In July 2012 University of Adelaide launched the Zhendong Australia China Centre for Molecular Traditional Chinese Medicine. A significant joint venture involving the University, the Shanxi College of Traditional Medicine and the Zhendong Pharmaceutical Company. In a major coup, and an acknowledgement of the value of the new partnership, the University hosted the first conference for the College to be held outside of Mainland China.
The branding for the conference held wider goals than attracting delegates and was seen as creating an important public face for the joint venture – a nexus of Eastern and Western science. The goal was to provide a mark that clearly embodied Eastern iconography but expressed through a Western design sensibility.
The visual identity is comprised of two key elements of the dragon and the chinese character for qi with a Chinese chop or stamp identifying South Australia. The origins of the concept were focused on the representation of this nexus or common space between the two cultures.
Extensive background research in both chinese symbolism and system and network biology led to the qi character that cleverly expressed the idea of energy – the singular common point between both Eastern and Western scientific practice. The dragon form intertwined with the symbol was a critical element to craft a compelling and emotive identity. In keeping with the idea of a western design lens it was deliberately rendered to provide a subtle but significant deviation from the conventional Chinese dragon forms that would appear obvious only to the Chinese conference delegates. Extending the brand story other elements were developed including a 5 metre high illuminated lantern that acted as central focus for the conference space and the design of a series of original gift coins for the delegates featuring the conference and University branding symbolising the partnership.
On the keynote address and launch of the conference by Vice President of Shanxi University Professor Feng Qianjin he remarked how cleverly the conference identity embodied both Eastern and Western philosophy and conveyed a depth of understanding of the Chinese culture.
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.”