NFAW is an organisation formed in the second wave of feminism of the 1980's with the shared goal of ensuring the gains of the past 20 years were not lost. Its board members, comprised of leading women from diverse demographics, have all played a significant role in historic policy development and other initiatives all working largely behind the scenes for the better representation of women nationally.
When initially approached we felt obliged to discreetly question the merits of engaging an all male design team for the project but were assured we had the full support of the group. To develop a thorough design brief and ensure we fully grasped the issues and goals of this national organisation we devised and ran an intensive one day strategy working session for the board. The session comprehensively addressed a broad range of historic and contemporary factors influencing women and successfully defined a contemporary position and direction for the organisation.
A range of archetypal and stereotypical design directions were all explored, proposed, discussed and debated at length. The resultant mark was supported unanimously by the group despite it being the most visually risky – its minimal form and corporate language represents a significant departure from the past visual identity. The symbol is a bold statement of clarity and draws from the theory and analysis of the way gender influences the definition and construction of space. The circular mark is an inherently nurturing form and the openings top and bottom feminine in nature in that it allows movement through and around. This is reminiscent of the forms of mediaeval earth shelters and of town squares in contrast with the more masculine marking of space with monumental forms such as obelisks and towers.
The new visual identity has been instrumental in refocusing the goals and values of a significant group of women and provides a contemporary face to an organisation existing comfortably behind the scenes at the very highest levels of power. The tagline Real Women. Visionary Leadership affirms a clear path for the future and reflects the practical determination of its members to effect real and lasting change.
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.”