Posts Tagged ‘Brand Strategy’


The Task
Warriewood Square Shopping Centre is undergoing an $85 million redevelopment, to be completed by June 2016. The brief to Truly Deeply was two fold, to develop the pitch to attract retailers and also to reposition the centre to appeal to shoppers in the trade area.



Strategic and design solution
Truly Deeply created a new creative concept to bring the centre’s new brand proposition of “Northern beaches, where coastal style meets quality” to life. The visual style is designed to embrace the community’s passion and parochial pride and reflect a quality experience unique to Northern Beaches. The design allows the centre to play up its pillars of ‘family friendly’, ‘celebrating coastal style’ and ‘embracing healthy outdoor life’.



The ‘Square’ creates a strong frame that combines strong and aspirational imagery to hero the unique sense of Northern Beaches lifestyle. The visual style provides a striking and distinctive look that ties all communication together but is also flexible enough to be dialled up or down and tailored to different audiences, retail and seasonal offers.

The concept was further tailored to develop into a leasing brochure, website, development video  and communications to sell the centre’s new development and the opportunity to potential retailers.






How we helped Warriewood Square
Campaign identity, positioning line, leasing brochure, website design, in-centre signage, hoarding, fencing, campaign video.

Warriewood-Sign-4-Low-Res    Warriewood-Hoarding Low Res



When we started working with this brand it was called Aged Foot Care, a name and brand that fell short of really communicating what it stood for and brought to the lives of the people it touched.

We first sought to understand what was at the core of the brand and developed a compelling brand strategy that ignited what was at the very heart of the business and gave it permission to build a compelling proposition and vision. Read the rest of this entry »


Overview and result
Austbrokers Holdings Ltd is a diversified and vertically integrated insurance company operating across the full spectrum of risk management and insurance. The Austbrokers business has grown rapidly in recent years creating a group of insurance professionals powered by best of breed back office smarts. The brand strategy that was developed gave the organisation clarity on their differentiated value proposition to B2B audiences. The strategy defined key brand messages allowing the business to communicate those propositions to audiences for the first time. A fresh toolkit of visual brand language was designed to truly reflect the professionalism and intelligence of the business. Read the rest of this entry »


Colonnades is the largest shopping centre in Southern Adelaide at the gateway to the Fleurieu Peninsula and McLaren Vale. The centre is located within one of Adelaide’s fastest growth areas, at the heart of South Australia’s premier holiday destination it is known for its picturesque beaches and stunning rural scenery. It is also growing a reputation as a ‘foodie’ destination with boutique wineries and outstanding fresh produce and seafood. Read the rest of this entry »

Truly Deeply

The Our Watch Awards were created to recognise reporting that highlights the causes of violence and what we as a society can do to ‘stop it before it starts’.

Our Watch is an Australia-wide, independent, not-for-profit organisation working to raise awareness and engage the community in action to prevent violence against women and their children.

Ken Lay, former Victorian Police Commissioner, said that for “many years violence against women has been one of Australia’s filthy little secrets”. Natasha Stott Despoja, Chair of Our Watch described violence against women and their children “a national emergency” in Australia.

Violence against women and their children generates daily coverage in Australia. 1 in 3 Australian women have encountered some form of violence. 1 in 5 has experienced sexual assault. The media have an important role to play in helping shape attitudes, perceptions and knowledge that give rise to, minimise or excuse violence against women and their children.

Administered by The Walkley Foundation, the awards were launched at the Australian Press Club with Our Watch ambassador and Australian of the Year, Rosie Batty.

Truly Deeply

While the brand needed to be a rallying cry to all of the Australian media, it couldn’t focus on the horrors of violence. The brand needed to recognise and celebrate achievement and in doing so, inspire others to strive to be better.

The awards needed to be prestigious and aspirational. They needed to be something that everyone in the Australian media would aim for and an event that they would all want to attend.

 Truly Deeply

The Our Watch Media Awards urge the media to use their influence to drive nation-wide change in the culture, behaviours and attitudes that underpin family violence.

Rosie Batty says that journalists are “uniquely placed to help stop violence before it starts”.

“Shining a light on journalism that effects change in Australia and the world has always been part of the Walkley Foundation’s mission,” Walkley Foundation CEO Jacqueline Park said.

“Violence against women is a critical issue for our time and the Walkleys are proud to support Our Watch through helping benchmark excellence in reporting on it.”

Truly Deeply

Strategy & Design Solution
A number of names for the awards were considered. However, as Our Watch was still relatively new as a brand, it decided to focus on investing in the ‘Our Watch’ name, as the awards are fundamental to the organisation’s objectives.

A distinctive brand value proposition and identity was developed specifically to engage the Australian Media and unite the community.

Celebrating the rising star, we created a brandmark that uses the W & A from ‘Watch’ & ‘Awards’ and takes cues from the idea of big event searchlights that come together to create the star.

The tagline simplifies a complex message into a powerful and aspirational statement; “for exemplary reporting that ends violence against women”. The awards are also endorsed by The Walkley Foundation to provide credibility and emphasise their independence.

Truly Deeply

Kristine Ziwica, National Media Engagement Manager, Our Watch said that the feedback from the media and our stakeholders has been extremely positive. “I’ve received a ‘wow’ and several people have commented on how it is an excellent design concept. It is appropriate to the audience and captures the principles and right tone”.

“The design is positive and promotes excellence and optimism. I believe the values and personality traits articulated are sound and should act as guides/reference point for those in the media reporting and contributing to the national conversation about violence against women and prevention/elimination.” added Kristine.

How we helped
Truly Deeply conducted stakeholder engagement, developed the brand value proposition, key messaging, naming, designed the brand identity, digital communications and the award trophy.

For more information on the Our Watch Awards, visit the Our Watch website.


The Centre for Ethical Leadership, Ormond College, University of Melbourne (CEL) conducts internationally regarded academic research and delivers programs and tools to develop the ethical leadership capability of senior and emerging leaders. The CEL’s work is undertaken in partnership with a range of major organisations in both the profit and not for profit sectors and an extensive network of domestic and international academic collaboration.

The brand strategy and identity developed for CEL communicates equilibrium and strength, with bold, stacked typography balancing on a tilting board. The triangle is a key feature of the visual language and represents ‘cutting through’ the noise of our complex world.

Read the rest of this entry »


The Victorian Comprehensive Cancer Centre (VCCC) was established in 2009 and is a powerful alliance of nine successful Victorian organisations committed to control cancer; Peter MacCallum Cancer Centre, Melbourne Health (including The Royal Melbourne Hospital), The University of Melbourne, The Walter and Eliza Hall Institute of Medical Research, The Royal Women’s Hospital, The Royal Children’s Hospital (incorporating the Murdoch Children’s Research Institute), Western Health, St Vincent’s Hospital Melbourne (including St Vincent’s Institute) and Austin Health (including the Olivia Newton-John Cancer Research Institute and Austin Lifescienes).

The vision for the VCCC is to save lives through the integration of cancer research, education and patient care. Through innovation and collaboration, the VCCC will drive the next generation of improvements in prevention, detection and cancer treatment.

Read the rest of this entry »


Sitting within the Bombora Technology Group, Zoak is a new brand to represent the technical and programming talents of Ausregistry. These services are sold to external clients and include software developmeny and infrastructure promising services.

Read the rest of this entry »


Bombora Technologies Group is focussed on building, managing and supporting Internet solutions for the world’s leading businesses and governments.

Originally known as AusRegistry Group, the company has carved out an enviable reputation as a specialist in the development of high-volume, complex, transaction-based Internet systems during the past 10 years.

As the business evolved, it became apparent that the brand positioning and identity was outmoded and far less dynamic than the organisation.

Read the rest of this entry »

Bio Pacific Partners CMYK

BioPacific Partners are expert advisors and brokers of new deals between innovators in food, health and agriculture sectors with market-facing parties (generally large corporations). This is a new service offering that builds on the founders’ relationships and reputation established through their previous venture fund BioPacific Ventures.

Read the rest of this entry »