brand and digital case study

A brand to stand the test of time


The Britax brand was owned by BSG International plc, and used across a wide range of manufactured products, ranging from car seatbelts, automotive components, aircraft equipment, to childcare and safety products. It became clear that the brand look and feel – originally designed for an automotive business – was becoming inappropriate for the fast-growing, consumer-focused, childcare sector.

In 1986, BSG commissioned Nucleus to review the brand, and recommend a new brand strategy.


Nucleus created a new brand identity and accompanying brand system that worked effectively across both childcare (consumer products) and automotive components (manufacturing) sectors. We then agreed the brand strategy with senior management and implemented the brand across the whole business, globally, via a set of comprehensive brand guidelines.

At various points between the original work and today, we have been involved in minor brand refreshes and strategic initiatives, including launching the ‘First class travel for children’ concept in 2002.


In 1998, when BSG sold its ‘Bristol Street Motors’ car dealerships and repositioned itself as a manufacturing and marketing group, we were asked to refresh the identity system and apply the Britax brand to the Group – which became Britax International plc.

We maintained a successful working relationship with Britax for over 20 years and our brand mark remains largely unchanged even today.