The challenge
Despite having a truly unique proposition and being highly respected with core stakeholders, the organisation was struggling to clearly communicate who they are and what they do to the broader market and standout from a plethora of lobbyists and industry groups.
The old brand was projecting a very dated industrial image that was out of sync with the organisation and didn’t convey their inspiring, yet pragmatic approach.
The strategy
Working closely with the leaders of the organisation, we created a clear brand proposition that refocused the brand on ‘catalysing opportunities in a low-carbon economy’.
The new brand is now clearly positioned as being at the centre of climate change policy & business in Australia. This is supported by messaging that conveys how the organisation is focused on engaging leaders, shaping policy and driving action.
Design solution
The brand identity design is inspired by the organisation’s unique ability to connect the dots between thought leadership, policy, business and the evolving carbon market.
The visual cues for the graphical elements come from a carbon structure, while using illustrations and language to convey our core messages.
The primary brandmark is dynamic, unconstrained and multi-layered to represent creative and innovative approach to finding solutions and bringing people together. The icon then transforms to hero the brand’s key messages and provide a vibrant, flexible visual language to communicate to different audiences.
Our new brand really embodies the Institute and has enabled us to increase our influence and impact nationally and internationally. It projects a more cohesive consistent verbal and visual message into the market. The Truly Deeply Team were a pleasure to work with and have expertly crafted a brand that brings our members closer together and engages them around our mission and values.
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We came into this process thinking we knew everything about our brand, our strategy, and the direction we were headed. Spending time with the Truly Deeply team helped us truly understand and better align our strategy with our brand, and answer some key defining questions about who we are and what we do. It’s been a fantastic process to go through and for the organisation to understand that a brand strategy isn’t just about language and design, it’s a strategic approach to how we position ourselves in the market – and Truly Deeply’s expertise has been to creatively draw out all the elements of our brand that we didn’t know were valuable.
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Brad Kerin
General Manager & Company Secretary, Carbon Market Institute
