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CSL demonstrates how to shift to a monolithic brand architecture

Brand architecture can be a tricky beast to get right but CSL’s new group brand is a good example of how to move to a master brand approach. With any merger and acquisition, careful consideration needs to be given to the brand architecture strategy. While…

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Magnum campaign achieves the sophistication the brand yearns for

Just as summer here finally ends Magnum has revealed a European wide campaign for the Summer that achieves a kind of sophistication the brand has always reached for but never quite got. Mainly due to the simplicity and style of the illustrations of Thomas Danthony, which…

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Brand leadership for Australia

Brand leaders Every great brand we’ve created or worked with over the years has had one thing in common: great brand leadership. That is the individual or individuals who have the vision for what they want that organisation to be and use brand to tell…

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AFL Footy Fever, Brand Loyalty and Team Culture

It’s been footy fever here in Melbourne over the last few weeks, in the lead up to the grand final being played on the weekend. With the Australian Football League (AFL) having it’s origins in the Victorian Football League (VFL), the game of ‘Aussie rules’…

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Dr Who gets brand refresh with first female doctor

The casting of Jodie Whittaker as the thirteenth doctor gives BBC sci-fi show a much needed brand jolt After 50 years, iconic British Sci-fi show finally gets female lead. The Time Lord from Gallifrey will regenerate later this year and history will be made. With…

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ALDI rebrands to differentiate

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…

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Coles muddies the milk with undifferentiated brand

Farmers Fund milk brand clouds the issues As predicted Coles have started muddying the waters around fair Milk prices by introducing an undifferentiated milk brand called Farmers Fund to the market. The brand which ‘gives back’ 40c of each 2 litre carton to a Fund…

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Brand clarity and flexibility the secret to scaling boutique luxury

By its nature, a boutique brand built on super relevant experiences is intrinsically linked to one location. Brand and independence are often at odds, but W Hotels seems to have cracked the code of how to scale luxury experiences and having a clearly defined brand…

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Sugar the tobacco for big food brands

Big food’s short term thinking on sugar Every day there seems to be more and more information surfacing about the activities of major food brands in response to the obesity epidemic the western world is facing. There’s little doubt they’re using their financial muscle and…

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Bland Identity – Microsoft Launches their New Brand Identity Design

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…

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Nike Masters the 80:20 Rule of Branding

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…

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25 Killer Custom Typefaces – A Brand Design Asset

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,…

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