Block - 2018 Year Book

branding BUsiness Not as usual

Block is for business not as usual; for unrelenting change, for questioning the status quo, for new ways of working. We are for businesses that can’t afford to not be noticed; who need to out-think because they can’t out-spend. Doing away with silos and egos, it’s solving business problems collaboratively, openly and with exhaustive consideration. It is partnering with the best to gain new perspectives, skills and insights. Unifying smarts, creativity, curiosity and relentless questioning; it is creating things that surprise, delight, inform, convince, motivate.

It is the path less trod – one which demands research, experimentation, guts and wit.

It is seeking and celebrating well-considered solutions that are both surprising and logical.

Where ‘faster’ and ‘smarter’ aren’t seen as opposing states. We are for constant, continual reinvention, adaption and evolution – and knowing there will never be a new normal. As our media, social and business landscapes continually shift, Block is for business not as usual.

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ixteen years ago, Block started with two people, one client and a big dream to do things differently here in Perth.

Today, we’re a team of 12 deeply curious people who are challenging the premise on which traditional creative communications businesses are built.

2018 was the year when our clients’ needs challenged us to move beyond what would be considered the purview of an ‘agency’ and move further up the chain. Not only did we help clients find solutions but, very often, developed processes by which they could define the problems they were confronting.

We created products, experiences and new business ideas. We helped clients prepare their businesses for sale to multi-nationals and explain complex tech products to the un-techie.

We brought communities together behind brands. It was the year our clients relied on us for extensive guidance and decision-making as their trusted advisors. \ We embarked on the largest community consultation project ever in the City of Mandurah’s history. \ We helped launch the Otherside Brewhouse, creating a place for their community of beer lovers to gather. \ We launched Monument, a property brand by the M/Group, that builds unique and lasting communities. \ We began working with Black Swan State Theatre Company to start a conversation about what it means to belong in our community. \ We amassed 5,000 community responses with a cross-media campaign for the Cockburn Gateway redevelopment, and are now moving into the stakeholder engagement phase. \ We moved beyond the client/agency dynamic to become angel investors in Otherside Brewing Co. \ … And, after months of development, we’re close to launching Take1 in the City of Mandurah, and Freo.Social – a venue that will bring live music back to the heart of Fremantle.

18: hitting

Shooting the Plating Up WA campaign was a nervy but

memorable day. Putting together a collaboration with two great local talents to help sell our great local produce was a thrill. The illustrator only had one shot

to get it right – a real ‘mum’s spaghetti’ moment.

However, at the end of it, I got to eat a giant slab of marron and scotch fillet, and wash it down with some beers, so that more than made up for it.

Having moved half way around the world, I found myself working with Black Swan State Theatre Company on a season dedicated to concepts of belonging, home and community—art definitely met life to introduce me to Perth. shenelle manwaring, account manager

louis boys, creative

‘Beauty is truth, truth is 2018, for me, was the year of beauty.’ This has been a fabulous year for cohesion. It was the year that engaging with our ever-expanding, talented, communities and the arts. A year of creating smart, knowledgeable and brands that encourage creation. Happiness. invested team hit our stride. emma watton, director of strategy We went beyond being an & client delivery ‘agency’ to being seen as aFrom my point of view, I think going ‘upstream’ and creative consultancy. Clientsacting as a consultant even before it came to the point went from working with us onof branding/consumer campaigns was a standout and stand-alone projects to relyinghuge success for Block in 2018. Key projects: City of Mandurah ‘Mandurah Matters’ community on us for more extensive adviceconsultation and Perron’s Cockburn Gateway reand including us in their broaderdevelopment – which is leading into the stakeholder decision-making across theengagement phase to drive development of the future board.’ angela palandri, general manager‘world’ we collectively create. adam mcglashan, account manager

our

stride

‘Working on City of Mandurah’s new Take 1 Youth Screen

Festival was the highlight of my Block year. Having the opportunity to delve deeply into both the strategy and creative for a project that I cared so passionately for

was a great learning experience.’ rachel boon, creative

Culture

of collaboration c o l l a b o r at o r s

\ Beautiful Pictures Production

\ Cue Sound Audio Post Production Services \ Cafe Media Media Services \ F22 Photography

\ Humaan Digital Design & Development

\ Key2 Web Development

\ Borderless Friendship WA (Tanya Sim, Secretary)

\ Mike Rigoll Illustration

\ The Humanitarian Group (Emma Watton, Non-Executive Director, Sub-Committee Chair)

\ Sonic Lolly Music Production

\ The Office of John Cheese Post-production \ ZAC Creative Post-production

board positions

\ Hunter Communications PR and Social Media

\ Perth Theatre Trust (Tanya Sim, Trustee)

\ Kiosk Creative Services

\ Perth Advertising & Design Club (Mark Braddock, President)

\ Australian Graphic Design Association (Mark Braddock, National Director) memberships

\ Australian Graphic Design Association

\ Perth Advertising & Design Club \ Leadership WA

b l o c k 2018 — Hitting Our Stride

hile traditional agencies scramble to compete with business and brand consultancies, we’ve been playing in this space from day one. It seemed that in 2018 this differentiation really hit home.

and process design; Block’s two-fold

We found ourselves in constant demand

The sheer range of work saw us collaborate

strong connections to their communities

with well over two dozen individuals and

who will thrive.

from a new business perspective to such an extent that at times we found ourselves stretched. A nice problem to grapple with in a market that saw many contracting.

This was evidenced by a 30% increase in our head count. We were fortunate to attract incredible talent, bringing aboard rising account management and strategy superstar Adam McGlashan, and an account manager with PR and event management chops, Shenelle Manwaring, from Trinidad and Tobago via London.

Creatively, two-time PADC Student Skull winner Rachel Boon came aboard full time.

Cameron Murray was runner-up in the inaugural Emerging Creative of the Year category at the Diamond Skulls, where Louis Boys was crowned Designer of the Year.

British design legend (and Diamond Skulls judge) Alan Dye described Louis’ work thus; “Some people say – ‘You are only as good as your last job’. In this case all three of Louis’ projects grabbed my attention. With clever use of movement, words and design – it wasn’t boring and predictable.”

Diamond Skulls Patron Ben Akers was equally gushing about Cameron’s output, “Cameron is good. Very good. In fact he’s very, very, very, good. He’s my kind of designer.

There is a fantastic almost scary energy to

With services ranging from change

likes of Black Swan State Theatre Company,

management, to digital, motion graphics,

The Simulation Group, Buy West Eat Best,

brand campaigns, social media, strategy,

Wanslea Family Services, Perron Group and

stakeholder consultation, public relations

Youth Focus.

advantage in pairing its unbound, multidisciplinary team with external collaborators is clear-cut. Simply, it allows us to do a range of work that others can’t.

Block led the WA-based pack at the Australian Graphic Design Association Awards in Sydney with four projects picking up gongs. And, somewhat unexpectedly, we won the local and national category for Best Social Media Campaign at the Public Relations Institute of Australia Awards for our Plating Up WA campaign, demonstrating the shear breadth of the quality work we produced.

Our silo-breaking approach not only had us on many new client’s radars, but our existing clients also trusted us with an everexpanding scope of work.

attention, we feel it is those who create

on-going clients \ Celebration Homes \ Central Park Perth \ City of Mandurah \ City of Swan \ M/Group \ Ned McNeilage

Having won the account late in 2017, we

\ Open Corp

cemented our relationship with ABN Group’s

\ Otherside Brewing Co.

Celebration Homes and collaborated with

\ The Simulation Group

them to strategically shift the brand into a

\ Triple-1-Three

more contemporary, stylistic place while

\ writingWA

building a strong platform for retail promotions. The foundations have been laid

new business

for them to embark on a major social media

\ Black Swan State Theatre Company

and promotional push in 2019.

\ Black Swan Prize for Portraiture

Block’s investment in Otherside Brewing Co, and its parent entity Triple-1-Three, continued to pay dividends as the beer business took

Brewhouse and the soon to be launched

described as a difficult market.

‘communities’. In a world of brands vying for

peak times.

These personal highs were also reflected on

accomplishment in what can only be

needed to build their respective

saw our office numbers swell to 20-plus at

his work … I’d hire him in a heartbeat.”

increasing 20% year-on-year – a major

one noticeable thing in common: they

specialist businesses. These partnerships

off and they expanded their reach into

Block’s financial statements with turnover

This gamut of clients who engaged us had

hospitality with the opening of the Otherside entertainment venue Freo.Social.

\ The Brisbane Hotel \ Buy West Eat Best \ Covalent Lithium \ Joined Up Films \ NKH Knight \ Perron Group \ Quay Capital \ The Samaritans

The City of Mandurah, Central Park Perth and

\ Talentology

the City of Swan all expanded their

\ WA Food and Beverage Awards

engagement with us over the year. This was

\ Wanslea Family Services

in addition to winning significant work for the

\ Youth Focus

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‘The process is the point,’ is a mantra you’ll hear at Block a lot. We don’t set out knowing the solution—we follow a logical course and end up somewhere unexpected.

It is our job to take clients into the unknown. It can be a scary, unpredictable place, but it is a place where fearless and category-defining work is created. Our job is to be there to guide.

Managing change is a massive challenge for organisations of any size. At the best of times any organisation, even the most ‘together’, are homes

Bringing together commun behind brands to friction and cross-purposes, and during times

of change these tensions can be amplified, often leading to paralysis.

Increasingly, we have found our work to be

focussed on helping clients clearly articulate and visualise a vision for change. Our process makes the potential change tangible, allowing the

desired outcome to be tested with internal and external stakeholders, delivering feedback and

opinions that are more relevant. Without such a

process we find any initiative involving significant change can end up stuck in endless feedback

loops whereby competing interests argue over vague notions of what they think other parties are demanding.

As a challenger agency that is unbound by

departments, we are free to focus our suite of skill-sets on the problem rather than just an off-the-shelf solution. We not only design

outcomes, but also processes with the same

b l o c k 2018 — Hitting Our Stride

creative intent and design thinking. We host workshops,

permission and ownership from all stakeholders, from

training days, think tanks and presentations that are all

customers to staff, suppliers, board members or councillors.

geared towards getting stakeholders to a point where they are capable of making sound, shared decisions.

Once everyone is aligned on the problem, the change in momentum that comes is enormous.

By bringing stakeholders together behind brands, it helps them understand why change is necessary – and their role in delivering it. If you don’t bring everyone in your organisation along on this journey, they can actually

Sometimes, numbers of stakeholders that need to be

subvert change. Conversely, if everyone understands and

brought on the journey could fill a city, quite literally.

believes in the direction you’re heading, they can become

In 2018, Block partnered with the City of Mandurah to launch the largest public consultation initiative in the City’s history. The initiative, Mandurah Matters, invited residents to set a collective vision for the City’s future – it’s a multi-year approach rather than the more common short-term, politically expedient ‘campaign’ thinking.

Not being bound by the traditional advertising agency/ media-focussed paradigm, Block has learnt to bring

your biggest advocates and help amplify brand communications.

Not being bound by the traditional advertising agency or media-focussed paradigm, Block has learnt to bring

people together behind brands.

people

These skills have been honed over years working on

Block’s first ever campaign for Black Swan State Theatre

property and placemaking projects. These projects taught us the importance of garnering the support of disparate stakeholder groups; to think in terms of multifaceted ‘communities’ rather than narrowly-defined demographic ‘audiences’. We help build communities

together

behind

brands.

Company is a really lovely example of stakeholder engagement and co-creation around an idea.

We worked with Artistic Director Clare Watson, whose program explores themes of belonging and family. These

– not just run advertising campaigns.

themes felt buried internally, so Block worked with Watson

Our work for Perron Group’s Cockburn Gateway

creative brief. As a result, Block created the season

redevelopment amassed more than 5,000 survey responses. It marks the beginning of a long-term

and her stakeholders to make them a formative part of the campaign with the work of renowned local artist, Joanna Lamb, as well as a host of other WA creatives.

nities community and stakeholder engagement program to

It is this approach that makes us a stand-out challenger

shape the precinct’s future and give Cockburn the heart

agency. We don’t approach briefs with a short-term

it desperately needs.

campaign mindset. We don’t target audiences; we build

Internal branding and stakeholder buy-in are another big part of what we do. Internal audiences are often overlooked in communications planning but are

communities. We start by understanding the problem, but more than that, we help our clients – and their stakeholders – align on what needs to be solved.

fundamentally important in the successful delivery of

It feels like 2018 was the year we hit our stride, consistently

any change programme.

developing far-reaching positive and rewarding

Businesses already need a social licence to operate: permission and ownership from the community to conduct their business. Block has carved out a niche in giving our clients a business licence to operate:

relationships with new clients – deepening and growing existing ones. It’s not always easy – but doing things the right way rarely is.

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Brand Strategy, Stakeholder Engagement, Naming, Brand Identity, Website Development, Motion Graphics

New Junction D e f i n i n g a d e v e l o p m e n t t h at wo u l d b e c o m e M i d l a n d ’s n e w b ac k ya r d Midland’s seldom used oval laying at its heart was primed for transformation into a new meeting place that would become the town’s new backyard. However, the City of Swan needed to overcome cynicism from a small group within the community about its redevelopment.

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Block collaborated with placemakers Element WA and were responsible for stakeholder engagement discussions with elected councillors and various council functions. Now, the New Junction precinct is destined to bring new life to this once-thriving pocket of the community.

b l o c k 2018 — Hitting Our Stride

Project Video

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Strategic Planning, Community Consultation, Communications Planning, Stakeholder Engagement, Campaign Identity & Naming

protecting our natural environment

Mandurah Matters S h a p i n g M a n d u r a h ’s f u t u r e b y d e lv i n g i n t o w h at m at t e r s Following a motion put to City of Mandurah council by Mayor Rhys Williams in July 2018, Mandurah Matters was developed to encourage residents to come together and set a collective vision for the City’s future.

more activities by the foreshore

In what was the largest public consultation initiative undertaken in the City’s history, the programme, designed from the ground up by Block in collaboration with the City, aimed to give the 87,000 residents of Mandurah direct input into the process by which the City set its vision for the next 20 years, and also a framework to track and have regular input into the projects that will result.

celebrating our unique culture

From the outset, Block was involved in guiding the overarching strategy, as well as creating the campaign naming, planning and rollout. Block also consulted with the City to assist with the development of the methodology and framework behind the phasing and rollout.

The programme went from strength to strength, prompting over 1,600 community member responses in Stage 1. Following the Stage 2 think tanks hosted by industry experts, in February, the final community visioning summit was held, culminating in expressing the vision for Mandurah’s future.

\ community engagement brand thoughts

city of mandurah

motion: Engage with the community to create a citizen-led vision

we need to find our community voice 2

© 2018 BLOCK BRANDING PTY LTD

engaging the broader mandurah community

how should the brand feel? \ Listening to, celebrating and sharing the stories of Mandurah citizens. \ Feel-good, inclusive and egalitarian. \ Underline the importance of being active and involved within the city and community. \ Ultimately, outcome-oriented.

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© 2018 BLOCK BRANDING PTY LTD

stage one: discuss

stage two: explore

stage three: act

campaign message

campaign message

campaign message

What matters to you, matters to Mandurah.

Explore what matters most in think tanks with leading experts.

We’re all coming together to set the action plan to achieve our future vision.

support/rtb

support/rtb

the summit

We’re creating our future vision together.

We’re creating our future vision together.

Distinct name and graphical device.

call to action

Visit mandurahmatters.com.au to get involved.

call to action

Visit mandurahmatters.com.au to reserve your spot.

call to action

Visit mandurahmatters.com.au to register your interest.

campaign messaging creating a shared vision for our future

Community Engagement Video

b l o c k 2018 — Hitting Our Stride

what matters to you, matters to mandurah.

The Mandurah Matters Visioning Summit

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O T HER SIDEBRE W ING.COM. AU

Packaging, Signage, Campaign Development, Brand Identity, Social Media

Otherside Brewing Co Going from strength to strength Block has been working in close consultation with Otherside Brewing Co since their foundation in 2017 to build a beer brand that is refreshingly void of pretension. Such has been their success, they have since opened a dedicated brewhouse, created a thriving club for beer ‘tycoons’, and expanded their distribution into major retailers like Dan Murphy’s.

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PINT IT BLACK

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In 2018, Block oversaw not only the launch of their roster of experimental and core range beers, but also a suite of projects, campaigns and initiatives. These included the signage for their purpose-built brewhouse, a competition that let locals imagine and win a beer made for their suburb, and even a bearded beer that raises money for charity.

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ORIGINAL CAN ART

BY JUNKO KITAMURA

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TWO CANS? ORIGINAL CAN ART

ART BY CHLOE WILDER

b l o c k 2018 — Hitting Our Stride

OthersideBrewing.com.au

A FINE RED.

OthersideBrewing.com.au

BUT BEER.

I SEE RED I SEE RED I SEE RED

Looking for something with a little complexity?

Looking for something that’s very drinkable? Want your cake and to drink it too?

Then, here’s a beer for you.

No need to thank us.

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TOO MUCH TOO LITTLE OthersideBrewing.com.au #OthersideBrewing

OthersideBrewing.com.au #OthersideBrewing

AUSTRALIANS ALL LET US REJOICE

11/05/2018 2:52 PM

OK, ‘rejoice’ might be overstating it.

But it is a beer that’ll remind you why drinking beer is such a good idea — so it’s worth getting a little happy about at the very least.

OTH496XXX_ANTHEM_POSTER_A3.indd 1

approval of final artwork please print, check artwork carefully, sign and fax to block on +61 (0)8 9328 4101. whilst every care is taken, block cannot accept responsibility for any errors on approved artwork. two rounds of author’s alterations allowed for.

author’s alts: round 0 of 2 approved. no changes. not approved. changes as marked. signed.......................................... date....................

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approval of final artwork please print, check artwork carefully, sign and fax to block on +61 (0)8 9328 4101. whilst every care is taken, block cannot accept responsibility for any errors on approved artwork. two rounds of author’s alterations allowed for.

author’s alts: round 0 of 2 approved. no changes. not approved. changes as marked. signed.......................................... date....................

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nomads

Red Beer’d is the perfect way to whet your whiskers. As part of a collaboration with Otherside Brewing, a special release of their Harvest Red Ale was released to promote and raise funds for Beard Season – a cause dedicated to fighting skin cancer.

Following the hugely successful launch of their dedicated Brewhouse, Otherside Brewing’s immediate need was to cater to their hungry patrons. With other venues planned for the future, a series of roaming food trucks that could switch in and out between venues made business sense.

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Enter Nomads – a food truck that traverses the tastes of the world. With a revolving menu of far-flung cuisines, the look of the trucks takes inspiration from travel stickers and paraphernalia, each skinned with a local artist’s work for an evereclectic feel.

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© 2018 BLOCK BRANDING PTY LTD

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The man, the beard: Jimmy Niggles.

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oTHersIde breWInG Co.

b l o c k 2018 — Hitting Our Stride

B e e r Yo u r ‘ B u r b Otherside’s first consumer-facing campaign – the Beer Your ‘Burb competition invited beer lovers the chance to imagine their suburbs very own beer and win a party to celebrate it by sharing their ideas on social media with #beeryourburb.

The campaign sought to engage retailers and expand Otherside’s reach to a mainstream audience. The campaign resulted in high social engagement, with a plethora of beer ideas submitted resulting in plenty of discussion of who’s ‘burbs beer was best. Ultimately, it reinforced Otherside’s commitment to locally crafted beer, best shared with others.

BEER your ‘BURB BEER your ‘BURB BEER your ‘BURB

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Brand Architecture, Stakeholder Engagement, Naming & Brand Identity, Signage, Campaign Development, Website Development, Social Media

Freo.Social c r e at i n g f r e o ’s n e w s o c i a l h e a r t Situated on the site of the former Artillery Drill Hall and Fly By Night Musicians Club in the heart of Fremantle, Freo.Social is an ambitious venue conceived as the new heart of its community – with co-working spaces, a nanobrewery, food trucks, shows, and much more. With its impending opening, its owners needed to communicate this big vision to the public.

Block consulted with an array of stakeholders to envision a brand that pays homage to the venue’s military and musical history. Freo.Social is destined to become the social heart of the Fremantle community once more.

\ brand architecture & identity exploration

freo Social

Freo Social will quite literally be a hub for entertainment, socialising, working dining and more. So naturally, why wouldn’t it become an online hub?

Freo.Social will be broader than the venue itself. A hub that celebrates and broadcasts not only the venue’s happenings, but the best of freo and surrounds as well.

freo.social

Furthermore, why not make this implied in our name?

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© 2018 BLOCK BRANDING PTY LTD

what does freo social ‘feel’ like?

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© 2018 BLOCK BRANDING PTY LTD

TAKING INSPIRATION FROM THE BEST 5

odette <<

DAN SULTAN

21 april@ 

12 april@ 

plus Grievous Bodily Calm AND Lucy Peach

plus CaiTI BAKER AND Morgan bain

© 2018 BLOCK BRANDING PTY LTD

BOOK ONLINE AT 

BOOK ONLINE AT 

14 april@ 

BEER, BBQ AND BLUES

b l o c k 2018 â&#x20AC;&#x201D; Hitting Our Stride

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Brand Strategy, Communications Planning, Stakeholder Engagement, Advertising & Campaign Development, Tone of Voice, Visual Identity

Celebration Homes W e av i n g c e l e b r at i o n i n t o e v e r y fac e t of the business A stalwart of the industry, Celebration Homes has long occupied a reputable space in the crowded value homebuilding market.

However, over time their brand had cheapened and been sapped of excitement. In essence, they were lacking the ‘celebration’ that once made them so successful.

Block worked with Celebration Homes to help bring their brand proposition of ‘More to Celebrate’ to life. This spanned not only external communications and campaigns, but sparked a shift in focus for their sales team to bring in the celebration at every step of the way with their customers.

n o ti c e ll o C n o ti a r i p s n I the

\ brand refresh development

celebration homes

direction 3: on-trend OVER

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Start building with Celebration Homes. House & Land Packages from $350,000*

now.

*Terms & conditions apply. BR9780

\ Where can we take

Start building with brand character Celebration Homes. the current look?

Housecreate & Land packagesaffordable but stylish living – a visual We are re-assuring here, that you can from $350,000* demonstration of our “value” being about View packagesthe whole story, not just the price. This is the most subtle delivery of “encouragingly positive”, it is inviting people join us and be like us. Celebrating becomes quieter – the little moments, rather than exuberance.

320x50

*Individual terms and conditions apply to promotion. This offer is valid for customers in the Perth Metro Region only.

Please visit our website or speak to a representative for full information.

BC 9780

Stop renting now.

View packages

Stop

Strictly Limited Offer!

Stop renting now.

For enquiries contact: Saurabh Anand 0420 665 678 sanand@celebrationhomes.com.au

Terms and conditions apply, speak to your New Homes Consultant for more information.

*Terms & conditions apply. BR9780

250x250

200x200

300x250 *Terms & conditions apply. BR9780

Stop renting now.

Stop renting now.

Start building with Celebration Homes.

House & Land Packages from $350,000*

View packages

Start building with 3 Celebration Homes.

House & Land packages from $350,000*

Stop renting now.

Start building with Celebration Homes.

House & Land Packages from $350,000*

View packages

© 2017 BLOCK BRANDING PTY LTD

Stop renting now.

Start building with Celebration Homes.

House & Land packages from $350,000*

*Terms & conditions apply. BR9780

*Terms & conditions apply. BR9780

180x150

*Terms & conditions apply. BR9780

*Terms & conditions apply. BR9780

celebration homes

\ brand refresh development

direction 3: on-trend This approach takes the brand into an on-trend space. It is clean, easily digested and aspirational. There is a warmth and gentleness to the feelings elicited:

r making you me house a ho LECTIO N PACK PR OD UCT SE

\ Celebration as a key word is brought into headlines and made very personal \ The handwritten approach brings us back to what is created for our clients and is a more subtle focus on the little moments \ Purple is used consistently, but dialled down brand character We are re-assuring here, that you can create affordable but stylish living – a visual demonstration of our “value” being about the whole story, not just the price. This is the most subtle delivery of “encouragingly positive”, it is inviting people join us and be like us. Celebrating becomes quieter – the little moments, rather than exuberance.

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OUR IN T E R IO R CREA ST Y L TE T IST S HREE H OW F R ES S YO OF Y H LO U HO OUR O KS W TO CELE FO R THE B R AT HEAR IO N H T OME

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monument

Billboard 8m x 4m Cnr Birchley and McLaren

0

6

Brand Architecture, Naming & Brand Identity

Monument

Land Release Coming Soon

Realigning business structure within shifting markets.

Since its conglomeration in 2010, M/Group has maintained stewardship of a number of property brands and divisions. Following Block’s comprehensive review of the Group’s brand architecture, it was decided that its land development division, M/Land, was to be reimagined as a consumer-facing brand.

landbymonument.com.au

Block recognised that now more than ever, in the ever-expanding realms of the city’s fringes, land developers must build communities that create lasting value. So was born Monument – a land developer that rises above the cookie-cutter. Its first subsequent land releases, Atop Beeliar and The Wedge are the embodiment of Monument’s ethos of creating unique and lasting communities. Block created the identities of these brands to be rolled out across sales collateral and materials.

DEVELOPED BY

AN M/GROUP BRAND

ATOP VISUAL GUIDELINES

10

ATOP VISUAL GUIDELINES

11

PRIMARY PALETTE

bright green

orange

gold

blue

C85/M0/Y90/K0

C0/M60/Y70/K0

C13/M28/Y80/K0

C80/M59/Y0/K0

COMPONENTS

COLOUR

CLOUD

CACTUS

HI

HOUSE

CAR

RAILLINE

BEE

GULL

SUN

TREE

BUS

BIRD

PRICETAG

HAPPY

FLOWER

components has been created for use.

SECONDARY PALETTE

brand to life. These consist of primary

Other elements may be added to this

and secondary colours. These should

palette, so long as they suit the scene.

be used interchangeably to bring a

These may consist of stamps, textures,

sense of diversity and energy to the

drawn patterns, or found bits and pieces,

communications.

dark blue C96/M75/Y36/K23

4

LEAF

To create dynamic ‘scenes’ a palette of

Atop uses a range of colours to bring the

VISUAL GUIDELINES

peach

aqua

C3/M27/Y38/K0

so long as they are flat and can be

dark green

C35/M0/Y23/K0

collaged appropriately.

C83/M14/Y63/K40

yellow

coral

mid green

purple

C9/M11/Y89/K0

C0/M58/Y44/K2

C61/M2/Y83/K0

C55/M62/Y0/K0

ATOP VISUAL GUIDELINES

13

ATOP VISUAL GUIDELINES

15

BROCHURE EXAMPLE This demonstrates a brochure concept for Atop.

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BILLBOARD EXAMPLE

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qui

This demonstrates what a generic eum il ipictem ium Itatio et vellore struptaeper aut odis eavereseque rem. Odit, cus porestiur faceseq uatur? quis quam et, odi dolorrumquam

sales billboard may look like.

arciam, sitatisAcia siminus ipsante nimi, simus, rae maxim nontia incil moluptatet, que quibam unt expel eicit qui secto int aliquo dolor accum omni apid elitis nonsent.

A RELEASE BY eum il ipictem Itatio et vellore struptaepero aut Odit, cus porestiur ium vereseque rem. et, odi dolorrumquam odis eaquis quam faceseq uatur? sdandel luptas ut Acia siminus ipsanteboribu cus ad quam rae maxprest, sum aspid quistia dolor accum unt expel im nonsecto int aliquo nonsent. eicit qui omni apid elitis

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Acia siminus ipsanteboribu sdandel luptas ut prest, sum aspid quistia cus ad quam rae maxim nonsecto int aliquo dolor accum unt expel eicit qui omni apid elitis nonsent.

A RELEASE BY

COLOUR

REVERSE

ATOPBEELIAR.COM.

AU

MONO

S TA N D A R D LOGO

Logo Variations

Tagline

Our logo is available in three

Our tagline, ‘Home. Made

colour breakdowns – colour,

Simple.’ implies an easy process to

reverse (for when applied to

getting a home you’ll love and an

darker colours), and mono

Home. Made Simple.

uncomplicated lifestyle.

(where printing only permits

consistently typeset according

available in three configurations

Set in Chalet NY1980

– the standalone logo, the logo

170pt tracking.

to the following rules. It’s also

TA G L I N E

one colour). Each of these are

When shown, this should be

locked up with the tagline, and

available as a lockup with the logo.

the wordmark on its own.

WORDMARK

The Wedge

3

OUR BRAND

The Wedge

4

OUR BRAND

Our brand Riding Bike

Walkers

Family Car

Flying Kite

Foreground Greenery

Picnic

Illustration elements Snippets of each illustration can be extracted and recombined into

COMING SOON

R o o m to Gro w, C o m i n g So o n .

TheWedgeWellard.com.au

more simplified layouts where necessary.

layouts do not become overly cluttered with these elements.

Home. Made Simple.

Collateral Examples

Care needs to be given to ensure

This demonstrates what sales Bird in Tree

Lazing Lady

Family

Houses

Trees

City

billboards may look like.

As a rule of thumb, use no more than 5-7 elements per piece.

Room to Breathe,

These elements have been supplied as individual PNG files for use.

NOW SELLING

now selling from $139,000.

TheWedgeWellard.com.au

Home. Made Simple.

The Wedge

OUR BRAND

10

The Wedge

OUR BRAND

12

ATOP BEELIAR.COM.AU

b l o c k 2018 — Hitting Our Stride

7

BLOCK 556001

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\ 23 \

Campaign Development

The Brisbane Hotel c e l e b r at i n g o n e o f P e r t h ’ s m o s t s t o r i e d p u b s .

Not many other venues in Perth can lay claim to such a history as The Brisbane Hotel. With the pub’s 120th birthday coming up, Block was engaged to promote the week-long celebration of Perth’s most storied local.

Block created a new look that rolled out across a series of posters, social media posts and print media, celebrating the ‘Brissie’s’ heydays through fresh eyes.

F o r 1 2 0 y e a r s , the Brisbane Hotel has occupied a position in purgatory between the city and the suburbs, between civilization and chaos, between the intellectual and the lowbrow.

The perfect choice, it would seem, for those of you in advertising and media.

Sure, we believe in good food and good design, but we’ve never been able to abide the trendy. Like all classic ‘locals’, we’re the place the community has come to laugh, cry, fight and make up. Our courtyard has been witness to generations of wedding parties, wakes, business deals done and babies’ heads wet.

We’ve welcomed characters like the Hero of Highgate, Sergeant Alexander Mark who, in 1928, lay down his life trying to protect our staff from a gun-wielding madman.

Or James Campbell Carey who, having

spent the 1880s roaming the unexplored north of our state, returned to Perth to board at our establishment and regale patrons and staff with his tales of a land full of mineral resources ripe for exploitation.

Or the actors of the Effie Crump Theatre who set up residence in the 1990s and created a desperately needed home for progressive theatre in Perth for the next 15 years.

Or the elderly gentleman named George Rhodes who took such a liking to the whisky at our newly-opened establishment that he decided to relieve us of it on several occasions, until he was finally nicked with a case of the stuff as he tried to wander off into a rain storm in 1898. He got four months at His Majesty’s Pleasure for his effort.

As far as master criminals go, he was up

there with Peter Judge who was fined seven shillings, six pence for gutting and washing ‘a number’ of fish in the horse trough outside the hotel a couple of years later.

These are just some of the legendary individuals who helped write the the first 120 chapters of the Brissie’s story.

But we’re certainly not done yet.

Far from it. And we’d love you to be a part of all that’s still to come.

However, please, leave the fish-gutting to us. (We serve it either fried or grilled with chips – it’s bloody good, if we do say so ourselves.)

So, if you’re looking for a casual or legend-worthy lunch, give us a call and we’ll reserve you a seat in the shade – and don’t worry – if history’s taught us anything, we can handle pretty much whatever you throw at us.

TheBrisbaneHotel.com.au

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17/10/18 1:24 pm

17/10/18 11:33 am

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8

Campaign Naming & Development, Social Media, Motion Graphics

WA I S O N THE MENU

Plating Up WA G a lva n i s i n g d i n e r s a n d r e s tau r at e u r s a r o u n d o u r g r e at s tat e ’s p r o d u c e

This June, dine on the best of WA produce at select venues

June is usually a slower month for the WA hospitality industry as winter sets in. However, it is also Celebrate WA Month, a fact that inspired the team at Buy West Eat Best to launch a program to get local restaurants to put special WA-produce inspired dishes on the menu.

And so Plating Up WA was born, a small social media campaign that delivered big. It pushed hibernating West Aussies to eat out while encouraging restaurateurs to create inspiring dishes using the best of our state’s produce.

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Illustration by Mike Rigoll Photography by Craig Kinder, F22 Photography

finalist

From our lush southern landscapes to

produce, select venues will be plating

the sweeping gorges of the Kimberley,

up wa-inspired dishes throughout June.

wa is home to ingredients in a world of

So when you’re dining out this month,

their own. To celebrate our incredible

get a taste for the homegrown.

BWG STEAKHOUSE . FRASERS . HOUGHTON WINERY . INDIANA COTTESLOE . JUS BURGERS . TALL TIMBERS LAUNDRY 43 . MANUKA WOODFIRE KITCHEN . MUST WINE BAR . PEPPER & SALT . ROCKPOOL PERTH . SUNSETS CAFE SWEETLIPS . REDMANNA . THE CHEESE BARREL . THE OLD BREWERY . THE SHOE BAR . WILLS DOMAIN . YOUNG GEORGE

book your table at platingupwa.com.au

DPI_PLATEUP_CONCEPTS_A4_LB.indd 1

One of four social media time lapse videos

30/5/18 4:09 pm

b l o c k 2018 — Hitting Our Stride

WA I S O N THE MENU of e be st Th is Ju ne , di ne on th ve nu es WA pr od uc e at se le ct

From our lush southern landscapes to

this june, dine on the best of wa produce at select venues

produce, select venues will be plating

the sweeping gorges of the Kimberley,

up wa-inspired dishes throughout June.

wa is home to ingredients in a world of

So when you’re dining out this month,

their own. To celebrate our incredible

get a taste for the homegrown.

BWG STEA KHOUSE . FRASERS . HOUGHTON WI N ERY . I N DIA NA COTTES LOE . JUS BURGERS . REDMA N NA LAUNDRY 43 . MANUKA WOODFIRE KITCHEN . MUST WINE BAR . PEPPER & SALT . ROCKPOOL PERTH . SUNSETS CAFE SWEETLIPS . TALL TIMBERS . THE CHEESE BARREL . THE OLD BREWERY . THE SHOE BAR . WILLS DOMAIN . YOUNG GEORGE

From our lush southern landscapes to

produce, select venues will be plating

the sweeping gorges of the Kimberley,

up wa-inspired dishes throughout June.

wa is home to ingredients in a world of

So when you’re dining out this month,

their own. To celebrate our incredible

get a taste for the homegrown.

BWG S T E A K HOUS E . F R A S E R S . HOUG H TON W I N E RY . I N DI A NA CO T T E S LOE . J US BU RG E R S . R E DM A N NA LAUNDRY 43 . MANUKA WOODFIRE KITCHEN . MUST WINE BAR . PEPPER & SALT . ROCKPOOL PERTH . SUNSETS CAFE SWEETLIPS . TALL TIMBERS . THE CHEESE BARREL . THE OLD BREWERY . THE SHOE BAR . WILLS DOMAIN . YOUNG GEORGE

book your table at platingupwa.com.au

bo o k your tab le at p l a t i n g u p w a . c o m . a u DPI_PLATEUP_CONCEPTS_A4_LB.indd 2

\ 25 \

30/5/18 4:09 pm

DPI_PLATEUP_CONCEPTS_A4_LB.indd 3

30/5/18 4:09 pm

0

9

Brand Strategy & Architecture, Brand Identity, Messaging, Website Development, Motion Graphics

Dais C r e at i n g s i m p l i c i t y f r o m c o m p l e x i t y Dais is an astoundingly complex analytics program built by a bunch of super-smart mathematicians and data scientists. It functions as a sandbox tool whereby operations and managerial workers can make the right decisions by predicting millions of different courses of action.

Its makers approached Block to help visualise the program and bring it to market. Block created an identity that made data speak human; one that would appeal to C-Suite types who may have never considered analytics programs before.

g ol.

Turn data into better business

The Dais Interface

with your scenario Dais assists

Dais Decision Engine

nt

age analytical ion engines based the ais will uing, ion of your

mation is n the Dais ts, outputs n settings amework ysis and rrent and asy and

Scenario Planning

Execution Management

Client Connect

Data Store

Informed decisions

Res our ces

Aviation

b l o c k 2018 — Hitting Our Stride

1

0

Community Consultation, Campaign Development & Identity, Website Development

Cockburn Gateway Redevelopment I m ag i n i n g a n d d e f i n i n g C o c k b u r n G at e way ’s bigger picture To inform their imminent masterplanning process, Block developed a cross-media campaign for the Perron Group’s Cockburn Gateway Shopping City. The campaign sought to build excitement and garner community members’ opinions on which amenities they would like to be included in the revamped facility, as well as what they envisioned the future heart of their community to be. An overwhelming 700 responses were received within hours of opening up the survey, with more than 5,000 surveys amassed by the end of the consultation phase.

Now, following the initial consultation, an expressions of interest phase will look to bring on board tenants for the first stage of Cockburn’s transformation. The project marks the beginning of a long-term engagement exercise through the masterplanning period.

\ 27 \

1

1

Stakeholder Engagement, Brand Strategy & Architecture, Naming, Brand Identity, Website Development, Social Media

Take1 Youth Screen Festival C h a m p i o n i n g n e w m e d i a t o e s ta b l i s h a yo u n g c r e at i v e c o m m u n i t y Launching a creative festival to the most cynical generation marketing has ever known is no mean feat. But that was exactly what the City of Mandurah aimed to do.

Before it could even launch, the festival required significant buy-in to go ahead from the broader council, a youth reference group, stakeholders and sponsors. Block collaborated with the City to build a compelling strategy, name and identity to get the project green-lit. From the name to its identity – Take1 Youth Screen Festival ditched the tired film clichés and embraced new media to aim itself at its young, always-on audience.

The festival will take submissions in May 2019, with the aim to create ongoing workshops, events and popups.

\ youth film fEstiVal

city of mandurah

MEDIA HAS EVOLVED drastically 7

© 2018 BLOCK BRANDING PTY LTD

city of mandurah

\ youth film fEstiVal

what we’re not

\ Film iconography like this doesn’t represent the modern approach to creating video, and never has for majority of the target audience 4

© 2018 BLOCK BRANDING PTY LTD

A new film and video festival for young people✨

b l o c k 2018 â&#x20AC;&#x201D; Hitting Our Stride

take1fest

take1fest

take1fest

take1fest

Entries Close Tomorrow

2019 ENTRIES NOW OPEN

Call For Entries Extended

take1fest

Entries Now Open

2019 ENTRIES NOW OPEN

Entries Now Open

2019 ENTRIES NOW OPEN

Festival Launch Party

2019 ENTRIES NOW OPEN

take1fest

\ 29 \

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Veliberro tenisse cuptae vent labo. Ut hario ommolup taquam qui magnati beatin eos errum sit, occae reptaturia nostissitae moluptum fugianis

Veliberro tenisse cuptae vent labo. Ut hario ommolup taquam qui magnati beatin eos errum sit, occae reptaturia nostissitae moluptum fugianis

1

2

Stakeholder Engagement, Campaign Identity & Messaging, Advertising, Motion Graphics, Installation Design

Black Swan State Theatre Company A s k i n g t h e b i g q u e s t i o n s t o r e ac h n e w au d i e n c e s With the 2019 season around the corner, Black Swan State Theatre Company approached Block to bring to life the vision of the company’s Artistic Director and the season’s core theme, ‘Where The Heart Is’ – exploring ideas of belonging, family and home.

To echo these themes, Block posed a series of universal and thoughtprovoking questions, which informed the marketing communications for the entire 2019 season. The aim was to not only build hype around the season theme individual shows, but to broaden the appeal of theatre to new, younger audiences.

The season’s first show, Our Town, was a sell-out, marking a promising start to the year ahead.

Season 2019 Brochure

b l o c k 2018 — Hitting Our Stride

WHO ̒S WELCOME?

WHERE THE

HEART IS

2019 SEASON

Explore stories of love, hope and belonging.

BSSTC.COM.AU

DO YOU BELONG?

WHERE THE

HEART IS

2019 SEASON

Explore stories of love, hope and belonging.

BSSTC.COM.AU

\ 31 \

WHAT ARE YOU HIDING?

WHERE THE

HEART IS

2019 SEASON

Explore stories of love, hope and belonging.

BSSTC.COM.AU

BlockBranding.com