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.

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.

Bakers Delight Recipe Development, Food Styling & Photography

Recipe Development, Food Styling & Photography

Bakers Delight

Brief
We all know how delicious and ample the product selection at Bakers Delight is. It’s so ample in fact that the product offering has been split into three pillars to aid purchase decisions for their customers, these pillars are ‘Everyday Classics, Health Solutions and Artisan Collection’ each with their own core colour and photography style. In order to launch and communicate this new pillar system, a fresh and delicious new image library was required.

Solution
Red Crayon shot and produced a number of still photographs showcasing the products, which sit in each of these new pillars. Along with product and range photography, new and delicious recipes were created and carefully crafted, showcasing the specific product with sumptuous fillings highlighting the pillars assigned colour.

Each pillar has a specific style, ‘Everyday Classics’ is relaxed and fuss free with cherry toned accents. ‘Health Solutions’ is bright, fresh and identifies as a clean/healthy solution, highlighting a peach colour. Finally, the ‘Artisan Collection’ is dark and moody, featuring rustic tones and black highlights.

Result
The three pillars are now in the market and have been rolled out through various mediums, the community feedback has been overwhelmingly positive. These three pillars have made identifying products simple – enjoying delicious Bakers Delight products just got easier!

Services
Photography, Recipe Development, Food Styling & Post Production.

Bakers Delight WHOLESOME LIVING RANGE

WHOLESOME LIVING RANGE

Bakers Delight

Brief
Post the launch of the new Wholegrain Lo-Fo Loaf, the entire Wholesome Living Range was re-launched into the market. This called for new photography and updated styling of the product range to appeal to parents and children alike.

Solution
Red Crayon shot and produced a series of still and GIF images to use throughout the Bakers Delight social media platforms.

A colour coding system was created to differentiate between the core product pillars, each product was heroed with it’s relevant colour to aid in product recognition and recall. These were also supplemented with props to reinforce the unique attributes of each product.

Beyond this, health conscience recipes heroing the product range were also created and photographed for use on Bakers Delight recipe hub.

Result
The Wholesome Living Range is now in market, the community feedback has been overwhelmingly positive, now everyone can enjoy Bakers Delight products!

Services
Campaign Strategy, Photography, & Social Media.

Bakers Delight Kick Start Franchise Re-Launch

Kick Start Franchise Re-Launch

Bakers Delight

Brief
Bakers Delight runs two streams of Franchise recruitment, one external, the other internal. Whilst external recruitment tends to receive more love, it was identified that conversions of internal leads proved more plentiful. As such the internal franchise model and collateral needed a solid strategic approach and visual refresh.

Solution

Red Crayon is engaged ongoing as the custodians of the internal recruitment process for Bakers Delight, Kick Start. Red Crayon reworked all of the Kick Start communications, from rebranding to a fresh visual language though to copy writing, photography, storytelling, videography, design and rollout.

By showcasing Kick Start graduates through storytelling of their experiences, prospective students are able to gain insights of what the program involves and the successes that can be achieved. This was communicated via short films of graduates in their own bakeries, information booklets, EDMs, information nights and pathway collateral.

A simple yet powerfully engaging strategy, which has proven to be the perfect recipe!

Result

The Kick Start program has seen bolstered enquiry and conversion since re-launching with this new strategy and refreshed visual style.

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.

IMG Events – Melbourne International Flower & Garden Show

Melbourne International Flower & Garden Show

IMG Events

Brief
IMG is a global leader in sports, fashion and media.
For the seventh year in a row, Red Crayon were asked to develop the Melbourne International Flower and Garden Show event creative and advertising assets.

Solution
A series of event concepts were developed and the chosen concept refined and adapted for a full set of event creative and advertising across TV, radio, press advertising and online advertising.
The chosen concept plays with seasonal pastels offset against native flora. Akin to the combination of mediums to really immerse your senses.

Result
The Melbourne International Flower and Garden Show continues to be in the top five flower and garden shows in the world. Another result we’re very proud of.

Services
Campaign Creative, Collateral Design & Content Creation.

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.