Blog

We’re back in the studio and ready as ever for what 2018 has in store. The team at Truly Deeply had a great holiday away (bar the few thirsty studio plants that may need some time to recover), with a few of the team travelling…

Biophilia Biophilia is humankind’s inherent connection to nature. It’s why crackling fires and crashing waves captivate us; why strolling through a park soothes us; and why shadow and light can affect our mood. Biophilia suggests that we have a need to connect with nature and that…

Anyone who’s ever worn heels for a day at the races, the idea of taking them off before you start the long trip home has enormous appeal. At this year’s carnival, Myer were giving away comfortable, practical, and not completely unstylish, branded slides – manna…

While doing another late night trawl through the different foundries and shops we all spend so much time in (us designers anyway) I came across Fontstand. I couldn’t believe it. A great collection of foundries and fonts that you can really try for free, rather…

Brand Identity Design I Love. Located in London, The Bridge Theatre will be the official home of the London Theatre Company, an independent producing company focusing on new shows, as well as staging the occasional classic. This simple but powerful identity for the new theater…

  With every organisation there are actions that have a disproportional effect on a brand. As you go up the tree in any company it’s the people at the top, the exec level that have this the opportunity to have such an effect on their…

The cost of a poorly designed brand identity. Parked at the traffic lights last week my attention settled on the kerbside branding for a new Snap Fitness gym that had recently opened in our neighborhood. I was immediately struck by the poor quality of their…

The power of design to beautifully deliver branding. Compared to most staff uniforms, flight attendants typically look pretty stylish, but with the bar being set at a high level, Chinese airline; Hainan is differentiating with haute courture. The airline brand’s new uniforms by designer Laurence…

Brand proposition and identity design creates powerful differentiation for specialist RTO advisory firm Truly Deeply developed a brand proposition and identity that brings to life the idea of ‘where success breeds success’. This is a powerful brand promise highlights a compelling and differentiated offer supported…

Have you ever had one of those moments where you’re drifting off to sleep and a great idea or solution pops into your head, only to be lost the next morning, unless you take time to get up and write your thoughts down? Or maybe…

It doesn’t matter how much you spend on strategy, branding, creative, media or reputation if there’s something wrong with your culture. As Uber is currently proving. It’s impossible in today’s society to mask an internal culture with brand. Sooner or later the truth will out…

Reading through the articles about the upcoming ALDI rebrand I’m struck by what seems to be an inability for people to grasp some of the strategic rational behind this rebrand and rebranding in general. Everywhere ALDI has opened, they taken on established supermarket brands and…

Multinational soft drink giant introduces its new brand architecture strategy to Australia. After decades of establishing more niche brands, Coca Cola has shifted back to what they call the ‘one brand’ design. Essentially, they are now refocusing on creating a stronger master brand, with more…

Setting the colour trend for 2017 Annually global colour standard; Pantone release their trend prediction for the colour of the year, a color that reflects the current cultural climate. The colour of the year is a symbolic color selection; a color snapshot of what we…

Custom Apple accessory maker 12 South has created a ‘New Mac Smell’ candle for this Christmas. While it’s got plenty of headlines for obvious reasons. For me it raises the question: What do sensory branding do you do? We’re all aware of brands that have…

As brand designers we’re always hungry. Hungry for new inspiration, new palettes, new strategy and as a corner store of everything we do new typefaces. Fonts are so important when it comes to creating new brand identities or logos. Finding the right type to express the…

Introducing Sooma, a mattress without springs!! But don’t let that fool you, the team at Sooma have been working behind the scenes to design a mattress that is incredibly comfortable and brings something different to the crowded mattress market. No boring grey edge mattress here, complicated…

The trend of minimalist branding We’ve had some recent discussion with clients and in turn in the studio about the relevance of minimalism in brand identity or logo design. Some point to a trend of recent rebrands like Pentegram’s work for Mastrcard, wondering if there’s…

Optus is the second largest telecommunications provider in Australia offering mobile, fixed, and broadband services to consumer and business customers. It has repositioned itself in the market with a flexible rebrand. You may remember their recent rebrand back in 2013 that received many mixed reviews and…

A creative new range of creative T-Shirts have been developed to combat mental health.

When is a car more than a brand? Never! Specially when we don’t want to talk about the car, but we still have to sell them? Volkswagen latest campaign #morethanacar focused directly on the value of brand heritage to stir the emotions in the car…

Not-for-profit providers pushed to market The National Disability Insurance Scheme, NDIS, was designed to support a better life for Australians with a significant and permanent disability, and also their families and carers. But the implementation of it, is having far reaching and costly implications for the not-for-profit…

Would you launch a new newspaper brand today? Newsprint is dead, or so we keep hearing. So what do you do if your business is Newsprint? This is the kind of challenge lots of brands have. What do you do when your whole category is heading…

US burger brand disrupts the category with old school American attitude. Carl’s Jr. also known as Hardee’s, is the latest burger brand to hit the Australian shores. It’s bold, irreverent and unapologetic and it is focused on young hungry Aussie blokes.

Iconic Aussie surf brand gets $US600m refinancing approval from US Court and makes big brand plans. With its finances now under control, Quicksilver is planning to turn around fledgling brand with ‘boardrider’ stores that showcase the true brand experience.

A Branding Challenge for market Leaders Microsoft has launched the latest evolution of their brand mark at the opening of its new store in Boston. The task of keeping a brand’s visual language fresh and relevant to the market is critical (we recently wrote a…

Not all brand activities are born equal. This is a brand principle that Nike know better than most brands as the recent release of the ‘Nike sole’. The Nike sole has been developed to fit onto the ‘flex-run’ prosthetic running blade, designed for by Nike…

A High Class Brand Problem So what do you do when you’re the global market leader? When your brand and packaging is recognized in almost every corner of the world? When your product and brand already command a premium price? What on earth do you…

Welcome to the New Retail Era The world of retail is changing more rapidly than ever. On-line stores compete with off-line stores, fashion boutiques feature new ranges every month, and it seems almost everything can be made in China for next to nothing, creating undifferentiated…

All Brands Have Meaning Whether carefully and strategically considered or by default, all brands hold associated meanings in the minds of the market place. Well considered brands establish a competitive brand proposition (their brand strategy) with layers of meaning to both differentiate themselves from their…

All Brands Have Meaning Whether carefully and strategically considered or by default, all brands hold associated meanings in the market place. Well considered brands establish a competitive brand proposition (their brand strategy) with layers of meaning to both differentiate themselves from their competitors and to…

Building Your Brand’s Visual Properties When creating a corporate image for our clients brands, we focus on building unique brand properties that can be leveraged to become brand assets. A brand’s typeface is one of the visual properties we incorporate into the brand design process,…

The hidden code All brands project an image through the visual language of their brand identity. Customers and markets use the code contained within their visual language to make logical and emotional associations that drive their responses to trust, lust, aspire and desire the brand……

We recently sold our house through Marshall White, hiring an off-site self-storage unit in the process. We not only invested a reasonable sum in doing that, but also hours of weekend time carting our much loved (if little needed) household junk over to the storage…

Beers aint beers Everything about the Coopers brand oozes authenticity. Coopers in South Australia is a family owned brewery with a long history of making fine ale (as opposed to making beer). Coopers is a brand with high beer cred for taste and quality. But…