Australian Centre for Branding

A new organisation offering seminars on branding and aimed at business
people who wanted to bolster their brand knowledge. The twist was that
the organisation needed to appear to have been around for some time
to instill trust and authority in what it offers to potential candidates.

The logo concept centred around the idea of clothing brand labels and is
tagged on to the side of any piece created.

 

Logo variations were created allowing the 'label' to be used left or right on a product, and on a number of coloured backgrounds.

Keeping typography simple was deemed essential to allow authoratitive, business-like messages to stand out. Helvetica Neue on a strict six-column grid was used throughout all material.

DM cards that had inflammatory comments on branding were posted or emailed out: one set stated reasons for having a strong brand; the other posed unsettling statements on ways to get your brand noticed. Due to the highly educated nature of the audience,each quote had to come from a respected author source such as HBR, Fin Review and more.


 

Brand positioning research investigated competitor and peer organisations from a wide spectrum of education, marketing and brand backgrounds. Visual, verbal and pre/post resource aspects of these brands were considered when positioning the organisation; however, unlike in most brand exercises, employee branding was not deemed necessary as the project was being run by the same team doing the branding.

A website acted as both a portal to seminar bookings and as a resource centre for candidates to research further readings on branding.

Web banners were run on marketingmag.com.au and campaign hits was measured using Google Ads.

T-shirts were produced for each candidate as part of the inaugral seminar giveaway pack. The brief for these was that they had to be tees that people wouldn't be embarrassed to wear.

Stationery was produced with some pieces being formal and only incorporating the label logo, while other pieces, such as business cards, using the additional informal doodle graphics.