Basevan is a leading supplier of vehicles for bespoke van conversions (aka ‘base vans’). We were tasked with rebranding the company as it transitioned to a more digital-focused business model. The process began with a brand audit, where we identified inconsistencies in how the Basevan name was being applied. We established clear guidelines for the brand name's presentation, settling on 'Basevan' with '.com' reserved for logo use only. We also recognised that their distinctive teal blue carried significant brand equity and should remain central to their identity. Our main challenge was creating an identity that would strike a balance between the personable, human, and quirky traits they were known for and the more digital, professional, and scalable image they wished to achieve. To achieve the former, we chose a typeface with several human, quirky features, including organic, rounded letterforms and over-pronounced ink traps. To achieve the latter, we stripped away the decorative elements of the previous logo and pushed the ‘.com’ into a far more prominent position. The brand palette evolved to pair a deeper shade of their signature teal with a more earthy beige, reflecting the natural landscapes enjoyed by customers. Various brand assets were subsequently designed using the new visual framework.