Bayroo focuses on medium-scale businesses

Bayroo, a recently set up design agency, focuses on making world-class marketing communications accessible to medium-scale businesses in Sri Lanka.

The agency is built on the nexus of professional background and skills of its founders, Marketing communications professionals Dinesh Rajanayagam, Nisayuru Basanayake and Shanjei Malraj Perumal head the agency's Brand Management, Creative and Strategy arms.

Director, Social Media and Business Development, Dinesh Rajanayagam said, "From the outset we realised that there was a quality gap in the thinking and execution of marketing communications practised between Sri Lanka's large enterprises and its medium scale counterparts. Bayroo's rigorous focus from our inception is addressing this gap."

"Today's marketplace is congested with many brands attempting to engage with all stakeholders at every touch point. Large enterprises have the means to do this, but medium-scale businesses need a consistent, visually and emotionally engaging approach. Unfortunately this is mostly absent. It is imperative, then, that they (medium-scale businesses) work smarter within their constraints," he said.

To achieve this, the agency identified aspects of its clients' marketing messaging that needed urgent rethinking: packaging design and brand-relevant marketing literature.

Creative Director Nisayru Basanayake said, "Our approach to design is to start at the brand's core personality. We study the brand's beginnings, trace its evolution to the present state and identify its strengths and weaknesses. This allows us to interpret the brand's personality in creative ways that surprise the client. It helps clients to stand out from the crowd - whether on the shelves of modern trade outlets, on traditional and social media, and in the minds of customers."

"At Bayroo we view our work as partnerships with each participant moving towards a singular goal, and the final product bears evidence of this. We are a full service agency and offer many general and customised solutions to clients," he said.