a closer look at a big year
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block branding 2015 — a closer look at a big year
29 25 — New Employee: Louis Boys
— Launch of the new brand identity for Margaret River Busselton Tourism Association (previously MRBTA)
25 —
28
Carolyn Hall presented at the Perth Fashion Festival Q&A session
— Staff Birthday: Jessica Hockey
27
— Staff Birthday: Mark Braddock
18
— New Business Win: BaileyHenry Capital Management
— City of Mandurah launch of Internal Communications strategy
— New Business Win: Demeter Wealth Management New Business Win: Royal Agricultural Society of WA
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15
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13
— Staff Birthday: Angela Palandri
— New Business Win: Bike Valet
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Presented new identity to Royal Agricultural Society of WA
New Business Win: Nobel Group
05 — New Business Win: Fashion Council WA
jan
feb
mar
apr
01 — Block’s 13th Anniversary
06 —
17
may
jun
04
06
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New Business Win: Kailis Jewellery
New Business Win: Content Living
New Business Win: City of Mandurah
— New Business Win: Margaret River Busselton Tourism Association
9 —
26 — PADC AGM: Mark Braddock returned as President for second term
Diamond Skull Awards: Past employees Nathan Teoh & Maegan Brown named Diamond Skulls Finalists Melita Masters named Copywriter of the Year
16 18 — Block launches the new brand identity of Fashion Council WA
— New Business Win: Öopenspace
2015 — a closer look at a big year block branding
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31
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New Business Win: Lakeside Joondalup Shopping City
Campaign Event: The World’s Longest Catwalk hosted by Lakeside Joondalup Shopping City
23 —
19
14
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The Block team attended the PADC Skulls 2015 Awards Night where Block was the fourth most awarded agency
Jessica Hockey and Giulia Palandri attended the IPA Leadership Course in Melbourne
New Business Win: Celebrate WA
14 — Mark Braddock attended the Australian Graphic Design Forum & Awards
08 — New Employee: Daisy Bridgwood
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04
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New Employee: Giulia Palandri
Staff Anniversary: Jessica Hockey (1 year)
jul
aug
sep
oct
11
04
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Staff Birthday: Carolyn Hall
New Business Win: WA Super
14 — Mark Braddock judging the AGDA Awards in Adelaide
31 — New Business Win: Momu — New Business Win: Anda Luxury Expedition Yacht
nov
dec
06 — Staff Birthday: Tanya Sim
13 — Mark Braddock judged the Design Institute of Australia awards in Perth
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block branding 2015 — a closer look at a big year
Where do we come from?
T
hirteen years ago, we started with one client, two people and a big dream to do great work with good folk. From our inception we have sought to create an agency that challenges the premises on which traditional advertising and graphic design businesses are built. We’ve always considered ourselves a ‘challenger’ agency. The notion is baked into the very essence of our business. Our long-term-focused brand-planning approach has always singled us out from the campaign thinking of traditional paid-media-centric advertising agencies. Block is an integrated agency in the truest sense of the cliché; while others are now talking about breaking down account management, planning, creative and production ‘silos’, Block never built them in the first place. 2015 will go down as one of the milestone years in the evolution of Block. We once again re-engineered our business to continue to respond to the shape-shifting nature of modern communications, with our resulting structure delivering excellent financial returns.
2015 — a closer look at a big year block branding
The year in review In 2014 Block recognised a shift in the
landscape in WA. First amongst these
In a media world that is in a phase of
market and, as has always been the
changes was the increased demand for a
hyper-evolution, we believe the ability to
case, our agile structure allowed us to
just-in-time, reactive production model
open up and to truly collaborate will be one
re‑engineer ourselves to better service
that would allow Block to deliver communi-
of the key determinants of success in our
our clients’ needs.
cations in an accelerated way to respond to
industry over the immediate future.
the instant nature of social and digital media. The result was a bumper 2015 for Block not
These changes have not only led to a more
only in terms of financial achievement, but
Through a refined structure centred on a
dynamic work environment at Block, but
also new business success in what many
core team of dedicated project, strategic
have also paid dividends in terms of
have described as a challenging market.
and creative management professionals
business performance.
we have created a ‘Hollywood’ workflow. Because of our nimble nature, Block was
Whereby Block scales up and down through
able to respond rapidly to changes in the
the engagement of freelance specialists and
nature of the marketing communications
like-minded alliance partners depending on the nature of specific projects.
Business performance 2015 was a phenomenal year for Block
sustaining a large and, often times,
be in a state of constant flux our
financially, creatively and operationally.
inefficient operation.
commitment to maintaining levels of client
We decided to build something special so they would come, and come they did.
service and creative output remains In an increasingly competitive remuneration
undiminished and this has been reflected in
market, this model permitted Block to raise
the creative work produced by the agency
We challenged pre-conceived notions of
levels of profitability across the agency’s
and also on the balance sheet.
what a creative agency should be and how
income streams, as well as, attract business
it should operate and broke away from the
traditionally associated with bigger
New business growth was and remains
limitations of convention.
agencies with significant client wins such as
incredibly healthy, and this, combined with
Margaret River Region, Lakeside Joondalup
the opportunities afforded by the
and Momu.
expansion of existing clients, generated
We were adamant about maintaining a strong but small core team while embracing
incredibly positive financial results in 2015
collaboration with partner agencies and
Furthermore, as clients increasingly value a
and, just as importantly, created a solid
some of the smartest creative and strategic
stable and committed team of people
platform for even more growth in 2016.
minds working in the industry today.
dedicated to their business, Block viewed our ability to maintain staffing levels
This allowed us to be versatile and adaptive
throughout the year as a significant
and provide our clients with exactly what
performance indicator.
they needed when they needed it without the costly overheads associated with
Whilst our industry continues to effectively
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block branding 2015 — a closer look at a big year
Who do we think we are?
I
nline with the evolution of the
diverse in experience, but all members share
Block business model as previously
an unwavering passion to deliver well-
discussed, our full-time headcount
considered communications.
reduced this year as we placed larger resources into our project management
Discussion and debate is at the core of
capability. This capability enables the
our philosophy and while this could be
agency’s size to increase three or four fold as
confronting for some, we believe it creates
project delivery demands require.
work that is stronger for the ‘stress testing’ it has undergone before it sees the light
Our small, but mighty, team is incredibly
of day.
staff training initiatives:
community support:
– Ad School: 2015 Copywriting course hosted by Malcolm Maclean Attended by Louis Boys
– Borderless Friendship Foundation: Our efforts helped raise over $20,000 for the foundation.
– Emergence Creative Festival Attended by Mark Braddock – IPA Leadership Course in Melbourne Attended by Jessica Hockey and Giulia Palandri – AGDA Forum in Sydney Attended by Mark Braddock memberships: – – – – –
Account Planning Group Australian Graphic Design Association Australian Institute of Marketing Communications Council Perth Advertising and Design Club (Mark Braddock, President)
– Breast Cancer Network Australia: Block continues to support their events. – Cancer Council Australia: Throughout the year we made donations up to $1,000. – Highgate Primary School: Tanya Sim acts as the Chair of the School Board. – Rocky Bay: Carolyn Hall acts as a Non-Executive Director. – An Internal Difficulty, Australian Artists at the Freud Museum: Block created all marketing materials, including the catalogue, invitation and grant material. – The Australian Liver Foundation: Jessica Hockey participated in the City Run fundraiser and raised over $4,000.
Agency Partners We’re smart enough to know we can’t do everything. That’s why we turn to the best in the business to partner with Block.
agency partners: – Starcom Media Media Planning and Buying – Humaan Web Development – Kolektiva Creative Development – Metrix Research – The Office of John Cheese Post-production and Retouching – Detail MC PR and Social Media
2015 — a closer look at a big year block branding
Our Team fulltime staff:
casual/contract staff:
– – – – – – – –
– Christopher Young, Artworker – Zoe Baginski, Bookkeeper
Tanya Sim, Co-founder and Managing Director Mark Braddock, Co-founder and Creative Director Angela Palandri, General Manager Carolyn Hall, Business Strategy Director Jessica Hockey, Account Manager Giulia Palandri, Account Manager Louis Boys, Creative Daisy Bridgwood, Account Coordinator
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block branding 2015 — a closer look at a big year
Our Clients
W
e work with clients we like and do work for them that we’re proud of. Block has enjoyed one of their most
successful years in terms of growth from new business and existing clients. We don’t just measure our success by the number of wins we have, but by the quality and quantity of the work we produce.
current clients include: – – – – – – – – – –
Bike Valet City of Mandurah Demeter Wealth Management Feral Brewing Company Greater Curtin (Curtin University) The Goods GM Property Kailis Jewellery Leadership Western Australia Lakeside Joondalup Shopping City
– Match Group – Momu – Open Corp – Venues West – WA Super – urbi
2015 — a closer look at a big year block branding
expansion from existing clients:
new business wins:
2015 saw the commencement of Greater Curtin Stage One, the initial roll-out of Curtin University’s 20-year masterplan. Block’s involvement in this project has spanned three years and sees us produce all communications relating to the plan. We also saw our relationship with Curtin’s Property, Facilities and Development Department (the largest of the University’s departments) strengthen as we worked with them to develop their internal brand and stakeholder engagement.
– Anda Luxury Expedition Yacht – Bike Valet – BaileyHenry Capital Management – Celebrate WA – City of Mandurah – Demeter Wealth Management – Fashion Council WA – Momu
Block was instrumental in the re-engineering of longterm client The Match Group into The M/Group. Block developed the brand structure of the Group’s integrated businesses including their apartment development brand Match which introduced a revolutionary new product branding system known as the M/Series.
– Lakeside Joondalup Shopping City – Margaret River Busselton Tourism Association – Nobel Group – Öopenspace – Royal Agricultural Society of WA – WA Super
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block branding 2015 — a closer look at a big year
01 Your Margaret River Region — Strategy, Brand Identity and Communications Launch
How do you truly capture and represent one of Australia’s most diverse and beautiful regions? Following the decision to merge the South West region’s two competing tourism boards, a single brand was needed to represent the Margaret River Region. The new brand had to appeal to a broad audience – not only locally, but to interstate and overseas markets. In a diverse region where everyone can have their own unique adventure, the proposition of Your Margaret River Region was developed.
The thumbprint forms the basis of the identity, representing the intersection of the stunning geography and landscapes, yet also capturing the truly personalised journey anyone can have in the region. The intersection of each of the thumbprints promote the brand as far more than a wine region – each representing a different element of the region. The outcome is a brand that is ownable by each and everyone who visits the region – truly making it Your Margaret River Region.
The Your Margaret River Region launched in June 2015 to a local, international, and overseas audience. The identity is a part of a long term campaign that can adapt and have new meaning as the region grows and evolves.
2015 — a closer look at a big year block branding
margaretriver.com
margaretriver.com
margaretriver.com
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block branding 2015 — a closer look at a big year
02 With the recent opening of WA’s first H&M store adding to over 100 fashion retailers, Lakeside Joondalup Shopping City aimed to reposition the centre as the premier fashion destination in Perth. With the centre only a 25 minute train ride from Perth station, a fashion show like no other was proposed to support the accessibility of Lakeside Joondalup as a fashion destination.
Aboard a private Transperth train en route from Perth underground to Lakeside Joondalup, a VIP fashion show transformed the 27 kilometre journey into the world’s longest runway. Significant hype was generated via an integrated campaign, promoting the chance to win a $1,000 gift card and a ticket to the event.
Bloggers, socialites and fashion elite graced the show which made national press and local TV coverage. The overwhelming success of the event achieved Lakeside Joondalup’s objective of being perceived as Perth’s most talked about fashion destination.
BLOCK 440009
Lakeside Joondalup Shopping City — The World’s Longest Runway — Campaign, Event Planning and Project Management
On Saturday 31st October, aboard a private Transperth train, there’ll be a fashion show
a l l a b o a r d f o r p e r t h ’ s b i g g e s t fa s h i o n d e s t i n at i o n
*
like no other, as the 27 kilometres from Perth Underground Station to Lakeside Joondalup becomes the catwalk. And you could be aboard.
We’re giving you the chance to win two Golden Tickets that’ll allow you and a friend to join us for a fashion show like no other on-route to Perth’s biggest fashion destination. You’ll also receive a $1000 Lakeside Joondalup gift card* and a one-hour personal styling session with our resident stylist Kathryn Edmonds. Visit LakesideJoondalup.com.au to enter. * Terms and Conditions apply. Promotion commenced at 12:01am on 11/10/2015, Entries close at 12pm on 25/10/2015. Full terms and conditions are available at the Information Kiosk at Lakeside Joondalup and www.lakesidejoondalup.com.au
invite co n cep t
2015 — a closer look at a big year block branding
03 Block was retained by the Lendlease owned Lakeside Joondalup Shopping City to provide all creative services for the centre’s on-going tactical communications needs. This saw Block work with the Lakeside team to position the centre as Perth’s premier fashion destination.
Block provided all creative and media planning services across all digital and traditional platforms for the centre’s year-round calendar of promotions. Block was also charged with overseeing the rollout of the new Lendlease corporate identity across all of Lakeside’s materials.
Lakeside Joondalup Shopping City — On-going tactical communications
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block branding 2015 — a closer look at a big year
04 M/Group — Brand Architecture
The Match Group represents Block’s longest held client relationship with the partnership stretching back nearly a decade. The Group approached Block to review their brand architecture now that they had grown into a truly integrated property group with divisions devoted to all aspects of the industry
from property marketing to construction – all with different audiences.
reserved exclusively for the consumer-facing apartment brand.
The outcome was a restructure of the business under the holding company and investment arm M/Group. The branding of each of the divisions was further defined and strengthened with the Match name being
Then, in partnership with web developers Humaan, we redesigned the structure of the Group’s web presence – a process that has resulted in four complete new websites with several more on the drawing board.
2015 — a closer look at a big year block branding
05 M/Group’s apartment brand, Match, had long used their signature ‘M’ to subtly connect their diverse portfolio of projects. Under this structure Match had grown into Perth’s only true design-focused boutique development brand. However over the eight years since the brand’s launch, Match had become much-imitated in the market and their difference had become less visible. So Block were charged with shaking the
industry up once again by constructing a brand architecture that would mark the Match brand as the undisputed thoughtleaders in the market. We developed a system that takes Match where no other development brand has been brave enough to go. Match has done away with project names entirely, instead choosing to brand developments with numbers.
The new M/Series positions the Match brand as a baseplate for all projects, allowing each project to build its own distinctive brand personality and tone, emphasising the bespoke and exclusive nature of the Match brand. This refresh helped Match both unify and diversify their apartment brand offering.
M/Series — Identity Design
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block branding 2015 — a closer look at a big year
06
Royal Agricultural Society of WA – Rebranding
RICH PAST VIBRANT FUTURE
T (08) 6263 3100 F (08) 6263 3171 E rwilson@raswa.org.au
Dr Rob Wilson President
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08
Claremont Showground 1 Graylands Road Claremont WA 6010 raswa.org.au
Feral Brewpub Series – Packaging and Promotion
PADC
THE
DIAMOND SKULLS
AT EMERGENCE
2015 — a closer look at a big year block branding
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Quenda – Naming, branding and promotion for a housing subdivision
Fashion Council WA – Branding
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block branding 2015 — a closer look at a big year
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Greater Curtin – Collateral for Curtin University’s 20-year master planning project
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The Lofts at Heirloom – Magazine-style brochure
2015 — a closer look at a big year block branding
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Öopenspace – Branding of new furniture retailer
Urbi – Branding for new bike-sharing system
u r b i co n c e p t
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Ba i le y H e n ry
BaileyHenry Capital Management – Branding for new wealth management company Primary Colours
C O L O U R PA L E T T
THE BAILEYHENR
BH CHARCOAL
BH COPPER
BH TAN
CMYK: 27/27/27/90 RGB: 43/39/39 PMS C: Black 7C PMS U: Black 7U HEX: #2a2727
CMYK: 20/44/60/15 RGB: 178/131/98 PMS C: 876 C PMS U: 876 U HEX: #b28361
CMYK: 37/38/48/3 RGB: 164/147/130 PMS C: 7530C PMS U: 7530U HEX: #a39281
Charcoal and Copp BaileyHenry.
Preference is to use printing, so ensure for those stocks.
Foils can also be us in high‑end applica sparingly.
Use varying tints o add contrast and de
C HRI STOPHER A LEXA N DE R
Chief Executive Officer T. — (+61) 484 260 737 E. — c.alexander@baileyhenry.com B a i l e y H e n r y. c o m
THIS IS THE BAILEYHENRY IDENTITY. BAILEYHENRY IS A BRAND BUILT ON PARTNERSHIPS, TRUST, EXCLUSIVITY, AND MAKING COMPLEXITY SIMPLE. BH COOL GREY
BH WARM GREY
BH CREAM
CMYK: 66/52/44/17 RGB: 93/103/112 PMS C: 431 C PMS U: 431 U HEX: #5c666f
CMYK: 19/19/23/0 RGB: 206/197/188 PMS C: Warm Grey 2C PMS U: Warm Grey 2U HEX: #cdc3bb
CMYK: 0/0/3/10 RGB: 231/231/224 HEX: #e7e6e0
In rare circumstanc introduce other col in context, and wor
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