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, communications collateral for large scale crane company in the far north of the state.

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!


Brand identity and collateral for Skein: architecture / objects / installations.

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.


Organisational identity and brand platform for OSSTT – Overseas Survivors of Torture and Trauma – a South Australian NGO that provides rehabilitation services to survivors of torture and trauma, specifically on Manus Island and Nauru.

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.


Brand strategy, naming, brand identity, brand platform and collateral for Guildhouse – South Australia's oldest arts institution.

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.



Organisational identity and brand platform for STTARS – a South Australian NGO that provides rehabilitation services to survivors of torture and trauma.

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.

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