Branding by design makes good business sense.
It acknowledges the current need for companies to shift the emphasis from the functional attributes of their goods and services to focus on relationship and process benefits or be left behind. Creating and managing the many and varied brand expressions that will work towards this new focus is where branding by design comes into the picture.
Optimum brand resonance in the marketplace demands an alignment of management understanding and operating practice.
Brand building starts with Hello.
IPOs and IMs
Marketing / Sales communications
Web / multimedia
Both past and present clients
"But have you ever done anything for culturally sensitive ethnic minorities with multi national affiliations?", you might ask.
The development of a brandmark and brand management guidelines for a natural health company together with application to the company's first weight loss preparation with packaging, point of sale and collateral for a soft launch. Strategic analysis and graphic stylisation of the product's key attributes was a significant element in the development of the product's market positioning prior to launch.
YLAD Living Soils
Like many companies, YLAD's brand communications had fragmented over time with a proliferation of styles being employed. Stage one implemented a brand strategy that refined and simplified all brand elements. Clearly articulated brand guidelines across all touchpoints then allowed the development of a strong brand appearance which was reflected in press advertising and event collateral.
Advanced technology watercraft combining manoeuvrable winged sails with solar panels. The development of a brandmark and its application to stationery and a capability profile may well have been an essential part of Solar Sailor's fundraising efforts but at the end of the day it was just a great idea.
Luginbuhls in Australia
A few years back now but to our mind a strong design and comprehensive application for Switzerland's contribution to the Sydney 2000 Olympic and Paralympic events. The Luginbuhl family of Swiss sculptors were brought to Australia with a collection of their works for general exhibition.
The project included sponsor and media packages, event literature, catalogue, poster, environmental graphics, advertising and a web site.
How many Thai restaurants in the Shire?
Thai Tiger chose to differentiate itself through the use of a strong colour palette and a simple but elegant typographic style. Co-ordinated signage, a minimalist restaurant fit-out, functional web site and clean operational collateral positions this suburban restaurant as a cut above the competition.
Positioning, identity development and support collateral for a change notification service. A free online contact management system storing in one secure central location, all business and personal address and communication details.
Creating a new product identity required a brand mark and image together with point of sale, trade show display and marketing collateral to launch a new international product with a packaging system across 6 multi-lingual line extensions in 18 countries.
You might be using state of the art techniques and equipment but it's pretty black and white when you're under the ground mining coal.
The development of a logotype and brand language applied across vehicles, clothing and corporate communications material followed from a brand audit which identified critical brand attributes and key decision makers.
Development of a brand concept for Sydney New Years Eve. Identification of a commercial opportunity delivering a new brand to international consumer markets through Sydney's claim of global ownership of New Years Eve. It's an open ended concept which is capable of unlimited variations to accommodate particular themes without loss of integrity.
A perfect concept to address some of the difficulties the Sydney brand has been experiencing.
OTC pharmaceutical packaging
What do you do with bacterial vaginitis? Clean, fresh, clinical typography with packaging that is professional but friendly. Appropriately positioned OTC pharmaceutical packaging plays a major part in that critical first impression.
Whilst a relationship might start with a brand mark applied to a web site and a range of business collateral, like many B2B services Peleton came to Hello recognising the need for something distinctive and memorable to leave behind after a presentation as a reminder of the group's 'interiors' credentials.
A wide range of visually appealing well documented projects allowed for a strong image based solution with maximum visual impact.
Driving Cultural Change
The broadest possible marketplace demographics distinguish UnitingCare our favourite not-for-profit. The development of internal and external communications across a wide range of media requires an understanding of both the unique culture from which the organisation has grown as well as the demanding features of the specific markets they serve.
Victoire is one of Sydney's best bakeries. Neil Perry and QANTAS chose Victoire to supply both Rockpool Bar & Grill and QANTAS First Class with specially made sourdough breads.
After 25 years the brand needed a facelift. A simplified brand strategy was developed that retained the essential classic elements with a pared down approach to its application. New shops received the new ID rollout with location identification, vehicle livery, clothing and product packaging. Hello continue to be engaged with Victoire's expansion and ongoing brand management.
As urban spaces have become more complex and demanding of a wide variety of skills the development of accredited Facility Management courses has become a necessity.
A professional brand identity and a functional website design are the bare minimum in a competitive market.
Andrew Denton Breakfast Show
It may well have been done back in Andrew's radio days, but we still like it. A distinctive branding project with an identity "big on attitude" was developed for billboards, advertising and associated collateral to launch the Andrew Denton Breakfast Show on Triple M.
Aimed at schoolchildren, this project promoted the environmental benefits of LPG as an alternative domestic and automotive fuel. It had to be entertaining, simple and involving.
Two friendly, energetic brand mascots were created to get the message across. C3 and H8 became engaging storytellers and were produced as sets of stickers for the children to enjoy, share and swap.
Be proud of your footprint' was the direction taken when rejuvenating the brand identity for Nui. A business based on simple honest principles; ethical, sustainable and fair. Passionate about effecting positive change through purchasing choices. Endorsed by their charter, 'Fair trade for a fair go' Nui assisted less fortunate South Pacific communities to maintain long term economic sustainability by sourcing fruits, cocoa, 100% virgin coconut and olive oils from the islands.
A range of marketing collateral and packaging design for body care, health care and food products were created for global export.
The Grace Hotel
Brand rejuvenation for a heritage listed hotel in the heart of Sydney's CBD. Following a comprehensive audit critical brand elements were modified and new elements were created as part of the brand repositioning for a unique piece of architecture. An integrated palette of typography, pattern, image and colour gave rise to an elegant identity that formed the basis of a distinctive brand strategy.
Information design and brand strategy work hand in hand when developing the appropriate marketing tools for a specialist medical gas supplier.
Educating hospital staff, branding the next generation of gas delivery devices, multi-media safety training tools and trade advertising are just some of the tasks that have been undertaken for BOC Medical.
Desiring a brandmark that better reflected a technology and alternative energy market niche (but keep the symbol and the name), Starfish requested an identity upgrade, a 'whitepaper' format and style for financial communications together with a website design that allowed for easy updating by staff and secure financial reports for clients.
Product and corporate identity
An ability to 'map the space between the people' was how the client described it; a radically new organisational development software system.
We presented a case for brand management from the top down. The result was 'Performance through people', a new corporate and brand identity and a new product name, Mentor.
Royal Life Saving Society of Australia
Constrained by an historic mark that failed to work in the diminutive, or to express necessary contemporary values, the RLSSA needed resuscitation.
The separation of logotype and stylisation of the symbol became the cornerstone of a brand and identity design makeover which extended through a range of educational material.
A request for a poster by the client (Bonjour Baby) on closer examination turned out to be the need for a brand and event identity that brought together under the one roof a carefully selected range of organic and natural products.
A compelling proposition ("They deserve the best"), a singular image (photolibrary due to a limited budget) and an organic brandmark became the basis of posters, postcards and magazine advertising.
Recognition of fragmentation and lack of focus generated a brief for Hello to revisit the Travelforce brand some 10 years after its initial creation. Research revealed that the brand identity required repositioning to better reflect expanded operations, unique services and entrepreneurial technology.
The project required a review of the company's communications, systems, delivery applications and website. Hello worked closely with the Travelforce IT department producing a seamless site hand-over for ongoing management.