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.
We were initially contacted by Max Cranes to develop a corporate profile on short notice and following a brief discussion around state of the market, stakeholder requirements and the internal culture of the business it was evident the profile was an attempt to regain the initiative in a changed market. We provided a strong recommendation to take a small step back – to consider the brand and their market position.
A company can reasonably justify a rebrand when a shift takes place in either the internal culture of the business and its strategic priorities or a shift in the market. When both occur its imperative. After ten solid years in business, building a teriffic reputation and loyal following as the guys to get things done, it was necessary to rethink what was happening and what they were doing. Where to next.
Working Images lead the Max team through a one day Brand Profiling working session comprising owners of the business, management and key staff, mining the intelligence held in the business, harnessing the diverse perspectives of the individuals in the team each with a unique take on the company. Developing from this a detailed map of the internal culture and the market we were able to clearly see the brand landscape.
What emerged was a picture of an industry in the midst of a signifcant shake up that presented Max with the opportunity to make a move – and move early. Their rebrand and repositioning gave them the jump on an industry that had relied on business-as-usual for too long.
The brand required only a minor rethink – retaining the core characteristics of the original mark but interpreted in a way that demonstrated a smarter, more progressive company and one that would be taking the fight to the market. The team working session produced a moment of signifcant insight around the value provided to clients and the idea of a can-do attitude crystallised. Seizing this we crafted a campaign style-sub brand that would quickly reposition the company in the market and regain the initiative for the company.
Can-Do Capability has become the defining attribute of the Max brand and has rallied not only the team but the clients also. The thumbs up symbol, cleverly referencing the industry crane sign language as the boom up or ready to go. Max team found this thumbs up becoming shorthand at the conclusion of client meetings where the sign was done spontaneously as a positive conclusion to the deal or the contact. This simple but powerful visual metaphor has started new conversations and reframed the business in a way that is both tangible and memorable.
Go Team Max!
In the development of the brand identity we were guided primarily by the strong materiality and distinctive, sculptural characteristics of Skein's works. In particular we aimed to capture the folded thematic elements evident in the public space commissions. The word skein refers specifically to the V-formation of a flight of geese and we were inspired with the correlation between this and the folded forms of the architectural works. The visual identity has its origin in a simple folded plane.
The typographic brand element, originally distorted and unnecessarily overt, has been reinstated to read right way round. The incidental visual reference to the identity for band Nine Inch Nails was a curiosity.
The brand aimed to position this practice confidently and clearly in a saturated market in a challenging economic climate. It speaks easily of the innovation and clarity of thinking evident in their works.
Developing a brand for a new organisation is akin to starting a new conversation. These first words are profoundly important as the organisation makes its introduction, finds its voice and begins its work.
Through a very simple, visual metaphor the identity aims to describe the disconnection and displacement experienced by refugees, one that is typically a move from the familiar home ground to the unknown. The aim of this symbolism at the most basic level is to demonstrate empathy and understanding for the plight of the individual.
The bright colours aim to frame this familiar story in the positive and convey a sense of hope in connecting with the organisation.
The postcards and poster created for the group focuses on the notion of hope and its role in sustaining the individual. The passage used is drawn from a well know text by eminent Zen Scholar, Thich Nhat Hanh. Urgent, child-like letters drawn over the top of the logo aim to personalise the message.
The identity has been successful in positioning the organisation as a capable, professional body providing critical services to refugees and a friendly face for the people it represents.
Responding to significant changes and challenges that have emerged within the creative arts sector nationally, Working Images was engaged to rebrand and reposition Craftsouth.
As a basis for the work we devised and facilitated a Foundation Working session bringing together senior figures spanning business and the arts in Adelaide. The group discussion moved through a series of design conversations responding to core issues the group faced and with the aim of mapping a future for the organisation and its members. A concise design brief and strategic map was defined which formed the basis for the brand development and naming.
The name Guildhouse reflects the earliest roots of craft and design practice and serves to reflect the fraternity that united disparate practices through the guild.
The visual identity is comprised of a hand-crafted logotype that aims to evoke the historic origins of the name through a contemporary rendering. The notion of the guild is also reflected in the symbolic form of the house. The varied and colourful graphic elements of each house is reflective of the unique aspects of work that defines each creative practitioner. The common form describes the aspects of practice that unites the artists across various disciplines.
The STTARS rebrand represents an evolution of an earlier visual identity undertaken 6 years prior by Working Images when the organisation was a niche provider with a few staff providing limited, though essential, services to a small range of clients. Due to political and regulatory changes in the past 12 months the organisation has in response been through an evolutionary growth period seeing its range of services expand and securing a much greater role in the human services industry.
The growth of the organisation meant that its visual identity no longer reflected its positioning and aspirations within the industry. The rebrand was recognised as an important part of reflecting the maturation of the organisation and taking its place amongst the larger more established institutions both locally and nationally.
The new visual identity aims to reflect this through a more robust form and typographic approach that adds greater weight and presence to the brand. The conceptual approach to the new identity sought to retain the narrative of the original mark which embodied the theme of Persistence of Spirit. This described the ability of the individual's spirit to remain in tact in spite of the often tragic and unimaginable circumstances experienced by the clients of STTARS. The new mark has visually absorbed the old form of the identity with its ad hoc linework now being traced onto the form of the circle. The circular form simply describes the notion of community and wholeness. The lines of the old identity are transformed into breaks in the circle which, despite its form being interrupted, retains a sense of the whole.
The new visual identity for STTARS is instrumental in reflecting a more mature organisation with a much more significant role in the delivery of human services and has been received universally well by client work groups, staff and management.
Through an independent assessment by our team in design, business operations and marketing, the case for brand change becomes clearer and developing the business case becomes easier.
A successful brand will accurately represent your organisation in all relevant markets, project the desired positioning and support the strategic business objectives. Evolving or renewing a brand is one of the most critical decisions your organisation may face and one that has the potential for significant market ramifications – both positive and negative.
We will quantify the value of your existing brand, its viability and relevance in specific markets, benchmark against your competitors, assess its suitability to represent the organisation and determine its remaining lifespan. We consider all aspects of the brand from the visual identity through to the day-to-day brand collateral.
The brandopinion results in a comprehensive document that will provide your business with the support to make strategic decisions for brand development and determine a case for change.
“The brand opinion developed by Working Images provided great clarity for our company in the early planning for rebranding. It gave us a really clear indication of the value of our brand, where it was working and where it wasn’t and from there we could move forward”.
Through a strategic, facilitated working session we will identify and define the aspects of your business that make it unique. Your business fingerprint that lies at the heart of your business.
To create a unique brand, your business needs to be distinguished by more than what it does. It must be defined by its characteristics, values and attributes – the innate qualities at the core of the business created by the business leaders and staff that define its vision, direction and strategic objectives.
A successful brand is a synthesis of what your stakeholders want and who the business is. A stakeholder is anyone that has a relationship with your business – the board, executives, management group, an associated investor group, your shareholders, clients or a niche market. All of these people have influence and therefore need to be considered in the development of a new or revitalised brand.
brandprofiling results in the development of a comprehensive document that will ensure your brand reflects the strategic objectives and embodies the qualities that make it unique. The process will also hone your core messaging, benchmark the existing brand and facilitate greater clarity at an organisational level. All ensuring differentiation in your market.
“what surprised us was the tremendous amount of clarity the brand profiling process brought to the whole organisation. It was not just useful for developing a brief for the new branding, it really helped us define an overall market position and singular vision for the organisation.”