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Brand strategy and identity for Anmac (the Australian Nursing & Midwifery Council).

Brand strategy and identity for the Public Transport Ombudsman (PTO). The Public Transport Ombudsman (PTO) appointed Truly Deeply to refine its brand and articulate clearly what it does, why it exists and the benefits it delivers for the Victorian community. Truly Deeply’s stakeholder and market…

Truly Deeply is proud to share the new brand strategy and identity for law firm, Wotton Kearney. The new brand aligns with its modern identity as Asia Pacific’s insurance and risk legal business and its future global aspirations. Wotton Kearney (WK) has always differentiated itself…

In an increasingly complex and competitive market, one non-profit organisation is leading the way in brand transformation. Baptcare, a faith-based provider of care and support services, has partnered with branding agency Truly Deeply to revitalise its brand and position itself for long-term success. “Our research…

In the ever-evolving world of building and construction, staying relevant is paramount. When IND Window Fabrications (IND) found itself at a crossroads, it turned to branding agency Truly Deeply for a comprehensive rebrand that would reflect its expanded offerings and future vision. The result is…

New brand strategy and identity for leading credit association

New brand proposition and identity helps national bird conservation charity grow and activate its member base.

Brand naming can be hard, but it’s easy compared to brand renaming. Brand naming: coming up with a strategic, relevant and available name for a new company, product or service is challenging. Engaging stakeholders and bringing them on a journey, getting buy-in on preferred options…

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…

Mecca is currently getting some well deserved attention for their Kit rebrand. Mecca’s home brand for beauty on budget for nail polish, lotions, and a few products was discontinued years ago. Kit has now been rebranded and relaunched with a completely different offer, theme with…

This month’s INTHEBLACK features an article focused on rebranding. “Brand refresh? What you need to know” provides insights for companies when considering a brand refresh. Truly Deeply’s Managing Partner and Strategy Director, Michael Hughes was featured in the August edition of the magazine. Read the…

What you need to know before rebranding Before you consider rebranding, understand why you are doing it. It may seem obvious, but it’s important to get clarity and alignment with key stakeholders on the reason for the change. This is not just about marketing –…

If you’re considering a brand review or rebrand you’ll probably need to measure and justify this investment. But seeing real results from any brand investment takes time. That’s why we recommend setting up a regular brand tracking study from the outset and then running it…

Lingerie giant celebrates major brand shift with plus sized and transgender models. Victoria’s Secret has learnt the importance of ‘never say never’ as they attempt to reverse decades of criticisms of their stand on beauty means. The brand appears to finally understand that the world,…

The new brand strategy, architecture and identity helps Australian steel builder reflect their true industry leadership and provides a framework for future business growth. A highly successful business, the rebrand now reflects the true image of the company, one that is continually evolving with its…

New brand strategy and identity for Telecommunications Industry Ombudsman (TIO) created by Melbourne brand agency Truly Deeply. The new brand proposition is all about helping both consumers and providers ‘find a clear way forward’. This is supported by clear and simple messaging that explains what…

Redefining one of Australia’s favourite shoe brands to appeal to new generations. Truly Deeply builds on Homyped’s comfort heritage to reposition the brand as smart solutions for healthy feet. The new brand identity leverages the product’s technological and medical credibility to create a more aspirational…

Popular UK restaurant chain, Wahaca, has rebranded to appear more like its independent competitors. When I first visited London in 2005, I was shocked to find a chain café or restaurant on almost every corner, and struggled to find a local independent option. Fast forward…

New proposition, name and identity for leading ultrasound educator and trainer.  The new brand proposition provides Zedu with a compelling new brand story, messaging, personality and a new inviting tagline that encourages their learners to “see the difference, be the difference”. This was further reinforced…

Palmer United Party changes name to United Australia Party When is a rebrand not really a rebrand? When you change your name and maybe your logo but nothing really changes. That is exactly what Clive Palmer seems to be doing. Clive has announced that Palmer…

13Cabs campaign attempts to revive the brand but is it too little too late? In an effort to combat Uber and make the traditional taxis more appealing, Cabcharge has revamped their 13Cabs brand. The uppercase blocked typemark has given way to a lowercase ‘cabs’ with…

More than a rebrand. There’s been something interesting going on at Choice. More than a logo refresh, it seems the stalwart reviewer is starting to develop its activist side. While Choice is known for its product reviews and buying guides more than it’s disruptive activist…

Digital agency rebrand brings to life a passion to create ambitious, purposeful digital products that amplify human potential. Working closely with the Squareweave team, Truly Deeply unlocked their compelling truth and created a new internal mantra of ‘purposeful solutions amplify potential’. This was then supported…

New name, strategy and identity for major Canberra shopping centre Working together with key stakeholders, we helped refine and reposition one of Canberra’s main shopping centres. The new brand positioning, name and identity is now helping to re-engage the local trade area and excite tenants…

New look, new name with a contradictory sales pitch. Next month Victorian Teachers Mutual Bank will relaunch as Bank First. The new name and identity gives the bank a much simpler and stronger name to compete with other mutual banks. It also shifts the brand…

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…

  Building on a tradition to create a vibrant aged care brand for future The new brand identity builds on Fronditha Care’s strong reputation within the Australian Greek community to create a leader in the provision of aged care services for a multicultural audience. Zoe…

The Royal Botanic Gardens is one of my favourite places in Melbourne. Famous for their beautiful gardens, conservation of plants, and their visitor and education programs, the organisation does great work around sharing the importance of plants to life. To me it’s the gardens that…

Truly Deeply repositions commercial tower to create a new place brand in the heart of Melbourne’s Southbank. Working together with GPT and Frasers Property, Truly Deeply created a fresh and compelling new brand that stands out and connects with premium tenants in the highly competitive…

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…

Grass Roots campaign clearly differentiates and revives the brand Iconic Australian footwear brand Volley’s ‘grassroots’ campaign is doing wonders for the brand. Until recently, Volley was perhaps one of those brands that you might have questioned whether it still existed. Not any more. Volley are…

Australia’s national carrier just launched its refreshed brand identity. It’s being positioned as “a new era, same spirit”. The Qantas rebrand is being linked to the airline’s new fleet of Dreamliner aircraft. It follows a series of service and product improvements. “This is not just…

The once iconic photography brand is back with new products and its 1971 brand icon. After more than decade, Kodak are hoping to revive some brand nostalgia and engage a new generation. As a counter trend to the digital evolution, just about anything analogue in…

Target gives up on brand differentiation and becomes another Kmart The remarkable turnaround of Kmart in the past few years has left its competitors scrambling to compete. The strategy has achieved its goal of killing Big W. However, in the fight, Westfarmers has also severally…

  Instagram made waves last week in the design and social media world by launching their much anticipated brand identity refresh, and UI overhaul to their loyal band of insta-obsessed-followers. The reason for the tech update is to create a better UI experience for users, paring back brand…

99 designs‘ business model puts emphasis on quantity over quality with their multiple designers and claims of “incredible results”, as designers compete to give you a “great custom design solution”.  Yes, I said COMPETE. With 4 offices in Australia, USA, Germany and Brazil, 99 designs…