Basamh Group
Basamh Group: Growing People and Companies
Established over five years ago to manage and support its leading brands Goody, BTC, and SFS, Basamh Group provides governance, shared services, and strategic growth support. As the organisation matured, it recognised the need to refine its purpose, unify its internal culture, and enhance its external image: creating a powerhouse brand to attract top local talent, regional players, and international partners.
The Shift
Basamh Group needed to evolve from a behind-the-scenes structure into a visible, unified force. Fostering pride and belonging internally, while building an external reputation as a trusted, future-focused growth partner. The ambition: to create a brand that serves as both an enabler of home-grown successes and an experienced mentor for generations to come.
The Breakthrough
Skyne partnered with Basamh Group to redefine its purpose and refine its brand. Through management team insight workshops, in-depth brand and market research, a new brand strategy, story, manifesto, and identity were developed, rallying employees around a shared vision and positioning the group as a growth catalyst for people, brands, and companies. The result: a reinvigorated internal culture and an external image that inspires pride, trust, and new opportunities.
Crafting a Brand Strategy to Drive Unity and Growth
Through a series of in-depth management workshops and brand research, Skyne refined Basamh Group’s purpose and direction. The new brand story and tagline - Growing People and Companies - captured the organisation’s commitment to nurturing talent and enabling long-term business success, aligning all stakeholders behind a common purpose.
To win the marketplace, you must first win the workplace.
Designing a Visual Brand Identity That Reflects Heritage and Ambition
The brand identity was carefully refined to remain true to Basamh’s heritage while signalling progress and innovation. A full suite of brand guidelines, a company profile, and a refreshed visual language were developed, ensuring a consistent and modern image across all touchpoints.
The brand identity was carefully refined to remain true to Basamh’s heritage while signalling progress and innovation. A full suite of brand guidelines, a company profile, and a refreshed visual language were developed, ensuring a consistent and modern image across all touchpoints.
Koen van Riel
Strategy & Marketing Director
When challenging each other to bring out the sharpest thinking becomes exciting, true synergies are created, and that’s exactly what happened with the Basamh Group. Together, we pushed for clarity, meaning, and impact to deliver a brand strategy that truly reflects their purpose. Seeing the passion and emotion as their new brand, story, and manifesto came to life was incredibly inspiring. For the people at Basamh, this isn’t just a job, it’s a life’s mission to contribute to the success of their country through the growth of the Group