Simple, Beautiful, Ad Free – Ello takes on facebook leveraging Exclusivity and the Design Crowd

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Everybody loves to bitch & moan about facebook.
The role that facebook plays in the lives of its consumers has evolved from much loved with a high degree of loyalty to habitual with a degree of resentment. As the world’s first ubiquitous social network platform turns into a business, the combination of imposed advertising and restriction of message distribution (to promote its paid ‘Boost Post’ functionality) have changed the essential fabric of the brand. Whilst facebook is still very much rooted into the way much of the world communicates, the nature of it’s consumer relationships has shifted with loyalty being the loser. As yet there has been no major migration away from facebook. The sheer scale of facebook’s population means that hundreds of thousands if-not millions of users would need to jump ship before a trend could be called. But in many ways this is the perfect environment for a challenger brand to take a foothold in the category, and with no shortage of Silicon Valley dreamers, new platform Ello looks the most likely to make a play.

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Meet me at Starbucks – an interactive brand campaign

Screen Shot 2014-10-06 at 4.57.48 pm

What’s the first thing that comes to mind when you hear Starbucks?
Is it the coffee? A green mermaid? Or maybe the USA? With this campaign, the global coffee giant is attempting to reinforce its emotional brand connection going beyond the coffee to reinforce their brand mantra of being the third place.

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Our first International TVC for weight loss brand Jenny Craig

Jenny Craig The Numbers

Over the past few weeks we’ve been busy putting our creative and strategic heads together to produce our very first International TVC for weight loss brand Jenny Craig. It’s been an exciting time for the brand and for our team.  Our relationship with Jenny Craig started six months ago and since then we’ve been working with their team to overhaul and reinvigorate the brand. When we first met with them to discuss re-vamping the packaging we were instantly excited about the huge potential of the brand and we couldn’t wait to help them reformulate their consumer value proposition and freshen up their brand image. Read the rest of this entry »

Those forgotten in our rush to a digital age


When I chatted last week about why Guinness resonates with people around the world, as they have always been about ‘Beer and People’ and how they position themselves at the heart of relationships, I attempted to paint a picture of the magic of the rural pub in Ireland, the characters that sit around a bar, talking about nothing really, sharing moments together over a pint of the ‘Black Shtuff”. Because today, where people are so obsessed with staring at screens, instead of catching up with friends, Guinness has always endeavoured to get people back to a social place, to have a few pints and talk shite! Sure isn’t that what friendship is all about?
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Playing at being a brand designer

The Bezier Game

Have you got the skills?

So you think you’ve got what it takes to jump on the tools and bang out a brand identity? Well, here’s a couple of web games to test you production skills. Read the rest of this entry »

The 1970 NYC Transit Authority Graphics Standards Manual, by Unimark’s Massimo Vignelli and Bob Noorda, reissued as a full-size book.

Brand Guidelines

The Forefather of Brand Identity Guidelines
If you found yourself in the New York City subway in the 1960s, you were probably lost. Signs didn’t help you find your way, standards didn’t exist, even handmade lettering was common. Mass confusion was the status quo. In 1970, the Standards Manual changed everything.

In 2012 Hamish and his partner Jesse Reed found a rare original copy of the Standards Manual in the basement of the design firm Pentagram. They created a website ( and sent it to a few friends who they thought would enjoy it. Within 72 hours, the website was a viral hit with a quarter of a million unique views. But seeing the Standards Manual on screen didn’t do it justice. Reed and Smyth realized that the only way to truly experience the Standards Manual was full-size in print.

In August 2014, Reed and Smyth got exclusive permission from the MTA to reissue the Standards Manual as a hardcover book, but with one condition: the reissue will only be available during the length of a 30-day Kickstarter campaign, launching this Wednesday, September 10. The Standards Manual reissue will be printed using high quality scans from the original. Every page will be included, printed only on the right hand page of the book—consistent with the single-sided page ring-binder format of the original. In addition, this exclusive reissue will include an introduction from Vignelli’s protégé and now Pentagram partner Michael Bierut, and an essay from New York magazine’s Christopher Bonanos, author of Instant: The Story of Polaroid.

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The life of a Strategy Intern

TrulyDeeply copy

After learning and developing new skills in creative design during my four months as a creative intern for Brand Union Dubai, I was keen to come back to Melbourne and take my learning to another level, develop and further my knowledge in design. My performance at Brand Union Dubai got me a referral to Michael (Managing Partner – Strategy Director) at Truly Deeply.  Read the rest of this entry »

Iconic Australian confectionery brand Darrell Lea recovers under strong leadership

retail branding agency

A Brand Story with a Delicious Ending
Our friends at Grapevine have been working with local Confectionery maker Darrell Lea over the last two years as it’s new owners the Quinn family look to rebuild this once iconic Australian retail brand. The new brand strategy was based-around dramatically expanding the channels to market for this much loved brand by selling product through the major supermarket chains as well as their own stores.

Whilst the authentic Darrell Lea brand experience is still delivered through their own retail real estate, the tenfold increase in foot traffic past their product provided by being stocked on supermarket shelves has provided the real difference. This strategy has leveraged the high level of Darrell Lea brand recognition and loyalty whilst reducing the cost of doing business, with the result being a sustainable, profitable business.

The brand has broadened its product range with the introduction of Choc Stix, which is liquorice with chocolate in the centre. The new product is successfully attracting a new generation of younger brand fans, with a plan to explore new product beyond confectionery such as ice cream. Requests are coming thick and fast by the brand’s new retail partners – the supermarkets – to develop a broader product range including everything from baked goods to chocolate milk.

Few things warm our hearts more at Truly Deeply than when a fading iconic brand is rescued through strong business and brand leadership. Kudos to the Quinn family for their passion, foresight and acumen in saving this much loved Aussie brand.

Dave Ansett
Chief Creator of Brands
For monthly updates of our thinking, click here to receive our free Brand Newsletter

Photo: Wayne Taylor

The future of Futwora – Typography design at it’s best


Finding the right typeface for a brand can sometimes be a challenge – so why not design a new typeface suitable for your own project?

TWO – Think Work Observes, traditionally a design studio based in Udine, Italy have a strong focus on modern, clean and simple design that is mainly within the publication field. The studio has started to branch out and build a reputation for their beautiful typography design that all started as a personal studio project for a friend. They are now getting recognition around the world for developing identities for clients which use custom typefaces that push the boundaries of traditional branding design as we know it.

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Platform helps big brands de-risk launching into new, emerging markets.

branding agency global network

Prototyping New Markets for Brands
Jana Marketplace lets people in emerging markets test-drive big brands’ new services for free.

Boston-based mobile rewards company Jana has developed a platform that connects consumers in emerging markets with brands using the currency of mobile airtime. The platform is based-on the insight that the vast majority of these emerging consumers own cheap smartphones but can’t afford to watch videos or download apps because of expensive data charges.

Brands like CNN, the UN, Coca-Cola, Microsoft and Unilever are working with Jana to push surveys and video promotions to people that they otherwise would not be able to reach. The recently launched Jana Marketplace lets Jana users interact with these big brands by watching videos and trying out their new services or apps for free. Brands work with Jana to engage with people in countries like Pakistan Bangladesh and Nigeria to watch their promotional videos or try their apps and services at no cost to the users. This type of subsidization allows global brands like Johnson & Johnson to gather feedback and information about these markets and their commercial potential.

Dave Ansett
Chief Creator of Brands
For monthly updates of our thinking, click here to receive our free Brand Newsletter

Source: VentureBeat