Block 15 - A Closer Look at a Big Year

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)

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Carolyn Hall presented at the Perth Fashion Festival Q&A session

— Staff Birthday: Jessica Hockey

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— Staff Birthday: Mark Braddock

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— 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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— 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

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may

jun

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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

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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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New Business Win: Lakeside Joondalup Shopping City

Campaign Event: The World’s Longest Catwalk hosted by Lakeside Joondalup Shopping City

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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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New Employee: Giulia Palandri

Staff Anniversary: Jessica Hockey (1 year)

jul

aug

sep

oct

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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

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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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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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