Brand, identity

CREATE A NEW IDENTITY AND BRAND – READY FOR DEPLOYMENT IN 21 DAYS

The brief was straightforward. Revive a long-dormant name, create a ‘traditional’ (but not old-fashioned) positioning suited to the conservative wholesale food market – and have a comprehensive design and brand application presentation ready for board approval – in 21 days.

A suggestion to the company of taking a fresh, simplified ‘heraldic’ approach was given the immediate go-ahead.

It was done. It was approved. A plan for national deployment of the brand in communications, product range and infrastructure was developed.

Ongoing implementation included the design and production management of over 400 varieties of product packs.

IN-HOUSE

  • Identity/brand development
  • Product nomenclature development
  • Art direction, graphic design
  • Copywriting, typography
  • Packaging design and development
  • Brand Application Guide
  • Comprehensive deployment program.

OUTSOURCE

  • Print, packaging production
  • Signage manufacture and installation.

INDUSTRIAL PRODUCT BRAND DEVELOPMENT AND LAUNCH

The Dust Sentinel eco-friendly, biopolymer particulate control system evolved from the discovery that a particularly effective biodegradable fertiliser product had significant side benefits as a soil capping and stabilising agent.

The product is economical to use as a long lasting replacement for standard watering methods to control fugitive dust emissions in mining and heavy construction activities.

  • The creative included a corporate identity makeover for the manufacturer Nanoquantics, as well as the development of the Dust Sentinel product brand with a suite of marketing collateral.

IN-HOUSE

  • Identity/brand development
  • Art direction, graphic design
  • Copywriting, typography
  • Product nomenclature
  • Packaging design
  • Development of brand application guide.

OUTSOURCE

  • Digital, lithographic, screenprint and flexographic print application.

COLLATERAL THAT MEANS BUSINESS – A NEW PLAYER IN THE AUSTRALIAN MARKET

An Australian joint venture with a Malaysian company included the setting up of operations under a dedicated new identity and brand to service the Australian and Mongolian mining sectors.

The business includes the supply of components as well as complete custom-built conveyor systems. There was no existing photography or marketing collateral of any kind.

However, manufacturing technical drawings and specifications enabled CAD rendering of exploded perspective illustrations including a complete installation and a selection of conveyor roller components.

The CAD renderings were the key resource for the subsequent production of a GCS parts catalogue.

IN-HOUSE

  • Identity/brand design and launch
  • Ongoing marketing services
  • Copy editing, rewrites
  • Art direction, graphic design
  • Print and delivery management.

OUTSOURCE

  • Solidworks renderings
  • Translations for Mongolian edition
  • Lithographic print production.

ID MAKEOVER, NEW PRODUCT RANGE, BRANDS AND PACKAGING

Previous work for a US defence industry offshoot in Australia resulted in an extensive brand development opportunity.

The company was progressively incorporating new manufacturing technology replacing brass cartridge cases with a new, two-piece nickel alloy and aluminium brass product.

As a new entrant in retail with a competitively priced consumer range of high technology product, this previously military-only bulk manufacturer required website, comms and media developments reflective of the uppermost echelon of some long established, well known and globally
high profile competitors.

The new product’s features are reflected in the product brand ‘NiPac’ and the subtext, ‘Stronger, Lighter, Faster’.

Preparing for the launch of an extensive new range of retail consumer products an extensive program commenced including:

  • corporate identity makeover,
  • development of a range of product names and individual design themes linked to Chesapeake Bay,

  • design, development, production and roll-out management of an extensive range of product packs.

Control over the design and development of the product range and its packaging enabled a seamless flow through to an appropriate structure and the visual and navigational development of the website.

An extensive inventory of digital and traditional print corporate, marketing and advertising materials was also designed and produced for the company.

IN-HOUSE

  • Brand development
  • Product styles and nomenclature
  • All copywriting
  • Art direction, graphic design
  • Product art themes applied to page designs in the site
  • E-commerce website and blog design, development and launch
  • Brand application guide.

OUTSOURCE

  • Custom coding of WordPress/Woocommerce templates.

  • Lithographic offset print production of packs and delivery management.

NEW PRODUCT DEVELOPMENT SUPPORT AND MARKETING

Optimisation of space in ISO containers together with increased cargo security are two key benefits from the development of the ZiP Cargo System.

The company had done the engineering and prototypes but required support in the articulation of product benefits, and in the development of a library of visual presentations to raise capital for a manufacturing facility in SE Asia.

CAD rendering from engineering drawings provided the basis of a visual demonstration of the versatility of the ZiP Cargo System in support of a feasibility study, an analysis of commercial benefits and a business plan.

IN-HOUSE

  • Copywriting/analysis of economic, functional and environmental benefits
  • Product nomenclature development
  • Art direction, graphic design
  • Press releases, media liaison
  • Design and production of website and an extensive suite of marketing collateral
  • Companion Powerpoint presentation.

OUTSOURCE

  • Solidworks perspective renderings.