are large visual spreads, with engaging photographs by Philip Mostert. Accompanying the eye-catching spreads is a brief write up of the buildings and a fact box, which provides a snapshot of the building.

   The visual and text dividers punctuate the case studies to maintain interest throughout the book. Dividers focus on topics relevant to commercial architecture.

Conclusion

Closing statement from the managing director Nick Kyriacos, a staff profile and future projects.

The book cover employs a striking monochrome graphic style replete with foil accents. The sophisticated aesthetic of the cover is continued in the clean layout inside the book and generates the momentum of navigating its contents.

Result:

• A well-researched and collated book that documents BAI as a business from its inception through to the present
• A polished coffee table book that encapsulates the history of BAI in a progressive and eye-catching package
• Improved business credentials
• A business profile in commercial architecture circles outside of the retail sector
• Exposure to potential clients and employees
• A really cool marketing piece