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

Knox Ford – Lead Generation Campaign

LEAD GENERATION CAMPAIGN

KNOX FORD

Brief
Knox Ford came to us looking for a digital solution to generate leads for their multiple dealership sale events. Our first charge was to develop and run a localised campaign to drive leads and support the 8-Day SUV Value Sale event in dealership. The short campaign was to run over the 8-day sale period, with an objective of driving awareness and generating leads for phone qualification and in dealership conversion.

Solution
A geo-targeted lead generation campaign was developed for Instagram and Facebook; including an in platform lead form. Two ad sets were carefully crafted for AB split testing, including a specific price point driven static carousel and a generic offer based video.

Engaging creative and a sense of urgency established through ad copy were compelling reasons to engage and click, which can be seen in the post campaign results.

Result
The lead generation campaign saw quick results, generating multiple high quality leads over the short period in market. A secondary bonus was the amount of audience data we were able to collect, we are now able to utlise look a like audience targeting, which will only further improve future campaign results.

Services
Campaign Strategy, Campaign CreativeContent CreationSocial Advertising

Little Big Branding, Strategy & Launch Campaign

Little big branding, strategy & launch campaign

ASG

Brief
ASG has helped families to plan and save for the cost of education since 1974. We were successful in a competitive pitch to work with ASG on bringing a brand new product suite to market. The new lending type product was the first of its kind for ASG, as such the suite required a new naming convention and look and feel to be developed and rolled out across a suite of assets for launch.

Solution
We wanted to simplify the sometimes-complex product and help inject personality through a creative naming architecture that could be adopted across other product suites in the future, to do this we developed The Little Big Helper Funds which encompassed the two lending products; Little Big Tuition and Little Big Extras. We brought the product set to life through the use of bright block colours and heavy black text. The Little Big concept was so well received by the client that the project scope was broadened to include a total product overhaul inline with the Little Big concept.

To roll out the concept across all products and creative we completed a studio shoot and 2 day on location shoot, to capture studio and lifestyle shots and footage to create simple product explainer videos. The stills were utilised across both print and digital ad materials and remain the core component of the brand asset library to date.

Result
The refreshed, modern and youthful visual language was achieved and extremely well received by the client. We have since gone to market with additional campaigns in this new visual language style and there are many more to come!

Services
Brand Strategy, Branding, Marketing Strategy, Campaign Creative & Video Production.

Estia Health Brand Custodian

BRAND CUSTODIAN

ESTIA HEALTH

Brief
Estia Health is one of the largest aged care providers in Australia with over 70 homes across Victoria, South Australia, New South Wales and Queensland.

Following a brand refresh and a logo update, Red Crayon has worked closely with Estia Health over the past two years to update all of their existing collateral, including stationery and digital assets.

Red Crayon had also created a myriad of new materials for Estia Health, including their 2015/16 and 2016/17 Annual Reports, Guide to Aged Care booklets, Network brochures and Individual home trifolds to name a few.

Solution
Red Crayon’s long-term relationship and understanding of the brand style ensured that a common theme and consistent design elements are carried through to all aspects of the collateral created.

Result
A considered, visually-engaging  and brand centric set of collateral that represents the Estia Health brand.

Services
Brand Strategy, Branding, Collateral Design & Copywriting.

M.E.B Foods Rebrand & Rollout

REBRAND & ROLLOUT

M.E.B. FOODS

Brief
M.E.B. Foods has been baking fresh, quality bread since 1969. M.E.B. Foods stand proud of their vision to produce no preservatives or additives bread, made with 100% Australian ingredients right here in their factory in Melbourne.

Our brief was to carry out a complete rebrand which included the redesign of their entire suite of packaging, including their well-known Khobz pita bread. Furthermore we were tasked to design and build a new website that showcases their products, provides recipes and lists stockists to purchase the products.

Solution
Red Crayon shot and produced a series of images to use throughout the website, including a vibrant large table spread to encompass the act of ‘Sharing the Table’.

This vibrant style of photography was carried throughout the website, paired with intuitive UI/UX design to create a high impact, easy to navigate user experience.

A new range of packaging was also created to take the rebrand look to market – Lookout for them in all major retailers – perhaps even pop one in your trolley to share with your family tonight!

Result
Reinvigorating an old favourite is always a challenge, but with shared ideas and a united visions both M.E.B. Foods and Red Crayon are very proud of the final product.

Services
Brand Strategy, Branding, Digital, Photography & Copywriting.

Melbourne Rebels 2018 Season Launch

2018 SEASON LAUNCH

MELBOURNE REBELS

The Brief
Develop an exciting campaign message to launch the 2018 Melbourne Rebels season and bring the message to life through the creative development of a multitude of online and offline assets.

The objectives were plentiful:

  • Launch & Sell Membership
  • Generate brand awareness
  • Engage Stakeholders
  • Format the consistent base imagery for the year’s communication

The Solution
With the Rebels coming off a tough 2017 season, we developed a campaign that really spoke to existing membership base but also a wider network of Melbourne sport enthusiasts. The “Never Back Down” message was born and brought to life through daring and unapologetic creative, anchored on the Rebels signature shield. We designed a consistent set of artwork to be used across multiple different channels throughout the 2018 season including social media graphics, website banners, EDM templates and membership merchandise packs.

The Result
A revived and refreshed brand message has re-ignited the engagement in Rebels fans across Victoria. The provision of a succinct campaign position and accompanying creative collateral allows the Melbourne Rebels team to walk confidently into the 2018 season.

Services
Campaign Strategy, Campaign Creative, Content Creation & Copywriting.

YARRA VALLEY SNACK FOODS BRAND STRATEGY & POSITIONING

BRAND STRATEGY & POSITIONING

YARRA VALLEY SNACK FOODS

Brief
Yarra Valley Snack Foods have been producing better for you snacking products under three core brands and multiple private labels since 2003. Along the way the corporate identity and subsequent brands have evolved naturally however they now require some direction to keep them on track into the future making sure that the business is able to stride successfully into the next phase of growth.

Solution
Brand Strategy and Positioning
With the revolution in customer behavior and the power shift in regard to voice and choice it has become imperative for brands to connect with consumers on a deeper level to stay relevant. By being clear and concise about what a brand believes makes it significantly easier for potential customers to measure their own beliefs against that of the brands and in turn, if aligned to build a ‘real and meaningful connection’. Multiple in depth, collaborative workshops were held to unearth the core brand belief for Yarra Valley Snack Foods and it’s subsequent consumer brands; Tyrrells, Wholesome Food Company and Thomas Chipman.

Corporate Brand Film
The production of a new brand film, illustrating the strategy and positioning of all three brands was pivotal to internal and external stakeholder buy in. The production of this mini film saw us venture to the famous rolling hills of the Yarra Valley to capture the magic of the destination that is so pivotal the corporate identity.

Result
A clear and concise direction forward for the business and brands alike has been achieved. Accompanied by a unique and memorable brand film that explains the new direction to existing and new stakeholders. We now have a solid foundation to build upon with new packaging and marketing campaigns in the works!

Services
Brand Strategy & Video Production.