branding &

rebranding

We aren’t designers who make things look good (although we can certainly do that)- we’re designers who design for an outcome- to make your competition irrelevant.

If it were a job interview (which it kinda is in a way), most designers would have you show up wearing a smart suit, where as we will have you showing up wearing the right suit AND having the right things to say to ensure you get the job.


But the right thing to say is relative. It depends on who you’re talking to


You wouldn’t speak to the pope the same way you’d talk to your best friend, and if both were in the same room it would be difficult to say anything at all. The pope would disapprove of your foul mouthed filth, and your friend would wonder who the hell you are if you started speaking in uncharacteristically formal & pious prose.


So the first, and most important step is to find a focus.


Because without one, you’ll be saying nothing.

in&

out

What’s included (and what’s not).

-Target audience & focusing consultation.


-Interview with 3 members of your target audience to understand their wants & needs.


-Tailored service creation & curation (we make sure that your services that you present are tailored to your chosen audience).


-Visual identity & logo to appeal to your chosen target audience.


-Positioning line to sum up your service.


-Basic website (no ecommerce or web applications), 5 pages.


-Business card.


-Website copy written for you which is designed to appeal to your target audience.


look&

sound



This is our criteria for deciding what you should be saying visually & verbally:




Showing how you’re different amongst the sea of sameness.


Is someone wearing your clothes?


Often, entire categories of services all look virtually identical to one another


The plumbers all dress in blue, perhaps with some water related decoration, and a few pics of the van thrown in there, beauty products all use similar looking models heavily airbrushed, a bright colour in the background, and often use lettering with little prickly bits on the end, and all the retail promotional material stuffs their pages with all their stuff on it with no spaces, with flashy star shaped graphics on top showing you the price discounts


see! They all look the same.


All they are communicating is what they do- which you knew already anyway. The visuals don’t add anything to the communication that you didn’t already know. And they definitely don’t help one to choose one over another.


The message this sends is that what you do, and what they do is identical- inviting a potential customer to go with whoever is cheaper


What we’ll do however is help you communicate visually what you do that’s different from what they do.








It may not be what you do that helps you stand out- it might be the manner in how you do it. We all would go with those who ‘get’ us if given the choice.


So naturally, to achieve this outcome, you need to know who you’re talking to. And not in a ‘women between the ages of 25-35’ kinda way.


We’ve probably all seen the stereotypical ways marketers attempt to talk to their audience, and it can be really off putting, and at times degrading.


I frequently notice advertisements speaking to those with a few more years on their clock like they’re slow and stupid- relying on stereotypes of those 60plus.


There’s one example that still stands out to me to this day for being especially cringe inducing. In my uni days, there was a bank campaign which was supposed to appeal to students, but was actually very insulting. It featured bogans and other related paraphernalia that portrayed students as the stereotypical binge drinking bafoons. The bank thought it was great- as evidenced by multiple self congratulatory promotional pieces in the media. Us students hated it as we didn’t see ourselves as primitive beings. We were there to study and create a better future for ourselves.








What’s the one message you need to get across, and what visual elements achieve this.


Like Pavlovs dogs, if you take one thing, and take another thing that’s usually unrelated, repeat the pairing of these 2 things together- then eventually you can build an association between two things that wouldn’t otherwise be related.


Want people to buy your brand of hot drinks all year round, and not just in Winter? Then how about using summery imagery in your visual identity? Your brand will probably come to mind first if someone’s hankering for a hot drink on a hot day






Can your audience make sense of what you’re saying?


There are a few ingredients that go into being clear.


We all know about the good old technical jargon- which is basically the modern day version of Shakespearean English. It’s hard to comprehend, and makes you tired just reading it.


The second most common way to confuse is by adding too much glitter. And by glitter I mean too much superfluous flourishes intended to add flair, but instead distract from what you’re trying to say. There’s clever. Then there’s too clever it’s dumb.


We also use what we call the One Jump Rule to make sure your audience can understand things they may not already be familiar with. This means that we introduce foreign concepts by relating them back to something that’s familiar- but this must be done in one step only. We find that when things can’t be explained in a simple ‘it’s like x, except y’ formula, then the comprehension gets lost.

More on that here






Not sounding too fake, salesy & stiff, and boring your audience to death!


Are you wanting to show how you utilize the best technologies to streamline your information across departments? Keep everyone in your company on the same page- no matter what department they’re from? Or maybe even using a tool to spread around the best gossip for all your colleagues to see- so you’ll always be up with the latest!


See what I did there?


It’s the same thing said 3 different ways.


So why not give your potential customers a taste of what it’s like working with you? (On a good day mind you)






Does your copy speak to what your target audience is looking to know?


Just how we can all get frustrated with banal messages you may see plastered on the internet, such as what someone ate for lunch, your customers may not care to know certain irrelevant details about what you do either.


Such as that old fable about drills and holes. Nobody cares about the rotations per second, the titanium coated swizzle bit, or whether you look hot holding it. It’s all about the hole. Can it make it or not?


And in other cases, things that you may not have thought were that important, actually are.

Like when I want to order pizza, but give up and call someone else after not being able to find the phone number.


Or what about what they’re after?


If a woman looking for a personal trainer has just given birth and is looking to shed a bit of her baby weight, does she really care to know or see pics of bulging biceps? Or someone entering their later years in life for that matter, and just wanting an exercise program to ensure they maintain their strength to do everyday activities for as long as possible?


No, they’re not. They are different audiences, with different needs, and should be treated as such.


We’ll help you choose who to speak to, find out what they need to know, then give it to’em!