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.
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.”