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The Modern History of Sneakers Captured by Design.

What’s not to love? Poster Design meets Infographic Design meet Sneakerfreak Culture British Design House; Dorothy have created a Sneakerhead’s ode to Nike’s iconic Air Max and sneaker culture. The poster features a cut-away style illustration that captures the history of the modern sneaker. How…

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Pizza Hut’s Retro Rebrand with Purpose

Much More than Back to the Future Branding. Here at Truly Deeply we often talk about Branding being ‘Design with Purpose’ and Pizza Hut’s recent redesign of their take away pizza box packaging is a clever case in point. When we say ‘Design with Purpose’…

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Brand Design trends for 2021 and why you should follow them.

What are Brand Design trends and why is it important for businesses to leverage them? Tracking trends in brand design as we do has proven to be fascinating over the years. When a brands seek to connect with their audience and communicate their strategic positioning…

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Burger King’s Campaign for a Michelin Star

Burger King’s Clever Product Launch Brand Strategy. Burger King Belgium have launched a Change.org petition and accompanied ad campaign to get a Michelin Star for its new menu item; The Master Burger. In a bold and cheeky move, Burger King has penned an open letter …

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Which global cities have the strongest Place Brands in 2020?

The Pinnacle of Place Brand Reports. Each year Saffron, a global branding agency with specialist experience in Place Brands publishes a report looking at the strongest city brands around the world. The Saffron City Brand Barometer 2020 explores which cities have built the strongest brands…

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KFC brand adjusts for Coronavirus

Time for a brand strategy re-calibration. If I read one more coronavirus article stating how we’re all going to need to adjust to the new normal I’ll punch myself in the face. But like it or loath it, for brands of every shape and size…

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Burger King’s stand for Love & Equality

Love Conquers All – And Builds Brand Affinity. The relationships we have with brands are alot like the relationships we have with people. Our friends and loved ones reflect who we are, the values we hold dear and behaviors we want to associate with. Social…

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New Font Fights Online Bullying

An activist font designed for our times. Over our thirties years as an agency developing branding for clients across almost every sector we’ve seen, used and designed alot of fonts, but never have we seen anything quite like this. TietoEVRY, a leading Nordic digital services…

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Leading CMOs prioritise Brand Strategy in the pandemic

Recent survey finds that more than a third of marketers see brand strategy as most important amid uncertain times. The Annual CMO Spend Survey 2020-2021 research provides detailed insight into how top marketers are adjusting their budget and marketing investment plans due to Covid-19. Amongst…

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Australia logo catches Corona Virus

  Healthy Place Brand Management. In July this year the Australian Government launched its new international place brand logo. It’s fair to say at the time of launch it received a lukewarm response from public and media with many pointing out it’s similarities to the…

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Branding Lost In Translation

IKEA prove that even the branding experts occasionally stuff-up. They say to err is human, and the branding folks at IKEA Bahrain have given us a refreshing reminder of how true that really is. IKEA as a global brand has a reputation for being well…

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Blockbuster Leverage their Brand Nostalgia

Why Blockbuster’s Last Summer Sleepover is a Showstopping Brand Strategy. The Blockbuster brand is synonomous with others such as Kodak and Melways that were once an iconic part of life, but by missing a critical opportunity to shift with consumers and technology have become dinosaurs.…

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Truly Deeply designs Porsche’s Torque Magazine

We’re proud to share the latest edition of Porsche Centre Melbourne’s Torque Magazine. Designing, printing and distributing a 52pp magazine during a pandemic certainly presented some challenges, but Porsche fans were not left wanting this year. Despite our design, production and client service teams all…

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Is Apple’s protection of its brand unreasonable?

Have Apple overstepped the mark and caused more harm than good to their brand? Apple has files a notice of opposition with the US Trademark office, against a start-up trying to trademark a logo based-on a pear. The developers of Prepear, an app that helps…

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Qantas 747’s brilliant brand move

  A fitting brand gesture. To mark the final Boeing 747 swansong for Australian airline Qantas, the pilot en route to drop the jet to storage at a boneyard in the Mojave Desert flew a flight path that sketched-out the airlines iconic brand mark of…

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Why Branding is Best Left to the Experts

When Clients Design Their Own Logos… In my 30 years of running our branding agency, the one thing that hasn’t changed is business owners and marketers thinking brand design is so simple they can do it themselves. There’s a well worn truism; ‘A little learning…

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Cultural Misappropriation Remains a Minefield for Brands.

Damned if you do, damned if you don’t – A challenging brand management dilemma. Following-on from our recent article out the re-branding of the Washington Redskins NFL team in the US, this recent announcement (among many) about Mutual of Omaha, a Fortune 500 insurance and…

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BLM Movement Claims Redskins Scalp

Sporting team brands have an important role to play in evolving social equity. It’s not every day a National league team in the US re-brands. The brand value of the National franchises is so incredibly high, that re-naming and rebranding is almost unheard of. But…

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Apple’s WFH short film taps into the new normal.

A brandertainment masterclass from Apple. There have been few times if-any over the last few decades where life has been thrown on it’s head for much of the world as has been the case due to coronavirus. One of the most significant changes has been…

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Netflix shows how to build a brand with genuine compassion.

In branding, compassion is often seen as taboo. Compassion for customers and commercial optimization are typically considered to be diametrically opposed concepts, but Netflix has demonstrated how this doesn’t necessarily need to be the case. This month Netflix announced they would begin contacting inactive customers…

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Vale Milton Glaser – A True Design Icon

Designer of possibly one of the world’s most iconic brand marks, Milton Glaser died this week on his 91st birthday. In an industry that burns-out most of it’s brightest stars in years, Glaser’s creative career lasted decades as he inspired multiple generations of designers and…

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Heinz Unveils a Rebranding Masterpiece

Heinz Rebranding is a delicious blend of balance and skill. Whilst we rarely write about another agencies branding projects the recently released rebrand for Heinz by global brand agency; Jones Knowles Ritchie is an example of strategic brand design worth writing about. Rebranding for FMCG…

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Stunning New Yorker Cover pays tribute to the Black Lives Matter movement

Stunning New Yorker Cover demonstrates the powerful role design can play in social issues. Kadir Nelson’s recent cover image titled ‘Say Their Names’ depicts the murder of George Floyd embodying the history of violence inflicted upon black people in America. The image reminds us of…

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2020 Trends in Brand Identity Design

The power of understanding branding trends. As with all aspects of brand and marketing, consumers and businesses over time build firm associations between how a category of brands look and what that means for the way they associate the positioning of those businesses. As categories…

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Nike’s Bold Anti-Racism Stance Proves Problematic

A timely lesson for brands with a social conscience. Global sportswear brand, Nike recently took a public stance to condemn racism, seeking to tap into the social tinderbox inflaming North America and spreading around the world. Adapting their iconic tagline, Nike created a campaign around;…

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ESPN Jordan Ad reminds us of the power of lateral thinking.

When was the last time your brand thinking came from left field? The say; ‘Necessity is the mother of all invention’, and for many brands things have never been more ‘necessary’ than they are now. Budgets are tight, consumer behavior is shifting, the world is…

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Is the new normal for business a once in a lifetime opportunity for brands to innovate?

Inspiring Brands Innovating for the New Reality. WFH is a Japanese start-up who’s brand name is an acronym for ‘Work From Home’. Their first product which we spotted on Kickstarter is a range of Jammies designed specifically for working from home. Brainchild of design agency;…

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Heinz Ketchup Puzzle – brilliant brand relevance

Branding Inspiration from Big Red. As so many people around the world become stir-crazy from self isolation, Heinz has come-up with with an inspired brand gesture. The Heinz Ketchup Puzzle has 570 pieces, each the exact same colour of Heinz’s tomato sauce. Heinz is giving…

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A Brand Chat with Geoff Quinlan, Racing Queensland CCO.

Geoff Quinlan in previous roles as Tournament Director, Brisbane International 2017 with Sieger Grigor Dimitrov and Finalist Kei Nishikori – Pat Rafter Arena – Brisbane – QLD – Australia – 8 January 2017. © Juergen Hasenkopf The one thing I’ve learned about branding is… be…

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A Sneak Peek at our new Branding for Straight Bat PE

  Recently we’ve been developing the branding of Straight Bat – a new breed of P.E. Fund. Straight Bat is a new kind of Private Equity Fund that plays the long game. They invest in “good” businesses, to deliver exceptional income, wealth preservation and wealth…

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Everything will be alright – Inspiring Design from around the world.

An inspiring message of hope and solidarity from Dutch designer; Marcel Wanders Dutch designer Marcel Wanders has creates a beautiful piece if typography and design that combines an interpretation of the Italian flag and the phrase ‘Andrà tutto bene’, which translates to; ‘everything will be…

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Iconic Brand Identities Redesigned to Fight Coronavirus.

Redesigning brands to create affinity. In our 30 years of branding experience we’ve never seen the level of global community the current battle against caronavirus has created. This sense of community has sprung from a common cause and for brands they are battling to be…

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Truly Deeply named one of the world’s top Food & Beverage Branding Agencies

Branding for the F&B Market – Truly Deeply named one of the world’s Top Food and Beverage Branding Agencies. The food and beverage industry will generate $76.5 billion in revenue in 2020 and by 2024, it is expected to reach a market volume of $105.7…

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Media consumption up, especially video content as a result of COVID-19

New study reveals rapidly changing consumption as a result of Coronavirus (COVID-19), with many signing up for more streaming services. As the coronavirus outbreak continues, more and more communities, industries, and businesses are feeling its effects. Staying informed at this time is crucial. A new…

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Our branding for eCommerce ski gear start-up; Snowkids.

A brand created by a snow family for families who love the snow. We recently worked with a couple of Melbourne entrepreneurs to turn their long-held dream of starting a online ski-gear business into reality. In the super crowded world of eCommerce, if you’re going…

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A thought for these crazy times from Winston Churchill.

Love this Churchill quote spotted on the lobby screen of a Melbourne hotel. We’ll need to be doing alot of this together over the months ahead.

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COVID-19 update

Truly Deeply is working from home. In light of the current situation, our team are now working from home and practising social distancing but we’re not slowing down. We are still working normal hours, just relying more on technology. While we can’t meet in person,…

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Why Traditional Brand Positioning Works in Disruptive Times.

I saw a post this morning on social that said; “What a year this last week has been”. As the world seemingly accelerates into economic turmoil I’ve been reflecting on the learnings for brands from the GFC. The one thread that stands-out for me above…

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The 6 steps to managing your brand through coronavirus-19.

Now is not the time for your brand to batten down the hatches. For any brand born since the Great Depression, the current global pandemic is creating an environment of challenges and chaos never seen before. The extent, speed and impact of these changes have…

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McDonalds releases burger scented candles

Branding Madness or Genius? As part of its Quarter Pounder Fan Club, McDonald’s have released a set of candles that smell like the ingredients of a Quarter Pounder, including; 100% Fresh Beef, Ketchup, Pickle, Cheese, Onion, and Sesame Seed Bun. Before we claim this as…

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Truly Deeply recognized as one the top 30 brand strategy companies in the world.

NEW YORK (PRWEB) February 20, 2020 Recognition for our brand strategy expertise. One of our favorite topics to write on is brand effectiveness, and specifically the positive commercial impact of brand strategy and brand identity. A growing body of research continues to demonstrate that consistent,…

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Tokyo 2020 Olympic Games Branding

When it comes to brand identity briefs, they don’t get grander than this. Every four years when the Olympic Games roll around we are treated to perhaps the most plumb job in the world of branding. The games combine the perfect branding brief – a…

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The online review tide is turning for business owners and their brands

Online reviews aren’t always what they appear to be. If  I had a dollar for every conversation I’ve had with a business owner wringing their hands in despair of the impact of online reviews I’d be writing this from an island in the Bahamas. Even…

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A Brand Q&A with BOUNCE Founder & CEO Simon McNamara

The one thing I’ve learned about branding is… that’s it’s so many touch points that form the holistic view of brand Over the years we’ve had the opportunity to work with a whole host of inspiring business founders and leaders. A learning for me was…

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In-N-Out Burgers launches branded kicks

The Holy Grail of Branding. When designing a brand identity for any brand, but especially a consumer brand, we look to develop visual brand assets than can become instantly recognizable to their loyal fans. These assets allow a brand to be creative in what it…

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McDonald’s de-brands to make a bold brand statement.

The power of brandless branding. Loving these new ads for McDonald’s by Leo Burnett in London. The holy grail for branding is when you’re able to remove your logo and the visual language of the brand, the product or the product description alone communicates who…

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You’ve come a long way Barbie

The 2020 Barbie range steps-out with inclusiveness. Loving the way the Barbie brand has kept pace with society and arguably takes a leadership role in diversity and inclusiveness. The range of Barbie dolls includes35 skin tones, 9 body types, a Barbie in a wheel chair,…

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Woolworths ranked most valuable Aussie brand for 2020

Brand Finance ranking of the most valuable brands for 2020 has just been released. Amongst the Australian brands, Woolworths has reclaimed the top spot, overtaking Telstra, after recording a 5% uplift in brand value to AU$11.8 billion. The study also showed that Woolworths has eclipsed…

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Burger King’s invitation to Harry and Meghan.

A Right Royal Bit of Branding Fun. I’m loving this brand campaign from Burger King leveraging the global interest in the current Royal family split. Creating timely brand ads that connect with something as newsworthy as the royal split is not a new idea, but…

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Apple impresses with Chinese New Year short film shot on iPhone

It’s not an entirely new trick, but Apples latest piece of brandertainment has been shot entirely on the latest iPhone. And there’s plenty to like beyond showing-off the capabilities of the iPhone 11 Pro. The film, about three generations of Chinese women coming together at…

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Cheers to Art & Social Comment

Banksy captures the true spirit of Christmas Reminds me of a time when street art was graffiti and graffiti had a purpose which was to make social comment. In these days of fleeting content it’s heartwarming to find thoughtful, considered art. Dave Ansett David is…

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The Future of Retail Branding for 2020 & Beyond

The changing face of consumer behavior raises a red flag for retail brands. When I think back even just a decade ago, the demands of retail customers were not so different from the decades before. Essentially most retailers could add a functional web site and…

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Oscar the Artist – Celebrating our Creative Community

At Truly Deeply we love sharing and celebrating not only our creative branding work but that of our extended brand family. In this case it’s doubly easy when the work includes Oscar the Grouch. Produced for the 50th anniversary of Sesame Street, Square Space New…

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Overheard blurs the line between social content and traditional print.

Instagram brand; Overheard launches physical newspaper stands. In the latest demonstration of the blurring between new digital and traditional business and brand models, Overheard launched a physical parody paper (think The Onion) along with a pop-up newsstand at Union Square in San Francisco. Overheard was…

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‘Tis the Season for lovely Christmas Brand Ads

It’s beginning to look alot like Christmas (well a little at least…) This Christmas season John Lewis has teamed-up with Waitrose (a member of their brand family) to create their festive commercial to play on its social media chanels. The charming piece of brand communication…

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Recognizing the World’s Best Type Design for Branding.

Celebrating typography as a valuable branding asset. Type foundry Monotype have this year launched the Type Champions Award, to recognize brands for their creative, innovative, and memorable use of typography in developing and maintaining their brand identities. A panel of branding experts selected 12 companies…

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The Price / Differentiation Matrix and why your brand needs to master it.

Are you missing this important dimension of your brand strategy? Price has always been a key dimension of brand building. Ever since E. Jerome McCarthy identified the Four P’s of marketing (Price, Product, Place and Promotion) brands have understood the relationship between price and brand…

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City of Pocatello rebranding stumbles over their best intentions

Best intentions don’t always get the branding job done. Following example after example of city and municipal rebrands around the world copping rate payer vitriol, The City of Pocatello decided to get on the front foot with a project and design rationale for their rebrand.…

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The Paris 2024 Olympic Games branding creates a stir

The recently revealed brand image for the Paris 2025 Olympic and Paralympic games has created something of a stir on the web. As with every other category, the market gets used to a consistent approach to how the brands in that market will present themselves,…

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The power of customer-centric brand thinking.

Now that seems like a valuable brand proposition. All to often we find brands working in a market driven paradigm. That-is, their mindset of how they go to market is based upon the collective history of how the category has always operated. What was will…

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