BEAKN

Business Ethics And Knowledge Network

Navigate The Next

BEAKN, The Business Ethics and Knowledge Network, is a global community of visionary business executives who lead with integrity, make wise and ethical decisions, and create sustainable wealth that benefits society and future generations.

 

  • Corporate ethics has long been associated with fraud, bribery, corruption, insider trading. The rules of the road? Just don’t break the law. 

    Then came the Crash of ’08, Covid, the Gig Economy & Remote Work, Layoffs, DEI, Racism, Me-too, LGBTQ rights, Ukraine, AI, questions about free speech, sustainability, misinformation – it’s a tricky, constantly changing world.

    No serious company can rely on an old-fashioned reputation management playbook.

    Today, corporate values are more controversial and contested than ever before. Business leaders face unprecedented challenges and opportunities. They are not just dealing with shareholders. But with multiple stakeholders. Employees. Customers. Partners. Each with distinct and complex interests. And louder voices.

    “Which cause do I align with?” When do I respond?” “How do I manage these issues with integrity, empathy and commitment and do what’s right.

    Organizations now - as never before - need the guidance to navigate these tricky times so they are ever-ready to make principled decisions that look out for society, stakeholders, the marketplace and themselves. And look ahead to the future. 

    That’s where BEAKN comes in.

  • We positioned BEAKN as a resource for enlightened business leaders to navigate through an uncertain, tumultuous environment.

    Rather than focusing on traditional corporate ethics and compliance, we highlighted the far-reaching impact ethical behavior has on economies, communities and the environment.

    We stressed the strategic value of wise, Informed leadership not just for immediate financial gains, but for creating long-term stability and prosperity for future generations.

  • Brand Refresh

    Brand Strategy

    Brand Name

    Brand Visual Identity

    Brand Logo

    Web Design

    Asset Creation

Like many Descriptive Names, the name B.E.E.C. (Business Ethics & Education Commission) - was less ownable, emotional and memorable. And was virtually impossible to say without getting tongue tied.

We renamed and repositioned it as BEAKN (Business Ethics And Knowledge Network) creating a metaphor for the brand. Beacons are directional. They guide navigators to their destination, often through the darkness. Beacons also act as symbol of possibility.

We replaced with word Education with Knowledge to reflect personal experience over structured learning.

And rather than being a Commission, we chose a Network to reflect mutually beneficial relationships.

We redesigned Tree of Life Logo to be more dynamic and contemporary.

And we introduced new fonts and a bold color palette to serve as statement of optimism, creativity, curiosity and a profound sense of purpose.

Navigate The Next

Our tagline: Navigate The Next speaks to the guidance BEAKN offers modern leaders, so they can to navigate uncertainty with confidence - ever-ready to make principled decisions that look out for society, stakeholders, the marketplace and themselves. And look ahead to the future.

Billboard at City Hall Station with a black and white image of a man in a suit floating above protest signs about climate action and digital culture.

Elevate Imagery

We transformed the brand’s voice and expression to signal BEAKN’s higher-order, more aspirational value system. Our custom black and white imagery and headline alliteration were created to affirm the ability of enlightened leaders to rise above the myriad ethical and business challenges of the day without hesitation, vacillation or intimidation.

A businessman in a suit appears to be floating or descending in the sky above a crowd of protestors holding signs that say "Climate Action Now," "No Planet B," and "Protect Our Clean Energy Future"; the image includes the text "Reputation without Int
A person in a business suit appears to float above a garden with sculpted bushes and trees, with papers flying around under a partly cloudy sky. Text on the image reads 'Simplification without Stagnation.' and additional information about business ch
A black and white landscape with a woman in business attire walking on water in a marshland, with flying geese and a partly cloudy sky with the sun shining. Text on the image reads 'Exploration without Trepidation' and a message about economic challe
A man flying or levitating above a conference table with six seated professionals in a modern office skyscraper with a city view of buildings and mountains in the background.

To invite membership and participation, we designed an engaging website that presents the strategic benefits of embracing corporate ethics and the value of BEAKN network.

Website homepage with black and white cityscape background. Two businesspeople floating in mid-air shaking hands, with green icons on bridge structures. Text overlay: 'Participation without complication.' and a call to action to become a member of BE

We designed a multiplatform storytelling strategy that uses diverse channels (Social Media, Podcasts and Video) to inspire curiosity about membership and create consistent narratives across platforms.

A newspaper page with a black-and-white photo of a man jumping, and a statue in the background. The page features a colorful section with green and blue elements and the titles 'BEAKN' and 'Reputation, Lighthouses, & Navigation.' There are also a pai
Three smartphones displaying social media feed with black and white photo of a man floating above a park and cityscape, with green graphic elements and overlay text about exploration and simplification.

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Frédéric Fekkai
Origins
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