Etto, creating a new brand and category for Italian street food

With quick service traditionally limited to burgers, chicken and pizza, Etto is not only another offer, it is reshaping the category and introducing Italian street food to Australians.

Truly Deeply partnered with Etto’s founder to help realise a vision, shape the business and create a thriving brand-led offer.

Background
Pasta is a much loved food, but has previously not been offered in Australia outside of restaurants serving Italian food or sandwich bars serving a D-grade product to lunch-time office workers. There was a gap in the market for a new approach to enjoying fresh pasta.

The Etto founders had a vision for a seriously good eating experience combined with a quick service time to provide a fresh, delicious and quick option for casual diners.

The concept encourages customers to be immersed in the whole food experience, by selecting their favourite fresh pasta, choosing from big flavour sauces and then watching it being cooked to order in minutes with love and passion. The menu includes the classics like a slow cooked Bolognese, and Wagu meatballs, along with authentic Italian tastes like black truffle and salami. Most of Etto’s pasta is made fresh in-store each day with a focus on fresh and premium ingredients.

One thing that has always defined us as a branding agency is the manner in which we seek to truly partner with our clients. Etto is the perfect example of our approach, as Truly Deeply founders David Ansett and Peter Singline walked in the clients shoes and became both owners of the business as well as leaders of the agency team.

Challenge
With no existing formula for quick service fresh pasta in Australia, we needed to create the category as well as the brand to educate the market about this new eating proposition.

Pasta is inherently Italian, and the spirit and passion of Italy is closely associated with great pasta, yet none of the founders are Italian. We had to tap into the Italian spirit in a way that was fresh but also authentic and honest.

The brand also needed to appeal to the multiple and diverse audiences from inner city urban dudes to local families out for an affordable evening eat.

There is also an ambition to make this a multi-store brand, without looking like a typical franchise. It was a delicate balance between creating a unique and easily recognisable brand visual language without looking like a ‘cookie-cutter’ franchise.

Insight
Pasta is the Hero. The common theme throughout all of our research and strategy development was ‘pasta’.

Pasta is at the core of the offer and we believe that the brand can own pasta in the quick service food market. This insight led us to take our fresh pasta making into store as a key proof point for the brand.

The spirit of pasta also provided missing Italian authenticity. Whilst they’re not Italian, the founder’s passion for pasta allowed us to capture the spirit of Italy – what’s not to love about riding a Vespa, drinking chianti on a warm evening and talking with your hands?

The opportunity was to position fast, fresh pasta as something that did not require compromise; it could be cooked to order, with a waiting time acceptable to the busiest of people.

Strategy
The name ‘Etto’ is inspired from an Italian cooking measure of 100 grams, which is infused into the brand experience with every serve of pasta being a generous interpretation of an ‘Etto’. Every key decision was brand led. The brand strategy captures and defines the spirit of the brand with the right layers to drive the brand design, store design and staff recruitment and training programmes.

Ever since the ancient Roman days, Italians have demonstrated a love of being out on the streets. Strolling with friends and families, creating and sharing in a natural energy that reflects their love of life. As a consequence, the streets have always been the perfect place to partake in the favourite of Italian pastimes – eating.

It is this idea of great food on the go that has inspired the Etto essence of ‘delectable Italian street food’.

Through the brand’s mind-set, we identified and implemented the philosophy of ‘Pasta Respect’. This has provided the opportunity to build a culture around being the experts in this category. From understanding the product like no one else, to importing the best quality Italian pasta making and cooking equipment, Etto rates respect for pasta above all else.

Etto staff are trained in the craft of making pasta from scratch, cooking to al dente and matching the perfect harmony of pasta and sauce. Once qualified, Etto employees earn the title of ‘Maccaronari’ – masters of their craft and the pasta equivalent of the barista.

Design Solution
The Etto brand identity needed to capture the spirit of Italy without being cheesy, or claiming false authenticity. There was also the added complexity of maintaining an edge to the design when repeated through multiple store locations. At the heart of the brand identity is the Etto word mark. The mark is based on the three-dimensional typographic signage common to restaurants and bars throughout Italy. The black and yellow colours featured in the mark reflect an urban brand with vibrancy and energy, a brand that is connected to tradition whilst current and contemporary.

The secondary visual language has a number of elements that provide the flexibility to be shuffled through varying applications of the brand, whilst remaining unique and highly recognisable in the market. This includes a palette of fresh, vibrant and slightly quirky colours, a graphic pasta pattern, harlequin check pattern used predominantly in the store environment, a range of reconstituted Italian visual icons, and a highly identifiable, typographic messaging style.

This design strategy provides the edge and freshness for a large-scale retail brand rollout, while avoiding the ‘cookie cutter style franchise’ image.

Deliverables
Truly Deeply developed the Etto brand from the ground-up and from the inside out. Being involved with the business from its inception meant the brand was present at the table through every discussion and facilitated the best possible environment to build the business. Truly Deeply led the strategic positioning of the brand, brand definition, naming, product development, brand identity, store design, packaging, signage, stationery, menus, environmental graphics, uniform design, marketing strategy, local area marketing, promotional campaign development and execution, website design, social media strategy and activation, brand voice development and messaging, employee brand engagement and training.

Results
Etto launched in January 2013. From the day it opened its doors, the brand and store design have drawn customers from the street in their droves. The Etto business is running at 200% ahead of projections for the first months of operation.

Stephane Meyers, Founder and Managing Director of Etto, describes the business as a small start-up with big dreams and a brand to match its aspirations. “Partnering with the Truly Deeply team has been an amazing process of realising my vision and seeing it take shape and come to life. We have had to build the business and the brand from the ground up, and developing the two parts in synergy has been a highly valuable and rewarding process,” says Meyers.

“Whilst we’ve had to be creative in our use of budget to launch Etto to market, Truly Deeply have been able to deliver an uncompromised brand experience. I truly believe we have the best brand in the market and that is a critical component of our growth strategy. I often describe the pasta as delectable, and the brand simply as sexy. But I’m a little biased,” added Meyers.

For more infor­ma­tion on ETTO visit etto.com.au

Truly Deeply worked with Delatite Winery to refresh their brand positioning, identity and packaging and bring to life the true spirit of the brand.

The new identity system now provides a clear market segmentation but is also aligned into a strong branded family.

Delatite is a small family run winery that was established in 1982 by Robert and Vivienne Ritchie and now run by their son David. Specialising in cool climate wines, especially white aromatics, Delatite Wines is sited on a picturesque rise overlooking vineyards and rolling hills, with Mt Buller framing the background.

With a family tradition of farming in Australia since the early nineteenth century, David and his wife Catherine are committed to sustainable agricultural practices and winemaking with integrity. Since 2002, they’ve followed biodynamic practices across all areas of vineyard operations and also believe in minimalist winemaking.

Challenge

With a new equity partner involved, Delatite had a unique opportunity to further develop its branded offering and create a stronger market presence. Over the years, the brand has developed a superb reputation for quality, with strong wine critic endorsement and a small but loyal consumer base. There was an opportunity to leverage this reputation with a more potent marketing push.

Delatite required a brand refresh that reflected not only its past family values but also its future biodynamic brand focus. From a brand that had various logo interpretations and label designs, Delatite also required consistency across all touch points to reinforce the new positioning and brand messages.

Insight

Our research and market decode revealed opportunities for Delatite to keep traditional winemaker visual cues while adding a unique ‘traditional twist’ which reflected the art of Delatite’s winemaking.

Clarifying the visual landscape of Delatite’s competitive market, we identified true honesty in the way Delatite does business and a defining devotion to holistic vineyard practices. Delatite’s approach to winemaking honours both the land it works with and future generations and we needed to bring this to life in the brand.

Strategy

“Delatite’s wine making philosophy is dedicated to unleashing the distinctive terroir characteristics of the region and it was imperative that their unique hand crafted process and passion was reflected in the brand strategy
and design output”, says Peter Singline, Brand Scientist, Truly Deeply.

Designed to reconnect with loyal customers and food industry leaders, Delatite’s new brand positioning celebrates ‘wines with a self-expressive purity’.

“The new positioning deeply resonated with David and Catherine. It clarified something they have lived day in, day out for a long time. What we were able to do was encapsulate the spirit of what they do into a succinct brand positioning statement that provides clarity for the brand moving forward,” added Singline.

Design Solution

Truly Deeply created a new identity system as well as a clear family theme that enables clear differentiation but also a sense of brand unity.

A master typemark has been crafted that builds on the brands heritage balanced with modern honesty and premium wine cues of a centre-aligned typemark.

The Mt Buller hand drawn icon is placed above the Delatite typemark to represent the true position of the mountain in relation to the winery.

The visual language is enriched with a handcrafted grapevine with the letter ‘D’ that sits at the heart of the vine and changes to suit the product. This symbolises Delatite’s rich family heritage of farming in the region, their great love and respect for the land and their biodynamic viticulture practices that allows nature to thrive.

“The Delatite brand identity has been consolidated into an obvious family of brand communications that are sympathetic to the brand proposition. Delatite’s new brand look and feel has the right balance of honest hand crafted illustration and premium wine brand visual cues”, says Derek Carroll, Director of Design, Truly Deeply.

Deliverables

Truly Deeply provided strategic brand and design solutions for Delatite including; competitor and market decode, brand strategy and positioning, identity design, visual identity development, wine label hierarchy development, wine label design, website design and brand communications such as stationery and business cards.

Results

“The development of a single theme across all our labels has been missing since 1986. It has been a long and involved process and Truly Deeply made it an easy one from the outset,” says David Ritchie, Delatite Winery.

“I’m absolutely delighted and proud of our new labels that reflect our values and the importance of our soils, the environment and sustainability to our company and the way we grow grapes and make wine”, added Ritchie.

For more information on Delatite Wines visit delatitewinery.com.au

Truly Deeply helps GMHBA to educate and rally support from members and the community to oppose the federal government’s cuts to the private health insurance rebate.

My Cover Matters is a branded campaign to educate, engage and motivate members as well as the broader community to take action to stop the changes.

The Federal Labor Government has been progressively trying to reduce the private health insurance rebate as part of their austerity cost savings initiatives.

Last year, the Government introduced means testing to the rebate, which has made health insurance more expensive for many Australians. They are now proposing further changes that will negatively impact low-income earners, making private health insurance less affordable and adding more pressure to the public health system.

Like many health insurers, GMHBA is concerned that the government is not explaining these changes to the public. As a result, Australians won’t realise the true impact these changes will have on their hip pocket, their health and their community until it is too late.

Challenge

GMHBA Limited does not endorse any political party. The campaign needed to focus on policy, its negative impact on GMHBA’s members, their community and the long term viability of the private health sector. It is about educating and representing member’s interests while also empowering them to have their say.

Insight

The changes being proposed are extremely complicated and in many ways this has helped them largely fall under the radar for most people.

Research highlighted a lack of awareness and general empathy towards the changes. Most people didn’t understand the changes, didn’t think it would affect them and hence were not taking any interest in the issue.

We needed to make this an important issue and get people to take notice and act. This involved simplifying complexity and ensuring the message is relevant. We also needed to explain the importance of private health insurance in our community and re-frame it from ‘a luxury for the rich’ to an ‘essential’ part of our health care system.

Click here to view the embedded video.

Working in partnership with GMHBA’s internal marketing team and their PR firm Redstick, the decision was made to create a new standalone campaign brand identity, ‘My Cover Matters”.

“By creating a campaign brand, we could ensure a strong and single-minded message that could not only talk to GMHBA members but also become a voice for the broader community. A separate brand also ensured that it did not detract or confuse GMHBA’s on-going product and brand marketing,” says Michael Hughes, Director of Brand Strategy, Truly Deeply.

The name ‘My Cover Matters’ is not only a unifying campaign concept, it is a strong call for action that members can take ownership of and use as part of the conversation, particularly in social media.

Design Solution

A distinct identity and visual language was designed to distinguish it from GMHBA’s brand and reflect a potent, serious, independent and public interest image.

“The brand is inspired by from the language of grassroots public activism and designed to encourage community ownership. It’s a simple and strong identity with powerful and flexible graphics that have been deliberately crafted to ensure it can be applied to any application from in-branch to advertising and social media, says Derek Carroll, Director of Design, Truly Deeply.

Deliverables

Truly Deeply designed the campaign identity, website, information video, social media, flyers, press and radio advertising, member collateral and in store brand communications.

The campaign is now live, with a targeted communications to members and their community. You can find out more and support the campaign to stop the changes by visiting the My Cover Matters website; www.mycovermatters.com.au

Advancing workplace productivity. A new identity for a B2B brand that helps Australia’s largest organisations to simplify complexity, see the unseen and realise new opportunities.

Truly Deeply cre­ates a new brand strat­egy and iden­tity for Serraview and helps them reflect a new vision for intuitive workplace management and optimisation.

Background

Serraview provides intuitive workplace management and optimisation software for Australia’s leading corporate and government organisations.

A niche B2B brand, Serraview has an enviable client list with leading banks, government departments and telecos. Serraview helps their clients better manage their workplace environments and realise significant reductions in property costs and enhanced performance and accuracy.

Challenge

An incredible Australian business success story, Serraview has some very strong case studies and client testimonials that demonstrate their powerful value proposition. However, they realised that while they were focussing on their products and services for their clients, they had not invested in building a clear and distinctive identity for themselves.

Serraview needed to create a true reflection of what makes the company special. They needed to define who they are, what they believe in and how they present this to their audience.

Insight

Serraview is a B2B brand that competes with larger, more established software specialists as well as multinational technology and consulting firms. While they have a superior offer to all their competitors, their brand was neither distinctive nor compelling within their category.

Our brand research and market decode revealed a bold opportunity for Serraview to break away from dated and traditional software and consulting cues. By disrupting the market norms, Serraview could emotionally engage their target audience around the real difference they make to their lives.

Strategy

Truly Deeply worked with Serraview to define a new brand value proposition that brings to life the company’s compelling truth and powerful brand story to share with their audience.

“The new positioning is built around the idea of how Serraview helps its clients ‘simplify complexity and see the unseen’. This provides a clear and distinct direction for the company and that fuels their passion to truly make a difference to how companies think about, plan, manage and utilise their space and ultimately realise their true potential,” says Michael Hughes, Director of Brand Strategy, Truly Deeply.

Design Solution

“At the heart of the design is a nucleus of energy, including all the elements that make up a workplace. The warmth of the globe reflects Serraview’s commitment to people – the people within the organisations they serve, the teams they work for, and their need to collaborate with each other and evolve in a changing world,” says Derek Carroll, Creative Director, Truly Deeply.

The design also cleverly echoes Serrraview’s product visualisations, including their signature ‘Visual Block & Stack’, representations of teams, people, workpoints and their inter-connected nature.

“All at once, our new brand-mark surmises what we’re all about,” says Ian Morley, Co-founder & Director of Business Development, Serraview.

Deliverables

Truly Deeply provided strategic brand and design solutions for Serraview including a brand audit, competitor and market decode, stakeholder research, brand strategy, identity design and visual identity development.

We also activated the brand with a new website, marketing collateral, stationery and corporate environmental design.

Results

Serraview has seen a massive growth of 52% this year and has just been included in BRW’s Fast 100 for the first time – Australia’s Fastest Growing Businesses – at number 72.

“Truly Deeply’s unique approach to design and development has led to a fresh, modern brand and visual language for our company. Their focus on brand strategy and gaining a deep understanding of our business has led to a design that beautifully reflects us and provides the basis for a visual theme that we can roll out across our entire company”, says Ian Morley, Co-founder & Director of Business Development, Serraview.

“The initial reaction from our staff, customers and partners has been incredibly positive. We are now positioning ourselves well ahead of the industry norm. We couldn’t be happier,” adds Morley.

For more infor­ma­tion on Serraview visit serraview.com

TOM Organic – new brand packaging and identity

Truly Deeply’s new brand image and packaging helps feminine hygiene brand TOM expand their distribution into Woolworths, Coles and Chemist Warehouse.

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Background

TOM Organic is the first and only range of feminine hygiene products accredited by the Australian Certified Organic organisation. All products are 100% biodegradable, made entirely from organic cotton and free from chemicals, bleaches and synthetics.

Challenge

TOM was only available in a selection independent stores but had the ambition to step outside the organic market and appeal to a wider audience.

With a higher price point than many competitors, TOM needed to educate consumers on the benefits of organic but also position the range as a premium and appealing choice.

Insight

Choosing organic products should not be about compromise. There is a growing demand for brands that embrace both elegance and ethics.

TOM was trying to make organic fashionable but was struggling to blend hard-core organic messaging with a visual language that reflected nightclub and youth trends – neither was well considered and the brand was struggling to stand out and connect with its audience.

Truly Deeply saw the opportunity for TOM to develop their unique personality to create the perfect marriage between style and conscience and be an authentic ‘eco-chic’ brand that is worth paying more for.

Design Solution

Truly Deeply worked closely with founder Aimee Marks to define and bring to life the genuine ‘eco-chic’ cred, spirit and personality of TOM.

TOM’s packaging is intentionally stylish and elegant with a sophisticated environmental edge. The visual language stands out by adopting the cues of fashion semiotics rather than mimicking the look of the market leaders.

The visual language is further supported by layers of evocative brand story telling that illustrates Aimee’s commitment to walking the talk as the category’s leader in environmental sustainability.

“The visual cues of the packaging design combine a stylish, contemporary femininity, and a healthy dose of intrigue with a secondary visual language of eco-sustainability. The result is a range of fresh packaging that not only stands-out in the feminine hygiene category, but connects with TOM’s traditional audience, whilst attracting a new, broader set of customers,” says David Ansett, Chief Creator of Brands at Truly Deeply.

The colour, typography and textures along with the custom illustrations have been carefully designed to communicate the ‘eco chic’ positioning of the brand, as well as connect with the target market. Sydney-based artist Sarah Carter-Jenkins handcrafted a series of illustrations to bring the new identity to life. Each SKU has a distinct illustration that helps differentiate products but also builds a strong sense of a product family.

Deliverables

Truly Deeply developed a new brand definition, re-tweaked the brand identity and crafted a fresh packaging design and brand story to transform TOM Organic into a glowing, confident brand.

The new TOM visual identity design was launched across six SKUs; mini, regular and super tampons, day and night pads and liners.

The new brand identity was then introduced to the website and into advertising and communications.

Results

The new pack design was the critical factor in TOM Organic’s product range being picked-up initially by national retail chain Chemist Warehouse, and then by Woolworths throughout Australia, catapulting the business and the brand to significantly greater level of awareness.

“As a direct result of the TOM Organic brand repositioning and packaging range redesign we have been stocked by Woolworths supermarkets nationally.” It is still early days, but the resultant increase in market share and revenues, “will be of the magnitude of 1000% in six months – significantly impacting our whole business positively,” says Aimee Marks, Founder TOM Organic.

“Truly Deeply presented the perfect team balance and a deep understanding of not only the TOM visual design journey but also the strategic business pathway. It has been an outstanding and highly enjoyable experience. They have displayed superior authenticity and an impressive ability to engage with and reinterpret our brand to take it to unforeseen territories,” added Marks.

The new packaging also achieved GOLD in the health and beauty category in the Australian Packaging and Design Awards.

“TOM Organic, feminine hygiene products, is a visually attractive range of packs which highlights a beautifully crafted story for the product. The packaging has been designed to communicate both the brand proposition and tell the brand story which has been perfectly achieved. These packages have added a freshness in design to the category and the range is perfectly suited to their specific target market,” commented the judges of the Awards, conducted by the Packaging Council of Australia (PCA), the national packaging association representing companies across the packaging supply chain.

For more infor­ma­tion on TOM Organic visit tomorganic.com.au

For nearly thirty years, Barbara Sterner Recruitment had built an enviable reputation. The company was well established in Melbourne and Sydney and had several blue chip clients and long-term partners.

However, the company’s brand was dated and not reflecting the true image of the company and its ambition for the future. The name was also was also out of synch with a company that had grown to become a true team of leaders.

Truly Deeply worked with the team to bring to life the business vision by defining and developing the company’s new name and identity.

The company’s reputation had been built on exceeding client and candidate expectations and tailoring customised solutions to the highest ethical standards. It was the company’s passion to go above and beyond, to measure twice and cut once, that inspired the name, ‘Nine Yards’.

The bold new brand identity was deliberately crafted to become a new benchmark for the industry. The design builds on the company’s reputation and highlights a fresh and distinctive approach to recruitment.

“The brand mark reflects the evolution of the business with a bold stylised pointer that is inspired by both traditional maps as well as modern navigation systems. It highlights the importance of finding yourself and reaching your ultimate destination. This is complemented with a vibrant colour palette and a sophisticated confident font.” Says Derek Carroll, Creative Director, Truly Deeply.

For more infor­ma­tion on Nine Yards Recruitment, visit 9yds.com.au

From technology geeks to festivarians, Ferve is the new ticketing brand that not only makes ticketing easy it loves and helps shape festival culture.

Truly Deeply creates a new name and brand identity, so eFirst can grow their ticketing business.

Background

Ferve Tickets (previously known as eFirst Ticketing) has been working with festivals in Australia for the past decade. The company is a leader in customised ticketing systems to ensure a smooth, stress-free festival experience – for both organisers and attendees.

Ferve is the ticketing partner for many of Australia’s premier festivals, including the Melbourne International film, Sydney Film, Adelaide Film, Melbourne Fringe, Melbourne Writers and Woodend Winter Arts Festivals. Ferve is also a leader in the development of digital ticketing and smartphone apps that ensure efficient and cost effective booking, promotion and exciting ways for ticket holders to interact and share the festival experience.

Challenge

eFirst had a strong e-commerce reputation but the business had changed significantly with ticketing now representing the majority of the company’s focus and revenue.

The eFirst brand was limiting the company’s opportunity to grow the ticketing offer – there was a need for a new and distinct brand that could better reflect the company’s ticketing offer.

Insight

The ticketing market is highly competitive and fragmented but most are not truly catering to multi-session festival clients.

Festivals are unique in their ticketing needs. Ticketing isn’t just a transaction – it needs to seep into every aspect of the festival experience. With a unique product, designed in consultation with and specifically for multi-session festival environments, the opportunity for the brand is to ‘own’ festival ticketing.

Strategy

Designed to build a strong connection with both festival organisers as well as festival attendees, a new brand was defined and named: Ferve Tickets.

““Everything from the positioning to the name is all about celebrating the company’s passion for festivals and firmly places Ferve at the heart of festival culture. The name is created from the combination of festival and verve, and is deliberately designed to be a new buzzword for living the festival vibe”, says Michael Hughes, Director of Brand Strategy at Truly Deeply.

“”The Ferve team are technology nerds who have a big crush on festivals. The brand positioning for Ferve is all about bringing to life an intuitive synergy between festival organisers and attendees,” adds Hughes.

Design Solution

The new identity celebrates the visual language of theatres, performance and festivals and proudly projects the brand name up in lights with a modern twist.

““Building on the heritage of festivals, our identity design for Ferve references retro stripes and playful graphics of games as well as the visual language of festivals,” says Derek Carroll, Creative Director at Truly Deeply.

““The brandmark revels in the style of modern street culture with a modern clean version of the ‘art deco-esq’ type juxtaposed with a colourful ‘8-bit’ style. It is then projected onto the screen or into the sky, in much the same way that festivals come to life,” adds Carroll.

Deliverables

Truly Deeply provided stakeholder, market and competitor research, a visual decode, brand strategy, naming, brand identity design, website, stationery and collateral design.

Results

““Truly Deeply took us outside of everydayness and made us think about our true identity. During the strategy process, we began to move away from the old idea of ourselves as a technology company (and the coldness of that image) and move to embrace the vibrancy of the industry we service (festivals and events),” says Louise Angrilli of Ferve Tickets.

Ferve Tickets now has a distinct brand and is acting like the category leader that they have always been.

““Festivals aren’t one colour – they are many colours projected into the sky. They are beacons of activity, community, creativity and passion – attracting people like moths to a bright, flickering light. The new brand design articulates those elements and more (there’s just a hint of old-school 80s games design as well – we are nerds at heart), all with utter simplicity”, adds Angrilli.

““It’s hard to imagine Ferve Tickets looking any other way – which is the essence of well-executed design. Truly Deeply provides beautiful design with meaning,” concludes Angrilli.

For more infor­ma­tion on Ferve Tickets, visit ferve.com.au

Concept Amenities is a proud family business with a huge professional and innovative heartbeat that has become one of the world’s leading creators and suppliers of bath and body products for the hotel and hospitality industry.

From humble beginnings in 1983, Concept Amenities has evolved into a sophisticated global orientated company that is broadening its market reach with each day. Concept Amenities recognised that its increasing presence in 5 star hotels required a 5 star identity that was capable of communicating its passion and expertise for building the equity in the brands of client organisations.

Truly Deeply was engaged to refine the brand proposition of Concept Amenities and express this in the form of a brand narrative and book, that was capable of inspiring and directing the culture of the business. This process in turn framed the critical process of our approach to creating a visual language for the brand that was capable of bringing this positioning to life, in a compelling and evocative manner.

The creative solution focussed on the need to have a timeless, simple sophistication that felt contemporary, luxurious, exclusive, aspirational and bold. The power of indulgence seen as a ‘CA’ was designed to give Concept Amenities it’s own signature mark. Used in collaboration with any brand communication, to represent its trademark of quality, individuality and personal indulgence. When looking at the supporting visual language of any brand, it must complement the code of the brandmark. But also give it flexibility and another canvas for creative expressions.What we wanted to achieve with a visual language that is nature inspired, was something that reflected the ‘sensory indulgences’ positioning of the brand, providing vibrant layers and immense flexibility. The swirl brings a sense of momentum and forward movement, which is distinctive and elegant. It reflects an organisation that is continually growing and looking to the future.

Refreshing a much loved but outdated brand identity to reconnect a proud local with its community

Truly Deeply creates a new brand strategy and identity for leading health insurer, GMHBA and a new benchmark for regional brands.

Background

GMHBA is an Australian not-for-profit health fund with more than 75 years’ experience. The fund has 200,000 members across Australia, is the fourth largest health insurer in Victoria and the ninth largest in Australia.

A small regional brand, GMHBA has to compete with large multi-national and national brands but it cannot match their significantly larger marketing budgets. While the brand had very high levels of member satisfaction and loyalty, it was struggling to stand out in a very cluttered market and in particular, attract younger generations.

Insight

GMHBA was excelling in a lot of ways, but it just didn’t look the part.

Our research highlighted high levels of customer loyalty, and satisfaction but the brand identity and communication was not reflecting this. GMHBA members have a genuine personal connection to the brand – they are passionate about the brand and its role in the community.

“This un-category like insight inspired us to build on this warmth to define a very distinct brand strategy and develop a new visual identity to reflect this externally,” says Michael Hughes, Director of Brand Strategy, Truly Deeply.

Strategy

“The new brand positioning intensifies GMHBA’s audience bond, bringing to life the brand’s heritage and authenticity while crystallising the organisation’s commitment to building stronger, healthier communities across Australia,” added Hughes.

At the heart of local communities is a powerful brand mantra that inspires a compelling brand narrative and ensures the brand provides a real alternative to the big health funds.

Solution

An evolution of the wrapped cross, the new GMHBA brandmark is friendly and contemporary with a fresh colour palette that reflects the brand’s optimism for the future while also retaining its heritage.

“The small caps approach to the font has been retained, and this is complemented with a refined cross to create a strong, bright and contemporary mark. The new brand identity is brought to life with a distinct visual language that places the brandmark at the heart of local conversations. This has been deliberately designed to break away from the conventional approach of simply ‘tagging’ communication with a logo,” says Derek Carroll, Director of Design, Truly Deeply.

The new brand identity brings to life the new brand positioning and provides numerous opportunities for the brand to truly talk and act like a local.

Deliverables

Truly Deeply provided strategic brand and design solutions for GMHBA including a brand audit, competitor and market decode, audience and stakeholder research, brand strategy, brand architecture, identity design and visual identity development. We also created an extensive new brand world, including website, advertising, collateral, event sponsorship, internal environments, uniforms and branch design. Truly Deeply also managed the integrated launch campaign including television, radio, print, cinema and digital.

Click here to view the embedded video.

Results

“Following a year-long journey, we couldn’t have been happier with the brand insights, strategic guidance and creative solutions supplied by Truly Deeply,” says Matt Vagg, Head of Marketing, GMHBA Health Insurance.

“We operate in a highly competitive market and needed a partner who could quickly understand our business and help us turn our unique heritage into a distinct and differentiated brand positioning. From clarifying our brand truths through to revitalising our visual identity, Truly Deeply understood our needs and provided us with a complete end-to-end brand solution that not only met our brief, they exceeded our expectations,” added Vagg.

An inspiring new urban playground, it’s a free jumping revolution!

Truly Deeply creates the name, brand strategy, identity and environmental design for Australia’s first trampoline universe.

Background

Australia’s first trampoline universe, this is a spring-loaded urban playground that is all about jumping high, and landing soft and safe. A brand new concept of fitness and entertainment, Bounce Inc features more than 100 interconnected trampolines, 500 square metres of foam pits and padding to land on, and trampoline ‘dodge-ball’.

The first location in the Melbourne suburb of Malvern. The company has plans to set up more urban playgrounds across the country within the next few years.

Challenge

A completely new concept in Australia, Truly Deeply not only had to craft a brand to engage the target audience; it had to define a new category of entertainment.

The design challenge was to turn a massive concrete warehouse into a space filled with colour, energy and the right degree of urban attitude. This was a tough brief to soften a hard space while balancing appeal to serious adrenaline sport athletes as well as young kids and their mums.

Insight

In a world where adren­a­line sports are the domain of a hand­ful of risk seek­ing extreme ath­letes, Bounce offers ‘an air­borne adren­a­line rush with a soft land­ing’ to any­one who wants to jump around. Bounce is a spring-loaded urban play­ground, a fan­ta­sy­land for free jump­ing and all that’s made pos­si­ble when hard sur­faces are replaced with circus-grade sponge and spring.

The brand needed to reflect the right balance between hard-core urban street credibility as well as appeal to soccer mums.

Design Solution

“It was critical for the brand name, proposition and visual identity to clearly communicate the defining product attributes as well as the raw energy and attitude of the brand”, says David Ansett, Founder and Chief Creator of Brands at Truly Deeply.

“To ensure the brand’s visual language worked in such a large space we made the graphics even bolder than the space and using colour that turned a mass of concrete surface into a powerful graphic canvas.  To bring the outside ‘in’ a key design element was repurposing the idea of concrete into plaster walls, signage and even collateral to take ownership of concrete rather than treat it as a surface to hide.” added Ansett.

The design of the environmental branding of Bounce is crucial to bringing the brand values of Spirit, Vitality, Energy and Rush to life. The work we’ve done in creating a unique and visually powerful branded space for Bounce has been the single most critical factor in transforming a huge, old warehouse into an engaging wonderland on which to scale a branded business.

Deliverables

Truly Deeply worked with the founders of Bounce to create the name, brand strategy, identity, environmental branding, uniforms, website and marketing materials for the concept.

Results

Bounce opened on 18^th August 2012 and within two days, bookings were required for all sessions. Within a week, forward bookings for parties and events were booking up for several months.

The company’s facebook page achieved more than 8,000 ‘like’ within weeks of opening and is continuing to grow rapidly.

We needed a brand that brought to life our vision for BOUNCE and packaged it in a way that would excite our market. The team at Truly Deeply has achieved this and more”, says Antony Morell, Founder of Bounce Inc.

What I’ve valued most about working with Truly Deeply has been the total collaboration. The process combines everyone’s best thinking and the outcome cuts straight through the noise and excites people about Bounce,” added Morell.

For more information on Bounce Inc visit bounceinc.com.au