design thinking

Identity & branding

Successful brands create deep emotional engagement and drive business growth. They are the personal face of global corporations, the compelling story for SMEs and the loyalty base for innovative products - the foundation for your business. We reposition companies in shifting markets, commercialise leading ideas and revitalise businesses. 
We tell your story.


Brandprofiling, brand identity and digital platform for South Australian Government Community Engagement platform.

The Department of Premier and Cabinet have an established community consultation program with a brand identity that had been in place since the program inception. The overarching success of the program had driven a broader development with wider and increased audience engagement. This lead to a shift in the value proposition and misalignment with the program identity with the potential to lose audience relevance. 

Working Images was invited to review the value proposition for the program, messaging and communication strategy and develop a new brand identity with the aim to reposition the program on a local, national and international stage.

It’s a daunting task to be engaged to rebrand a successful program, especially when the problems are not immediately visible or tangible. To begin this process and create definition for the approach, Working images lead the program team through a one day brandprofiling working session, harnessing their high level knowledge around the program and audience. 

The session generated multiple perspectives and mined valuable thoughts and opinions that had over time been forgotten or become usurped in other priority engagements. With the time and space (only a day) we were able to bring these critical thoughts and ideas back to the surface and to reflect on them as a group – evaluating, critiquing and challenging.

The session and outcomes clearly resolved an ongoing position for the program, ensured its relevance to growing audiences and lead to unexpected and significant insight into the brand that guided the brand identity. This was to an extent unexpected, as the team demonstrated an extremely high level of sophistication in their approach to the planning and development of the program.

The magic of an authentic process and rigorous methodology is the means to consider the DNA of an organisation and its product – in both granular and macro perspectives made possible by an objective platform. In the process of developing the brand identity it was discovered quite incidentally that at the heart of the program name lay the words OUR SA. On presenting the finding to the team we were delighted (and surprised) to find that it had never been considered. This singular insight into the organisation guided the subsequent development of the brand identity and revitalised a program both the for the department and their growing, global audience.

Giallo Wine Bar

Brand identity for intimate, near city wine bar and restaurant established by accomplished restaurateur Derek Muir.

Collocated with a successful art gallery and situated on the footsteps of the city, the logotype for this intimate winebar responds principally to the meaning of its Italian name – Giallo: Yellow.

The identity aims to reflect the core values of the proprietor and underlying philosophy for the business – the delivery of uncomplicated, high quality fare delivered with impeccable service. The subtle playful tone of the hand crafted logotype hints at the humour and spirited ambience for which the staff are renown.

Well Made

Program brand identity, website design and collateral for Well Made – an initiative of Guildhouse that aims to provide a platform for high level South Australian creative practitioners.

Our work with Guildhouse for the Well Made program began in 2012 with a focused, co-operative working session with web and brand with the aim to define audiences in South Australia and investigate the best means of delivering value for the program and creating a positive online experience. 

With funding assured at the beginning of 2016 Working Images picked up development and initiated the project with a Well Made and Guildhouse team working session. Our aim was to better understand how the audience had shifted; defining the needs and desires of all stakeholders including practitioners across multiple disciplines and national audiences.

In the short space of time since we had begun development the number of online platforms profiling the work of creative practitioners and makers grew significantly – five launched locally and nationally within a space of about 6 months. Within this now competitive online market we began development of a brand identity for the program. The majority of other programs comprised young makers communicating with young audiences and Guildhouse in contrast aimed to provide an inclusive platform for a wide demographic. 

Our research also clearly showed that the work of South Australian creative practitioners, especially makers, is held in high regard with the work sitting very comfortably on a world stage. With this in mind we aimed specifically for the visual language of the brand identity to avoid the fashionable conventions being adopted by others and aimed instead to reflect the confidence, authenticity and originality of the wider body of South Australian practitioners. 

The idiosychratic, handcrafted logotype speaks with confidence and the verticality of its visual form referencing the parent brand of Guildhouse. In the process of brand development a line of inquiry opened up exploring the artisanal marks of early makers in Australia and Europe. The value in these marks and their necessarilly simplistic visual forms were considered an important element of the maker's language. Whilst they couldn't be justified as a brand identity we found they worked well in an adjunct role providing a rich embelishment of the brand story. 

The value in the program had always been centred on providing a direct connection to the maker or practitioner. In line with this we developed a series of promotional cards to launch the program and brand that featured artist faces and hands. Working with copy writer Hayley Green two key campaign messages were devised that artfully reflected this conection: Meet Your Maker and It's all in the making.

Nicole McKenna

Creation of brand identity, brand platform and collateral for high level business coach and facilitator Nicole McKenna and her business – Bespoke Development & Facilitation.

The identity was drawn in response to a detailed brand profiling process that outlined the key principles, values and objectives for the consultancy.

The ornate logotype was the result of an investment of considerable time and attention to detail that shifted the readily available font to one that provided authenticity and originality – in essence reflecting the very nature of the bespoke approach that forms the value proposition and primary differentiation for this business.

Don Adlam

Business identity and brand collateral for personal and professional development counsellor Don Adlam. 

It took a while to really understand Don and his work – but it's all about one's perspective. The strategic goal was to establish an accessible and light-hearted business position whilst respecting the serious nature of the counselling.

The dimensional logotype draws from the notion of 'view point' which is fully realised on the website where each letter within the logotype snap-rotates to the opposing view. This playfulness within the website and throughout the collateral gives a sense of the humour Don consistently works with. The glass half full image for the oversized promotional post card provides a distinctive visual metaphor for the foundation of his work – perspective.

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