Asset credentials-slideshare

Whether creating new brands, reinvigorating tired ones, developing annual reports and print communications or generating online environments; we enhance the value of brands and businesses through design.

identitylaunch

communication

online

particpation

revitalisation

language

brand strategy activation

interactive

environments

ecosystems

brief

research

develop brand assets

brandpositioning

designproperty

metrics brandassets

approach

ethics

values

pack

symbols

productimage

identity

mission

history

culture

equity

experienceexperience

voice

audience

reach

We believe design is an asset.

Every brand has to work hard to resonate and engage meaningfully with its audience.

To achieve this, Doppio employs a defined, holistic philosophy.

We believe design is an asset.

Simply put, developing design property for our clients increases their brand assets.

It’s an uncomplicated and relatable approach; no complex onions, no one-size-fits-all pyramid,

no inaccessible mathematical algorithms required.

This approach is particularly relevant to businesses; brand assets are tangible

attributes that add measurable value to a business and provide motivation to connect both internally and externally.

In order to build brand assets, we tailor a strategic approach to each business problem;

our mission being to intelligently execute design solutions for enduring impact and visibility.

Whether creating new brands, reinvigorating tired ones, developing annual reports and

print communications or generating online environments; we enhance the value of

brands and businesses through design.

Industry Setting

Gondwana Rainforests are a world-heritage listed series of rainforest areas along the NSW and QLD coasts. Spectacularly beautiful and entirely accessible, these places have the same world-heritage value as Fraser Island and Kakadu – but none of the consumer recognition.

Challenge

In Australia’s highly competitive domestic tourism market, the previous brand ‘Central Eastern Rainforest Reserves of Australia’ was limited in its capacity to compete with other high-value tourism experiences.

With very little brand awareness, there was an opportunity to rename and reposition the brand to improve awareness

and marketability. We needed to create a brand personality and profile that elevated appeal in order to compete with other tourism experiences and destinations.

Strategy

It was important to turn the brand negative into a brand positive: low awareness was turned around to be the discovery of an extraordinary undiscovered place. This enabled us to increase desirability of the destination, tap into a sense of awe and appreciation, and talk to local and international tourists who wanted to see the ‘real’ Australia before anyone else did.

Our asset-building process identified a number of untapped areas. The evolutionary importance of these rainforests, and

their physical relationship with the super-continent of Gondwana is an exciting value that sets these areas apart from any other World Heritage area in Australia.

A mosaic device underpinned the creative platform, conveying beauty and fragility – and also providing a connective device to visually unify the 14 separate sites.

Result

In June 2007, the name Gondwana Rainforests was officially adopted at the 31st session of the UNESCO World Heritage Committee meeting in New Zealand. We continue to work with UNESCO to develop the brand architecture and implementation across the associated sites.

Gondwana RainforestsAn ancient mosaic

In Australia’s highly competitive domestic tourism market, the Central Eastern Rainforests Reserves of Australia was limited in its capacity to compete with other high-value tourism experiences due to low brand awareness. However, it was this ‘undiscovered’ quality which presented the brand with it’s greatest opportunity.

Gondwana RainforestsBrand assets:

Client:

The Department of the Environment and Climate Change

EVOLUTIONARY EXPERIENTIAL EDUCATIONAL GEOGRAPHIC

Brand: Gondwana Rainforests

Industry setting

Baulderstone, formerly Baulderstone Hornibrook, is one of the oldest and largest players in Australia’s construction industry. The brand’s solid heritage and experience is evidenced through their creation of iconic landmarks such as the Sydney Opera House and ANZAC Bridge while also delivering sophisticated and highly complex infrastructure projects such as the Cross City Tunnel, the Melbourne City Link Project, and Port Botany expansion works.

Challenge

Baulderstone claimed to be ‘Creating what matters’, however, the brand was being underpinned by lifestyle focussed imagery and a tone of voice that did not support the complexity and sophistication of the major projects being

delivered. The change of company name was seen as a greater opportunity to signal a shift in business focus towards both its building and civil engineering portfolios.

Strategy

Our research with the Board and key stakeholders showed that the business had a robust strength but required a more business-savvy position that demonstrated confidence and acumen.

To uphold and articulate its ability to ‘create what matters’ at every level, the corporate logomark was subtly and effectively refreshed to define change whilst maintaining recognition – and was paired with a creative platform which drew on its heritage to amplify its ability to tackle complex and challenging projects.

Result

The Baulderstone business has held strong through an extremely turbulent period for the construction sector as a result of the GFC – in fact, Baulderstone were recently successful in securing their single largest project ever, the Port Botany expansion works.

Market response was positive and client expectations were exceeded. ‘We are only just beginning to realise the strength of the brand system that has been created’ Chris Reynolds, GM Corporate Relations.

BaulderstoneRebranding an industry icon

How to give new life to one of the oldest and largest brands in Australia’s construction sector? Baulderstone were positioned as the ‘smart’ player in the market – able to draw on its heritage to amplify its ability to tackle complex and challenging projects. However, the brand was being underpinned by lifestyle focussed imagery and a tone of voice that did not support the complexity and sophistication of the major projects being delivered.

BaulderstoneBrand assets:

Client:

Baulderstone

HEALTHY DRIVEN SMART

HISTORIC

COVER HEading

COVER HEading

COVER HEading

Brand: Baulderstone

Brand: Baulderstone

Industry setting

As the third oldest diabetes charity in the world, Australian Diabetes Council (formerly, Diabetes Australia-NSW) has been working hard for over 70 years to provide vital support to the largest diabetes member base in the country. As a 60 per cent self-funded charity, Australian Diabetes Council rely heavily on the support of their members and supporters to continue to provide emotional and practical support to all Australians affected by diabetes.

Challenge

In addition to the global health challenge, the Australian NFP market presented an enormous competitive set – a large number of which are operating within the highly politicised and fragmented health sector. To become distinctive

and engaging amongst such a sophisticated set, Australian Diabetes Council needed to adopt a more consumer-facing role to be considered a competitor for the donor dollar.

Strategy

To respond to these challenges the strategy recommended a name change to reflect the charity’s credibility and purpose – from the bureaucratic and geographically confusing, Diabetes Australia–NSW, to Australian Diabetes Council.

The new brand mark expresses unity, community and the progressive nature of Australian Diabetes Council. The kaleidoscope of shapes represents the diversity of the diabetes community and the wide range of education and advocacy products and services Australian Diabetes Council provides.

To respond to the members’ desires to obtain control and independence – the brand promise of ‘an everyday mentor’ was developed to cultivate a more symbiotic, reciprocal relationship. This positioning prompted the development of the tagline “a shared voice for diabetes” which provides a platform for advocacy programs and a greater sense of community.

Result

Australian Diabetes Council successfully launched the new brand during national Diabetes Awareness Week 2010. Initial internal and external feedback has been overwhelmingly positive with the new brand identity providing the platform for a more cohesive team internally, and a much clearer and consistent message for members.

Australian Diabetes CouncilThe everyday mentor

Diabetes is to health, what climate change is to the environment. A local and global epidemic and a UN Priority, Type 2 diabetes is Australia’s fastest growing chronic disease. One person is diagnosed with diabetes every seven minutes and, perhaps most alarmingly, for everyone who knows they have it, another has it but doesn’t know it yet. However, despite these staggering figures, diabetes remains widely misunderstood.

Australian Diabetes CouncilBrand assets:

Client:

Diabetes Australia–NSW

VITALHUMAN

ADVOCATE

CreativeSignage

Brand: Australian Diabetes Council

All deliveries toLoading Dock

26Arundel

Street

Brand: Australian Diabetes Council

Industry setting

Remedy Products are a range of homespun cleaning solutions for all the spills, splashes and little accidents around the home. Made with simple, non-toxic, ingredients and a range of eucalyptus oils, the products have been continually developed and refined by a mother and grandmother over the last 10 years.

Challenge

In a market increasingly flooded with environmentally safe products, it became necessary to differentiate and express the brand in a more meaningful and stylish way to the consumer. To promote the benefits of the products to a sceptical and demanding target market, both the name and design needed reinvigoration.

Strategy

Above and beyond its environmental properties—it was uncovered that scent and efficacy were important factors to consumers when it came to purchasing cleaning products. With eucalyptus oil being both the active ingredient and the signature scent, the name Remedy products spoke to both the active and passive attributes. Remedy is both the proactive solution and the natural panacea to all life’s little messes.

The philosophy of “Clean without harm” was also developed to speak to consumers who are concerned with the health of the environment and the health and wellbeing of their family. Coupled with a fresh, nostalgic creative execution, Remedy products embody the homespun origins of the products, with an invigorating twist!

Result

Though in it’s early stages, the feedback for the new brand has been overwhelmingly positive, both in additional focus groups and unsolicited online feedback. Coupled with this enthusiastic response, online sales and enquiries have also increased.

Remedy ProductsA sophisticated spin on homespun

In a market increasingly flooded with environmentally safe products, Remedy products needed to be differentiated and expressed in a more meaningful and stylish way to the consumer. To promote the benefits of the products to a sceptical and demanding target market, both the name and design needed reinvigoration.

Remedy ProductsBrand assets:

Client:

Remedy Products

UPLIfTINGNOSTALGIC

UNCOMPLICATED

dogswoolwoolwool dogsdogsdogsdogsdogsdogsdogswoolwool

Brand: Remedy Products

Parramatta Justice PrecinctUncovering the past

Industry setting

The 6000m² Parramatta Justice Precinct was the site of the first Colonial Hospital and the first tent Hospital dating back to 1790. The site now houses the new Family Court, Trial Court, Children’s Court and Attorney General’s Office, comprising three new multi-storey buildings, refurbishment to some existing buildings, new commercial structures and extensive civil and landscaping features.

The precinct will become one of the most significant employment generators for Parramatta and the Western Sydney region. The precinct has a five-star environmental rating, the first major government building in NSW to achieve this standard.

Challenge

Doppio was engaged to develop an identity and visual language for the precinct, which conveyed the historical and archaeological fabric of the site as an integral part of its contemporary redevelopment and reuse.

The design approach needed to engage and captivate a returning audience, maintain historical and archaeological factuality, and respond to the architectural and landscape context of the site.

Strategy

The site has a dramatic and somewhat gruesome history. Our approach was to present the site’s history in a subtle manner, revealing stories at different levels for those who used the site every day.

The interpretive elements are used to present these stories, some of which reveal archaeological remains and interpret public artworks.

The elements included artefact displays, foreshore signage and interpretive plaques, bronze paver castings, cast metal lettering, supergraphics and vinyl banners, presenting historic photography and commissioned illustrations.

Parramatta Justice Precinct has a dramatic and somewhat gruesome history. Our challenge was how to present the site’s history in a subtle manner, revealing stories at different levels for those who used the site every day? The design approach needed to engage and captivate a returning audience, maintain historical and archaeological factuality, and respond to the architectural and landscape context of the site.

Parramatta Justice Precinct*

Brand assets:

Client:

International Conservation Services

* Distinction award in environmental design at the 2008 Australian Graphic Design Association (AGDA) Awards.

ENGAGE CAPTIVATE

JUXTAPOSITION LAYERING

Brand: Parramatta Justice Precinct

Sett

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David Collins, Judge Advocate – Rose Hill


St Hilliers‘H’ for ambition

Industry setting

Established in 1989 by Proprietor Tim Casey, St Hilliers is one of Australia’s leading, private property groups providing expertise and services in property development, property funds management, contracting and asset management. At the time of this project the impact of the GFC was being fully realised by Australia’s construction industry.

Challenge

The challenge was to define the brand promise and reposition St Hilliers as a highly successful and ambitious player in Tier 2 of Australia’s construction industry. The milestone of their 20th year presented an opportunity to revisit and clearly define their position and promise to

the market. To do this necessitated a ‘front foot’ approach during a tumultuous industry period when many players were doing quite the opposite.

Strategy

St Hilliers were positioned as an agile, strong, and intelligent brand who were well-placed to challenge the big players and big projects in the market. The identity was reworked to feature a distinctive ‘H’ symbol, and the ‘Confidence/Trust/Vision’ signoff became an important component of all communications.

The creative was formulated around an angular design system that was applied to all touchpoints – online, offline, and importantly, onsite – effectively the largest advertising space for a construction company.

Result

The refreshed brand has redefined St Hilliers in the Australian market. St Hilliers CEO Tim Casey said: “20 years in operation was an important company milestone to reach. It is important to mark the start of the company’s next phase of growth into the next decade with a new brand that interprets our company’s values and culture, as well as representing our business strategy.”

The St Hilliers brand had grown organically over the years, based on mutually beneficial relationships with all stakeholders founded on respect and trust. However, to support future growth and reflect their evolution, St Hilliers needed to examine and evaluate whether their brand message was consistent and coherent across the different divisions and their business activities – internally and externally.

St HilliersBrand assets:

Client:

St Hilliers

BOLDAGILE

CONfIDENT

Brand: St Hilliers

Invitation

Invitation

DATE7.00pm Thursday 6th February 2010

[email protected] before 4th February

Smart attire required

We have the pleasure of inviting you to opening night at: Christmas

Cocktails at NIDA

sthilliers.com.au NEW SOUTH WALES / VICTORIA / AUSTRALIAN CAPITAL TERRITORY / QUEENSLAND

St Hilliers Construction Pty LimitedABN 60 082 594 563

NEW SOUTH WALES

88 Cumberland StreetThe Rocks NSW 2000

GPO Box 5370Sydney NSW 2001

T: 02 9259 5200F: 02 9259 5201

STH-Withcomps-ƒ.indd 2 29/3/10 3:20:56 PM

sthilliers.com.au

ST HILLIERS GROUP NEw SOUTH waLES

88 Cumberland Street The Rocks NSW 2000

T: 02 9259 5200 F: 02 9259 5201

VIcTORIa

Level 2, 460 Bourke Street Melbourne VIC 3000

T: 03 9607 5400 F: 03 9642 3044

QUEENSLaNd

Level 1, 189 Grey Street South Brisbane QLD 4101

T: 07 3212 6300 F: 07 3212 6301

aUSTRaLIaN caPITaL TERRITORy

Unit 2, 71 Leichhardt Street Kingston ACT 2604

T: 02 6239 5999 F: 02 6239 5399

sthilliers.com.au

02 9259 5200 Ground Floor, 88 Cumberland StreetThe Rocks NSW 2000

GPO Box 5370Sydney NSW 2001

Main:Fax:

Direct:

ODETTE DE CARLI

Accounts Payable Supervisor

[email protected]

02 9259 5201

02 9259 5229

St Hilliers Construction

VICTORIA

Level 2, 460 Bourke StreetMelbourne VIC 3000

T: 03 9607 5400F: 03 9642 3044

QUEENSLAND

Level 1, 189 Grey StreetSouth Brisbane QLD 4101

T: 07 3212 6300F: 07 3212 6301

AUSTRALIAN CAPITAL TERRITORY

Unit 2, 71 Leichhardt StreetKingston ACT 2604

T: 02 6239 5999F: 02 6239 5399

ProPerty reSULtS /

St Hilliers works with Council

ProPerty reSULtS /

Building the future

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ProPerty reSULtS /

St Hilliers works with Council


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SPotLIGHt oN /

Building the future


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Project UPdate /

South-East Melbourne, Victoria

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SPotLIGHt oN /

target returns



C/T/V/ St Hillers Newsletter

NeWS

Brand: Brand Name

Section 0.0

St Hilliers Brand Guidelines

Section 2.5Section 2.4

Invisible design Design elements

A distinctive feature of St Hilliers graphic language is the grid system. This system provides a sound basis to help us maintain brand consistency across our documents – it also allows for creative and dynamic design.

The distinctive elements of the St Hilliers brand are geometric shapes derived from the same grid as the ‘H’ symbol. Rules for their application are provided on the following pages. This grid is provided as a base files to all electronic templates - please work from this and do not redraw.

THe ST HIllIerS AnGleat every opportunity and in all st Hilliers applications, we leverage the 16º angle from the logoform to other design elements, in order to reinforce the brand.

Brand: St Hilliers

1

2

Section 3.8

1

Logo positioning Where possible, site shed signage must appear at eye level or above. In cases where this isn’t practical, logo must appear as close to eye level as possible.

2

Signage ElementsThe recommended appearance for our sheds is based on the ATCO white and St Hilliers orange Colorbond colour scheme.

Site BrandingConstruction Site Sheds

The St Hilliers logo should be applied either as a vinyl decal sticker or on white panels fixed to the shed.

St Hilliers Site Branding Guidelines

Special Olympics AustraliaI am, I feel, I will, I can, I choose…

Industry setting

Special Olympics are a global not-for-profit organisation whose central goal is to transform the lives of people with an intellectual disability through participative sport. Each week in Australia, dedicated volunteers provide quality sports training to almost 4000 athletes in over 250 sports clubs across the country. Those who participate in Special Olympics improve their fitness, develop greater self-confidence, and grow socially and spiritually.

Challenge

Although Special Olympics Australia is intended to be positioned as a way to support people with an intellectual disability through sport, external perceptions are very different from ‘on the ground’ operations.

A majority of these misconceptions are as a result of the organisations name – the use of the word ‘Olympics’, while an overwhelmingly positive association, implies that it is solely an elite event occurring every four years. While the word ‘Special’ has many negative associations, which contribute to the segregation of people with an intellectual disability.

Strategy

In order to create a brand which breaks through common stereotypes and empowers people with an intellectual disability, the brand promise of ‘Reach your personal best’ was developed. This positioning became a vital building block for the articulation and expression of the brand, allowing the individual and unique stories of Special Olympics Athletes to come to the forefront in order to further break down audience stereotypes.

A series of affirmation prompts were also developed to create a motivating language across communication items. They were created to increase brand awareness and encourage participation across all audiences – a way for everyone to express who they are and who they want to be.

Result

Overall, the new positioning created an exceptionally strong platform, which all audiences could engage with. From their fund-rasing focus, to their volunteer network, to their corporate partners, ‘Reach your personal best’ provided motivation for all audiences to positively align themselves with Special Olympics Australia. After all, who wouldn’t want to reach their personal best?

There are still widespread misconceptions and stereotypes about people with an intellectual disability. They are often denied opportunities to explore their potential because it is assumed that their capabilities are limited. The Special Olympics Australia brand had the potential to break through common stereotypes though empowerment.

Creative platformSpecial Olympics Australia brand evolution

28

Special Olympics AustraliaBrand assets:

Client:

Special Olympics Australia

BELONGING GROWTH

EXPRESSION


45


45


43


43


Special Olympics is the not-for-profit organisation that transforms the lives of people with an intellectual disability through regular sports participation and competition.

Despite some common misconceptions, Special Olympics is not one single event and it’s not just for elite athletes.

Special Olympics is the not-for-profit organisation that transforms the lives of people with an intellectual disability through regular sports participation and competition.

Despite some common misconceptions, Special Olympics is not one single event and it’s not just for elite athletes.

Instead, our volunteers provide sports opportunities for all people with an intellectual disability, regardless of their skill level, and they do this every week of the year in communities right across Australia.

42

A program providing

sport and healthy living

opportunities for people

with an intellectual disability

Special Olympics Australia

COMMUNITY SPORTS LINK

2010 TMA Sportsman’s Lunch

Brand: Special Olympics

ConsusStorage Networking Industry AssociationIndustry event brand development and activation

ConsusBrand assets:

Client:

Storage Networking Industry Association

PINNACLEASTUTEREADY

ELEVATING

Brand: Consus

Cure CancerPicking winners in the race for a cure

Industry setting

Cancer fundraising by not-for-profit foundations and charities is an essential and critical part of the cancer control effort in Australia. Cure Cancer bridges a critical gap in the cancer research segment by funding talented young post-doctoral researchers at the start of their careers – when they need it most. This money has been strategically targeted to support young researchers with innovative ideas, enabling them to pursue projects identified by the wider community as most promising in their potential to cure cancer.

Challenge

In the NSW cancer charity segment alone there are over 100 organisations competing for awareness and the donor dollar. In addition to this market saturation, there is very little differentiation amongst competitors in this highly emotional set leading to charity fatigue and an emotionally overwhelmed audience.

Furthermore, Cure Cancer was suffering its own identity crisis. In addition to confusion about its own narrative and purpose, and a lack of a defined brand personality – there was an obvious disparity between brand communications, often lost in ‘board-speak’ and the organisations activities, which are resoundingly progressive.

Strategy

A more active language was required to spur a more meaningful and relevant dialogue with the audience. By focussing on the quality of new, fresh thinking, the brand position of ‘Green-lighting cancer research’ was developed to act as a springboard from which all messaging was derived.

The tagline ‘The cure starts here’ is the embodiment of this positioning, which invites the audience to focus on the cure, not the tragedy. In addition to this, the researchers stories and ideas were highlighted in order to provide a more tangible connection with the audience.

“I’m sorry, you have cancer” – 1.4 million people a year have to hear this news as the search continues to improve prevention, detection and treatment outcomes for patients with cancer. However, questions are often raised about the number of cancer charities in Australia. What do they all do? Why are there so many organisations? We set about to cut through consumer charity fatigue to reposition one of Australia’s most progressive and vital Cancer Charities.

Cure CancerBrand assets:

Client:

Cure Cancer Australia foundation

CHAMPIONRELENTLESS

BRAVEEXPLORATION

Dr Andrea Markus wants to understand how and why genes are regulated differently in cancer cells. She will investigate some of the factors that can derail on the complex track from gene to protein and will look at their involvement in the development of cancer.

For more information or to make a donation visit

Dr Nikolas Haass knows melanoma is the most aggressive skin cancer and is highly resistant to conventional therapy. He wants to establish a more specific targeted therapy inhibiting certain mechanisms in tumour cells and tumour stem cells to block melanoma growth and spread.

For more information or to make a donation visit

Brand: Cure Cancer Australia Foundation

Doppio Pty Ltd abn. 23 092 390 979

Street addressStudio 2.12 22–36 Mountain Street Ultimo NSW 2007

Postal addressPO Box 841 Broadway NSW 2007

Telephone 02 9212 0405 Facsimile 02 9212 1400

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