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Truly Deeply rebrands Midland trailers

Stunning new brand for iconic Australian trailer manufacturer.

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Swedish Bedding Brand Trumps US Election Ad Stakes.

Clever Brand Campaign Creative Cuts-through. Swedish mattress and bedding brand SOVA released a timely ad to leverage the currency of the US election. The very clever ad features a montage made from items of their bedding range that create a portrait of President Trump. Combining…

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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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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 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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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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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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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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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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‘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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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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Apple’s store design beautifully integrates branding and product.

The power of a beautiful design idea. Wander round Apple’s iconic 5th Avenue store in NY and you’ll come across this brilliant piece of retail brand design. Whilst the easy solution would have been a wall full of product (after all the beautifully simple Apple…

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31 New Killer Custom Typefaces

Custom font design a branding hero. Over the years we’ve published several collections of our favorite customer designed fonts. Our collections skirt the weird and wonderful, celebrating those who push the envelope of typography. And whilst I love the creativity of this brand design work,…

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Greta – A bold font to celebrate a bold young leader of our time.

The ultimate Designer’s Mark of Respect. You know you’ve made it as a global person of import when your hand writing is turned into a font. Over the years there have been fonts created by the hand writing of Barak Obama and George Washington to…

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Is supporting a competitor the most noble brand gesture of all?

The Power of Brands Behaving Admirably. It’s not every day that the second biggest global brand in a category stops selling their number one product for a day and runs an ad campaign asking their customers to buy from their competitor instead – but that’s…

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Make America Greta Again – A brilliant brand parody.

We love a good brand parody. OK, so I have to admit I’m a fan of brand piss-takes of any variety, but when they come to political branding parodies, my appreciation goes up-ten fold. When I first spotted the ‘Make America Great Again’ brand positioning…

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The Economist Climate Issue – Powerful Information Design

Beautiful and Provocative Information Design. The Economist has recently released an issue focusing on global climate change; an issue that is timely, pertinent and cuts across almost every topic of relevance to their readers. Working with climate scientist Ed Hawkins who is known for his…

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Pantone announces the colours set to dominate in 2020.

‘Trecking’ is the colour theme for brands to pay attention to. Each year PANTONE Colour Institute announces the colour or colours set to influence the way brands go to market in the year ahead. Driven by consumer psychology, these colours are often reflected through fashion,…

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The psychology that drives resistance to branding change.

A Critical Step in Rebranding Strategy. Over recent months (and maybe years) we’ve tracked a growing consumer activism speaking out against changes to brand identity. Whether it’s global fashion retailer Zara, U.S. grocery chain Giant Eagle,  The City of Frederick in Maryland or most recently,…

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Doritos ‘No Logo’ ad misses the point.

Doritos Clever Thinking Only Outsmarts Themselves. Doritos is set to launch an ‘anti-ad’ campaign to appeal to Gen Z, who is research tells us are averse to traditional advertising tactics. The snack food brand plans to ditch its logo, replacing it with a recognizable triangle…

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THE:5th’s Swiss Brand Strategy Masterstroke

  How do you launch a category leader to the next phase of growth? This was one of the challenges facing THE:5th when we sat down with them to develop the brand strategy for their next business phase (you can check a case study of…

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Truly Deeply named one of the world’s top packaging design agencies.

One of the world’s leading packaging agencies? Stop it, you’re making us blush! Little old us have been recognized as one of the world’s leading Packaging Design Companies by agency aggregator DesignRush for 2019. Each year, B2B Marketplace; DesignRush asesses marketing agencies and consultants globally…

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The true story behind BMWs iconic branding

The History of BMW’s brand mark. As brands evolve and mature the rationale behind the design of their logo often becomes folklore, coloured as much by popular myth than historical fact. Recently global automaker BMW published an article clearing-up the story behind their iconic brandmark.…

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Truly Deeply Creates a brand for Social Impact Enterprise; Change Coffee.

A branding project to change the world. Every so often we come across a project that seems like our destiny to work on. It’s not every day that we get to create a brand with the potential to have a significant and enduring impact on…

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Solving the Branding Challenge for Startups

Branding for Start-Ups – A critical challenge. There are few things I enjoy more than sitting across the table with a founder of a start-up. The energy, excitement, vision and optimism are often at their peak in the excitement of launching a new enterprise. Over…

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Branding – Has the consumer empowerment pendulum swung too far?

Brand Backlash – Important feedback of ill-informed hot air? I read with interest this week of a city in the US State of Maryland who launched a new brand identity for the town, only to backtrack in the face of resident dissatisfaction. Having worked on…

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A sneak peek into the art of designing film titles for Disney Pixar.

The art of branding meets the world of film. When we think of the classic films from our childhood, we often just as powerfully can picture the title design – especially those iconic titles such as Star Wars, Pulp Fiction or Vertigo. Effectively the title…

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Inspiring branding – Apple’s latest TVC

More brand building mastery from Apple. Whenever I spot a new piece of inspiring branding from Apple I find myself vexed. As a consumer I’m enraptured, immediately engaged and continue to build-on the loyalty and enthusiasm I hold for the brand. As a writer of…

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A Lesson in Retail from Hanoi’s Shoe Street

Is this the toughest retail environment on the planet? On a trip to Vietnam this month I spent a couple of days sweltering through the streets of Hanoi Old Town. The mercury hit 37 degrees and the humidity was thick enough to cut with a…

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Which global cities have built the best brand for business?

A place branding guide for the worlds greatest business cities. Brand agency Saffron have just released their City Brand Barometer for 2019 which explores which cities around the world have built the strongest brands to attract businesses and investors. The report gives an insight into…

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The branding data behind Social Influencers

  84 facts every brand owner and manager should know about Social Influencers. Arguably this decade’s greatest disruptor to the way brands go-to-market has been the emerging force of social influencers. In a conversation recently with the founder of Australia’s leading cosmetic retail brands when…

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Viral cinematic brand ad fails to convince.

Never make a brand promise you can’t keep. A three-year-old TVC has gone viral recently, as social media users have enthusiastically shared it as much for its beauty as for the disconnect between the ad and the brand it represents. The stunning film was made…

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Truly Deeply & THE:5th Present at Platinum Partners Conference.

A collaboration of client and agency with a shared view on the value of brand. Truly Deeply Founder; David Ansett and Alex McBride founder of THE:5th were recently invited to present at a conference run by Reliable Education for their platinum partners. The conference delegates…

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Sexist brand icon Playboy gets with the program

The power of re-imagining a brand icon. In a shift that has even me surprised, iconic global brand Playboy has moved with the times, evolving from a ‘sexist and proud of it’ brand proposition to one of understanding and tolerance. Playboy CMO and Rachel Webber…

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Say “hi” to our branding for StartOut

StartOut is an inspiring not-for-profit organisation who match young people with role models to help build resilience, self-acceptance, help break negative self-image and to help navigate their sexuality. We worked with StartOut to create a brand that was inclusive of all diverse sex, sexuality and gender…

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Microcations – the latest trend hitting the travel category.

The Microcation is officially a trend Being driven predominantly by millennials, the microcation is a short getaway that is gaining popularity fast. Research from the U.S. (The 2019 Vacation Confidence Index* released by Allianz Global Assistance) has shown that 72% of millennials, 69% of Gen…

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Lacoste goes brandless to help threatened species

What stronger way to use globally recognized branding than to make it disappear? In another example of brands tapping into the growing consumer trend of social and environmental activism, Lacoste has created a bold social brand campaign to raise awareness and funds to help threatened…

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Uber’s effortless conservation gesture

The dual benefits of brands behaving responsibly. It’s not by good fortune that Uber has become one of the world’s most recognizable brands. From it’s earliest days, Uber and UberEats have demonstrated an effortless ability to weave branding gold whilst retaining the edge of a…

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Convenience stores; The hidden fast food player.

Consumer trend breathes new life into the Servo pie. Anyone who owns or manages a cafe, restaurant or fast food business knows how tough the market is. Over the last decade the way people eat has changed dramatically with out of home eating (including delivery)…

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Say ‘hi’ to our catalogue design for Cammino.

Our first catalogue design for Cammino marries product with brand story telling. Cammino is a local footwear brand who marries Italian artisan shoe making with contemporary design to create their signature ballet flats. Camminos are an everyday luxury for tired feet, to suit every mood,…

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Why AV business Scene Change spent their entire marketing budget on a private jet (and why it was a good decision).

Marketing Strategy Madness or Branding Genius. In a marketing strategy that sounds lifted from a Vegas comedy about three guys on a bachelor party, Australian corporate AV company Scene Change invested their entire marketing budget for two years to buy and run a private jet.…

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High fashion footwear – The latest branding billboard

The latest branding trend for fashion takes to the streets. As the on again / off again relationship with fashion brands featuring their logos on their clothes continues, the latest trend is high fashion featuring their branding loud and proud on the feet of their…

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Did brand mark design predict Trump’s rise to power?

How brand marks reflect social & cultural trends. Just like uncovering a time capsule or the remains of a petrified Mammoth, a collection of branding from any given period tells us much about that point in time. A case in point is this great snapshot…

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Social Media platforms are disconnecting from Brands.

No more sharing the love. In a move reflecting a growing frustration among brand owners and manager, global beauty brand Lush announced it will be shutting down its social media channels in the UK. For a brand as popular as Lush in a category where…

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The surprising case for multiple brand mark identities.

The argument for breaking the conventions of brand identity design. One of the strongest principles of branding is less is more. A simple brand proposition with a single clear point of difference expressed consistently through a brand mark and brand identity design have long been…

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The Impossible Whopper – A brave new fast food frontier.

One small bite for man but one big bite for meat free mankind. Recently Burger King and Impossible foods announce the launch of the Impossible Whopper – a meat free twin to the global burger brand’s hero product. For those who’ve been watching the meat…

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Retail Brand Whole Foods Trials Convenience Format in NYC.

Retail Leader Tweaks Brand to Stay in Front. Recently US retail brand Whole Foods launched a new convenience format of their grocery store model. Since Amazon bought the business the upmarket grocery retailer has been active in trialing new formats aimed at different niches to…

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When it comes to Branding Popular ≠ Best

When it comes to branding – the approval process is a critical component. I was reading recently about a project to rebrand New York City’s privately owned public spaces (or POPS). The rebrand is being run by The New York City Department of City Planning,…

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Sweden’s Place Branding Campaign for Happiness

Creating Positive Emotional Place Branding. There’s a reason why we think of place branding it is often the Northern European countries we think of as leaders in this space… it’s because they continually invest time, energy and an open mind in their place making brand…

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