Regis Aged Care – Annual Report

Annual Report

REGIS AGED CARE

Brief
Red Crayon was appointed by Regis Aged Care to produce their end of financial year publication suite including the Annual Report, Corporate Governance Statement, Modern Slavery Statement and Notice of AGM. The brief was to truly encapsulate Regis’ history of people and care within the report, to produce a refreshed and refined series of brand aligned documents.

Solution
Through a series of in depth, collaborative meetings with Regis’ senior leadership team, Red Crayon unearthed the key themes of people, care, respect, heritage, resilience and dignity. The Annual Report design and copy was bought to life with a strong focus on residents, staff and quality of care through the use of emotive full bleed imagery, vector illustrations and a considered tone of voice. The three smaller documents took on a more corporate approach whilst maintaining a consistency of design.

Result
The refined and refreshed publication set was well received by Regis, their shareholders and the general public. We look forward to evolving the publication theme over the coming years.


Services
Design, Copywriting & Collateral

Curve – Rebrand and Rollout

CURVE – REBRAND & ROLLOUT

CURVE

Brief
Curve Accountants are a bespoke leading accounting and advisory firm, servicing small and medium businesses and the medical industry up and down the eastern seaboard. Our first charge was to evolve the Curve brand to ensure it aligned with the most deeply held values of the business. With a recent unsuccessful rebrand already completed, the challenge was not to be underestimated, how do we unearth a visual language that speaks to both the industry and the target market, that also resonates internally.

Solution
An in depth brand strategy workshop was held with key stakeholders to unearth the core brand values and collaborate on the manifestation into the brand creative and visual communications. Our collaborative approach saw us finding that the brand must be lead with more emotion and connectivity.

The new brand was positioned “Invested in you”. To roll out the new brand positioning across all creative assets, an on location shoot to capture lifestyle imagery and footage was completed. The stills were utilised across both print and digital materials including and remain the core component of the brand asset library to date. The footage was edited into an emotive brand film and 3 shorter service based edits to be utilised in social media advertising.

Result
The revived modern and warm, yet professional visual language was extremely well received by the client and their respective clients. We are now working on taking this fresh brand to market with a digital media approach so stay tuned for more!

Services
Brand Strategy, Brand Creative, Collateral, Video Production.

Tasracing Summer Racing Campaign

Tasracing Summer Racing Campaign

Tasracing

Brief
We were lucky enough to win a competitive pitch for the Tas Racing annual Summer Racing Carnival campaign. The Summer Racing Carnival encompasses multiple racing events over the Summer months and we were charged with promoting the overarching carnival with a heavy focus on an uplift in ticket sales to the three major Cup Days; Devonport Cup, Hobart Cup & Launceston Cup.

Solution
In collaboration with Tas Racing, it was identified that the audience with highest propensity to purchase were millennials with a strong interest in their own personal brand, closely followed by young families who want to enjoy a family friendly day out. We wanted to disrupt the perception that the events are only for those with a keen interest in thoroughbred racing. The overarching campaign message of “ Indulge your senses “ was developed to ensure we can encapsulate all of the exciting elements of the events with segmented sub messages that talk to our multiple audiences and ultimately still tie back to the master campaign.

The creative was developed with a similar notion in mind; showcasing iconic Tasmanian produce, native flora, and the rolling hills intertwined with the track and race goers in one key campaign visual was pivotal. The channel plan was devised strategically to ensure maximum reach across Tasmania and Victoria(for the first time!) The creative concept was adapted and rolled out across TVC, press, billboards, digital display ads, Spotify and OOH.

Result
The 2019 Summer Racing Carnival was hugely successful with a boost in online ticket sales across the board. The creative was well received by the Tasmanian audience and the client alike. With a heavy focus on digital media, we now have a data set to build upon and re-market to into the future.

Services
Campaign Strategy, Campaign Creative, Content Creation, Media Planning & Buying

Rapid Hardware Group – CatRoller Campaign

CatRoller Campaign

Rapid Hardware Group

Brief
Red Crayon was engaged by Rapid Hardware Group, an Australian owned manufacturer and supplier of hardware products, to develop and launch their new pet product brand, Cat Roller.

Our task was to launch their new product into the market including the development of all brand assets, packaging and a digital launch campaign.

The aim of the campaign launch was to increase awareness of the brand, encourage landing page views and click-throughs to the Bunnings website, where users could then go on to purchase the product.

Solution
The branding and logo we created carried a fun and charming identity. We wanted the overall branding to make cat lovers smile, the same way a funny cat video does. As the illustration in the logo is lively and animated, we went for a simplified colour palette of orange variations, to ensure we weren’t adding too many colours to an already animated and lively brand. The branding was carried through a number of different assets including packaging, an instruction manual, an instruction video and advertising campaign creative.

We know that cats can be cheeky escape artists, so we decided to bring out this playful nature and engage the audience through a fun illustrated visual. The established features and benefits of the product were featured heavily throughout the creative to further cement that the product is an easy DIY solution that is simple and effective at keeping your cat safe. The creative ran across carousel and video formats on social and 6 Google display formats.

To support the advertising campaign, we also crafted a 9-week content plan with artwork for the Cat Roller Facebook page.

Result
The fun and playful branding that was rolled out across product packaging was well received by the client.

The four-week advertising campaign launched at the end of 2020 and was very well received by the target audience. The campaign saw a social click-through rate of 3.05% and a display click-through rate of 0.10%, both above industry standard. Traffic was led to a campaign landing page where the audience could then click through to Bunnings Warehouse and purchase the product.

Services
Brand Creative, Advertising, Campaign Creative, Copywriting, Production, Media Planning & Buying

Melbourne Montessori School – Campaign

Student Acquisition Campaign

Melbourne Montessori School

Brief
Melbourne Montessori School engaged Red Crayon to develop a campaign with the goal of increasing awareness and boosting enquiries for school tour bookings and enrolments.

The school wanted to improve awareness of the Montessori teaching philosophy that so many parents are not aware of. They wanted to ensure that potential parents had a good understanding of the benefits this type of education has, with the single-minded proposition that Melbourne Montessori School prepares children for the future of work.

Solution
We created a campaign that positioned Melbourne Montessori School as ‘the best kept secret’ in education for your child. The overarching call to action for the campaign encouraged parents to take a tour where they will discover the difference and benefits a Montessori education could offer their child. The campaign was aimed at parents of toddlers and senior school students, driving enquiry to two of the school’s key programs: early learning and IB.

To promote the early learning classes and IB program, we developed two sets of creative to run across a 6-week digital and social campaign. We showcased students engaging in their Montessori learning and paired this with the Montessori green, a strong visual brand cue for the school.

Result
The overall messaging and creative was well received by the client who felt we were able to successfully communicate the benefits of a Montessori education in a succinct way.

The campaign performed above benchmarks with a click-through rate of 0.09% for display and 0.28% for social. The campaign landing page received a total of 2,553 page views from the digital ads. The school also received a higher number of phone enquiries than they usually would during the period that the campaign was live. Many individuals who called the school had not heard of Montessori education before, confirming that the campaign increased awareness of the school.

Services
Strategy, creative, digital media, copywriting.