The Cradle is a best of breed, 5 star luxury hospital dedicated to mothers giving birth. As a specialist maternity hospital The Cradle automatically carries strong clinical associations, there-for the role of the visual identity as to clearly differentiate The Cradle as the premium, 5 star hospitality brand within its marketplace. The visual language from brandmark to photographic style, from design layout and grids to production techniques is informed by the brand identity visual cues of premium hotels and health spas. These rich visual cues are aimed at connecting with the premium ‘parents-to-be’ market who wish to have access to the highest possible standard of clinical care, be pampered in luxury during birth recovery, and are happy and willing to pay a price premium for that.
Archive for June, 2011
Spudbar was founded in Melbourne in 2000, born out of a frustration at the lack of a healthy, great tasting, healthy feed that was quick, convenient and value for money. It has been on a mission from day one, to create a new category of food offer that fuses natural goodness and big flavours into the nutrient rich gem that is the steaming baked spud. The potential of the brand was clear, the question was how to realise that great potential by taking the Spudbar brand to the next level.
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Branding a place or a region is no different to product or service branding – you have to own something that is distinctive and compelling to your target market. However, when it comes to regional branding there is an added complication. You have to balance the competing needs of a diverse set of stakeholders because the people and businesses that make up the region simply do not always see the world through the same lens. Different mental models, different types and sizes of businesses, different levels of self interest and all that before one even layers in the different egos at play. A lot of stakeholders and lot of emotion makes for interesting branding.
We’ve recently been working with Australia’s leading specialist Gen Y recruitment brand. We provided GXY Search absolute clarity around their market proposition and layers of brand definition to allow them to align and focus their brand and business activities. As it often does, this new-found clarity of the brand led to a brief to update the GXY brand identity.
From sport to fashion, lifestyle to advertising GXY’s clients all boast ‘excitement jobs’ – the type of jobs many Gen Yers dream about. One of the defining attributes of Gen Y is they see themselves as distinct individuals who belong to a range of overlapping tribes. GXY genuinely has a right to lead those tribes as it is authentically Gen Y itself, from the way it thinks to how it behaves and where it parties, GXY is Gen Y through and through. The brand identity we designed for GXY was a reflection of their own status within the Gen Y tribes they belong to. The brand identity concept was developed through our creative brand design process. The brand identity developed was applied to business stationery, interior design and website.
Febfast asks Australians to take a month off alcohol and fund raise to help reduce the impacts of alcohol and other drugs on young people. We worked with the Febfast board to define their go-to market proposition and how they could attract more supporters to raise more money for their beneficiary organisations.
When we began working with Febfast they had aspirations for continued market growth but had a brand image that was in much need of a refresh. One of our main objectives was to take the Febfast brand from being a well-meaning, grass roots organisation and transform it into a serious, noteworthy organisation that successfully promotes well-being and personal growth while making a real difference in the lives of those effected by alcohol.