create

MEANINGFUL CHANGE

/CRE8IVEStudio /_CRE8IVE

Project insights, creative culture and workplace happenings c8.com.au

@_CRE8IVE /c8

contents

create is a bi-annual’ish portfolio featuring our work, our people and our clients.

Edition 01 · Dec 2017 Cover image: Dahlia (2015)

by Joel Hancock Shot on a Sony a6000

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CLIENT

Dept. of Foreign Affairs & Trade CLIENT

ANCAP

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PROJECT

Brand repositioning & national awareness campaign TEAM

James Willson Alyson Pazios Paul Whiteley Amy Cox Joel Hancock WHAT WE DID

CLIENT

JWLand PROJECT

Founders Lane brand & precinct identity TEAM

Paul Whiteley Clare Flannery Laura Griffin Andrew Collins

• Brand & campaign strategy • Brand & campaign identity

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International Cyber Engagement Strategy brand & publication

CLIENT

ISPT PROJECT

TEAM

Rob Clode Naomi Lemmon Oli Muñoz WHAT WE DID

• Concept development • Publication design & layout

2 Constitution Avenue leasing campaign

Rob Clode Alyson Pazios Amy Cox Bevan Sharp Laura Griffin

• Icon development • Accessible PDF • Editing

• Visual identity

• Bus & billboard advertising

• Website

• Brochure, sales & marketing collateral

• iOS & Android native apps

• Hoarding

• Promotional video

• Display suite signage

• Signage & iPad kiosk

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• Copywriting

• Brand narrative

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PROJECT

iOS app UX/UI strategy and interface design TEAM

Alberto Florez Amy Cox

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PROJECT

NCLD conference identity and motion graphics

CLIENT

TEAM

National Australia Day Council (NADC)

Joel Hancock Senior Developer & Camera Nerd

Rob Clode Oli Muñoz Naomi Lemmon Bevan Sharp

PROJECT

• Wireframes & prototype development

• Brand & visual identity

• User research & testing

• Conference resources template

• User interface design & roll-out • User experience modelling & implementation • App testing & consultation

• Marketing collateral

Laura Griffin Copywriter & Improv Actor

• Website design • WCAG 2.0 accessibility across all documents • Illustrations & infographics • Video, photography & motion graphics

Australia Day website

Damien Wright Amy Cox Joel Hancock Bevan Sharp Matt Fenwick WHAT WE DID

• Website strategy, design & development

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Attorney-General’s Dept.

PROJECT

Critical Infrastructure Centre brand & communications strategy

Rob Clode Naomi Lemmon Laura Sibley NERIO Communications WHAT WE DID

• Communications audit & analysis • Stakeholder interviews & workshop

• User research

• Communications strategy & implementation plan

• Personas & content strategy

• Environmental plan

• Information architecture

• Brand & visual identity

• Website design & development

• Visual identity collateral

• Content design & implementation

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• Festival brand & visual identity

TEAM

TEAM WHAT WE DID

Alberto Florez Paul Whiteley Naomi Lemmon Heinrich Van Der Berg

• Posters, flyers & festival brochure

TEAM FEATURE

WHAT WE DID

Design Canberra Festival brand & website

• Co-creation of 2017 festival identity

CLIENT

CLIENT

PROJECT

WHAT WE DID

• Website design & development

10 Dept. of Social Services

Craft ACT

TEAM

• Press & digital advertising

• Precinct brochure

CLIENT

• Visual identity

• Precinct logo concept

• Website design & development

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TEAM

WHAT WE DID WHAT WE DID

You can reach us on 02 6162 1888 or email hello@c8.com.au

PROJECT

• Campaign messaging

Cinefly

All work in this publication has been created by CRE8IVE during late 2016 & 2017 at our office 40 Marcus Clarke St Canberra City 2601.

CREATE INFLUENCE

Driving safety forward

The Australian New Car Assessment Program (ANCAP) has been testing the safety of cars in Australia since 1993.

The introduction of ANCAP has influenced the car industry, by driving innovation for safer cars.

To remain the leading authority in car safety, they are changing their rating system in 2018 to account for recent advances in technology.

ANCAP approached us to elevate their brand in the public eye so consumers would include their safety ratings as a major factor when purchasing a car.

The campaign While ANCAP is well known within the industry, many consumers don’t know who they are or what they do. To combat this, we refreshed their visual identity and developed a campaign and messaging to raise their visibility.

When consumers purchase their new car, it’s important they consider the ANCAP rating as one of their key priorities.

The campaign we developed was based on the simple question, “What’s your ANCAP?” This raises ANCAP to the top of mind for consumers — considering safety and feeling confident to ask the question. Our messaging targeted several different groups to speak to them directly, from young women looking for confidence on the road, to older men looking for the forefront of technology.

Native iOS & Android app To help consumers access the ANCAP information easily, we developed an app that compares different car safety features and ratings. The app also features what to do in an accident, and a place to keep new car information and notes.

Results Within a month of the launch, the app was downloaded over 2,000 times. The campaign has also gained international attention with other national road safety programs showing enthusiasm over the messaging and app.

Visit app.ancap.com.au

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CREATE AUTHENTICITY

Starting something in the heart of the CBD

Founders Lane is a mixed use precinct by developer JWLand, located at the intersection of Canberra’s inner-most prestigious suburbs and the CBD.

Start something new.

CRE8IVE developed a brand positioning and identity that visually defined the qualities of this unique development and a brand narrative that connects people, location and experience.

Inspired by Canberra’s history, Founders Lane marks a new era for the CBD. Urban, cultural, natural and historical influences have been intricately interwoven to create a transformative new precinct that celebrates the past and sets the stage for the city’s future.

The challenge was to transform an underutilised and unloved part of the city into a vibrant, vital destination. CRE8IVE and JWLand achieved this through communicating the overall design of the masterplan and creating an engaging narrative around Canberra’s local ‘Founders’.

Creating connection To create a genuine link with the local community, we made connections with ‘Founders’ - the inspiring local makers, businesses and volunteers who followed their passion to start something new.

Founders were profiled in the brochure and on the website, telling their stories, gaining local insights and showing the value of new ideas.

Left: Madeline Gisz, Violin maker The Avenue Violins, Gorman Arts Centre Right: Brian Tunks, Founder Bison Home

PHOTO CREDITS: LIGHTBULB STUDIO

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CREATE PLACES

“Founders aren’t traditional, they are the game changers.

They seek new insights. They set agendas. They say ‘yes’ to ideas. They aren’t just for the history books, we need them for every new beginning.”

— Brand positioning statement

Visual identity

Results

The identity evolved through a narrative of local photography, colour and movement.

Central to the visual style were a selection of arrows and directional graphic elements.

The concept was brought to life through the creation of a large scale ‘arrow sculpture’ placed at the entrance of the sales suite.

The sculpture intended to add a sense of arrival and confidence in the brand, emphasising the idea that ‘the location is only the beginning’.

Founders Lane launched in late 2017.

The unique visual style and bold colour has genuinely cut through the market clutter with strong enquiries and sales suite visitation.

Shifting the perception of this area has well and truly been achieved through clever branding, and investing in the project, so we don’t only ‘tell the story’, but show it.

Visit founderslane.com.au

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CREATE AMBITION

Positioning the Nation to influence a sector

The strategy presents a practical approach for eight key initiatives of cyber engagement to expand Australia’s opportunities and global responsibilities in the digital world.

DFAT approached CRE8IVE to design the visual identity and produce a publication and website. As a brand-new strategy, the document had to make an impact so stakeholders would take notice.

The entire project was produced in a critical timeframe to be ready for the launch date.

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As a new initiative of the Department of Foreign Affairs and Trade (DFAT), the International Cyber Engagement Strategy aims to position Australia as a nation of influence in Cyber Security.

Closely collaborating with DFAT we created a recognisable brand that conveys the influential tone. The logo is loosely reminiscent of a computer chip, which communicates a strategy that is digital and future focussed. As technology is ever-changing, the brand is also flexible and can evolve over time.

Publication vs website The publication was developed quickly, with professional editing, type setting and graphic elements. The front cover makes a strong impact with a spot UV and holographic foil logo. Eight bespoke icons were created for each of the themes. These represent complex ideas such as Digital Trade, while keeping the consistent visual theme of the brand.

Results The content was translated to web in an engaging way with great attention to detail for both desktop and mobile devices. It is interactive and easy to navigate with a chapter menu and buttons that allow users to shift through the content quickly. Subtle animation was added to emphasise the content in a compelling way, so each paragraph fades in as the user scrolls.

The strategy was launched by the Minister for Foreign Affairs, the Hon. Julie Bishop MP. The design and visual identity ensured the content was ‘not just another report’. It gave the content the attention it needed. DFAT now have a brand that will continue to standout and grow with the Cyber Engagement Strategy as it evolves into the future.

Visit dfat.gov.au/cyberaffairs

CREATE INTEREST

Immediate returns on repositioning strategy

ISPT manages an impressive portfolio of commercial property assets across Australia. They believe happy tenants are good tenants so they create incentives to make their properties great places to work.

By carefully managing their environments and providing programs such as free libraries, yoga, networking events and meeting spaces, they keep their tenants engaged and happy.

While most of ISPT’s properties in Canberra were at capacity, 2 Constitution Avenue was facing low occupancy. This office building has a lot going for it, but its reputation preceded it as a tired government building.

The opportunity 2 Constitution Avenue is being revitalised, gaining a new foyer and facilities. It’s in a prime position in the city, close to Barton and the airport. Yet most of all, it offers ISPT’s meticulous care and generous social programs.

To communicate the great opportunities of leasing a workplace at 2 Constitution Avenue, we created a new brand and visual identity that introduced a key narrative theme.

‘The Power of 2’ allowed us to tell the greater ISPT story and gave us the ability to take the strengths of both the building owner and the building itself, and expand them exponentially.

Implementation We produced a brand mark informed by the new architecturally designed interiors; evoking an idea of the ‘expanding power of 2.’ It has been used to great effect across all collateral and as high-impact signage in the foyer.

The brochure was an in-depth expansion of the ‘power of 2’ concept. This tactile takeaway helped prospective occupants see the potential of the building during its renovation. It covered practicalities such as floorplans and the special features with an engaging narrative. Imagery of people experiencing the activities and amenities helped potential tenants to connect and see themselves in the building.

Testimonial “We had a perception problem and needed to reposition 2 Constitution Ave Canberra for all that it is. The team from CRE8IVE took us on a journey that allowed us to realise the ‘opportunity within’, which then talked to the business plan, the architectural brief, the amenity within and how the asset was viewed in the marketplace. 2 Constitution is a compelling proposition to the Canberra CBD and CRE8IVE helped create and capture our vision through the process, the collateral and the branding.”

— Heather Kent, ISPT Visit 2constitution.com.au

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CREATE STYLE

Celebrating Canberra’s design community

It is often the obscure, raw and experimental pursuits that push our boundaries, expand us and make us see things in a new way.

We believe it is important to recognise and support the creatives who pave the way forward.

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CRE8IVE is passionate about the arts, and are proud to support the Design Canberra Festival. A festival like this strengthens Canberra’s international profile as a creative capital and that can only be a good thing for a business such as ours.

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The brand

Collective creativity

Custom typeface

Canberra has been, and will always be, a living design laboratory. Paramount to the brand was showing how design and Canberra are intrinsically connected.

CRE8IVE achieved this by creating a simple typographic mark, visually connecting the festival title together. The logo was created to have longevity and be able to embody a new visual style every year.

In the spirit of the festival, CRE8IVE, Zoe Brand and Sean Davey collaborated to develop the festival’s visual identity. After some experimentation, Zoe’s handmade object was photographed and became the centre piece of the festival promotion.

“On first glance the typeface may appear commercially made, laser cut perhaps. But on closer inspection the letters are off, not quite right, close, but not.”

— Zoe Brand

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In addition, a custom typeface was born from the object which became an integral piece of the visual language used throughout all collateral. This allowed us to combine the mix of design styles and materials with a simple layout and typography to provide a fully integrated festival look and feel.

CREATE BEAUTY

Website

Events engine

CRE8IVE worked with the Design Canberra team to improve the online experience of a festival attendee and make events more accessible to the general-public. With over 200 events in and around Canberra, priority was placed on searching and discovering experiences during the festival that could potentially be buried or missed due to the sheer volume of activities.

A ‘smart events engine’ was developed, considering how users would search for events. The key was providing filters across event themes, categories and dates. This functionality was delivered across mobile and desktop interfaces. In addition, we improved the user experience by adding the ability to shortlist events through a simple event planner to save events and review them later.

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Results A huge increase in user engagement is evident when looking at the analytic data over the same pre-festival period last year.

70% increase in website sessions & 68% increase in users compared to last year

5 PHOTO CREDIT 1: LEAN TIMMS @LEANTIMMS PHOTO CREDIT 2: NERIO COMMUNICATIONS PHOTO CREDIT 3, 4 & 5: DAVEY BARBER @_5FOOT

For the six week period surrounding the festival there was a 70% increase in website sessions from 17,501 to 29,714. There was also a significant increase of 68% in users, from 10,645 to 17,860.

The Design Canberra team is thrilled with the results, with increased attendance of events and awareness of the festival.

Importantly, international website traffic more than doubled in comparison to last year.

This was a key KPI for the festival, aligning with Canberra’s push to be an internationally recognised design capital.

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CREATE STORIES

The experience of storytelling

Experience : Story

We value storytelling in all its forms.

Stories enrich our lives and give us a powerful ability to communicate and spread information in compelling ways.

That’s why we jumped at the opportunity to partner with Cinefly and create a user experience that democratises storytelling.

Choose your storyboard

Cinefly gives the chance for ordinary users to be transformed into extraordinary storytellers with a simple and easy to use mobile app.

From their phones, users are given a shot- by- shot guide to help them shoot professional quality video content.

Effective storytelling should be available to everybody.

This platform allows organisations the ability to integrate user-generated-content quickly and effectively into their digital marketing.

Cinefly will revolutionise content creation in the tourism, education and NGO sectors by allowing people to communicate consistently and in an engaging manner through their mobile devices.

CRE8IVE has partnered with Cinefly and have helped guide and implement the User Experience (UX) strategy through a series of workshops and prototypes. Based on the UX outcomes, a user interface was designed and streamlined for successful implementation into the native iOS app.

The Cinefly app launched earlier this year and is currently branching out nationally.

We’re excited to continue working with this impressive start-up and look forward to a future where this new platform can enable all people to tell their stories.

Visit cinefly.io

Watch the shot guide

Shoot the shot

Make your video

Manage your stories

Choose your take

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CREATE PASSION

Meet Joel & Laura

We’re pretty lucky to have such an eclectic mix of people to work with at CRE8IVE. Each person here has a wide range of interests and creative pursuits beyond the realm of their desks.

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“Laura is often unprepared, taken by surprise and pretends to be someone else…”

“There’s a good reason Joel spends time in his laundry… in the dark...”

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JOEL HANCOCK | SENIOR DEVELOPER | CAMERA NERD During the week, our senior developer Joel spends his days solving complex IT problems and creating innovative digital media for our clients. But on the weekends, he steps away from code and into the darkroom… in his laundry.

For the past three years, Joel has collected assorted vintage black and white cameras and develops the film at home. Today he has about a dozen cameras going back to the 1940s. Joel is drawn to these little contraptions for the enchanting way they capture a moment by harnessing light, and for their analogue, tactile appeal. The cameras vary in age and film size. He likes to tinker with their old knobs and dials, explore their settings and gain an understanding of how each of them works.

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Photography is very different to web development.

What drew you to it?

My job is very virtual, so everything I do at work involves writing code and you don’t always see a physical result.

Photography is very different to programming. It’s tactile, there’s a process involved and something physical to hold at the end of it. That’s really appealing.

How do you think having that creativity influences your work with CRE8IVE?

What is the best part of playing with film cameras?

Well, with a digital camera it’s just ‘click’ and you see the photo. With film, there is a whole other journey you go on after you press the shutter. You look after the film, and then you process it. And at the end, you pull something out of the developing tank and suddenly there’s an image. It’s like magic.

I think the aspect of doing different things outside your day job is important, especially for us as a creative agency. I think everything you do informs everything else and the more you read and expose yourself to new things, the better decisions you can make.

Do you have a favourite camera?

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LAURA GRIFFIN | COPYWRITER | IMPROV ACTOR

FOLLOW JOEL ON INSTAGRAM + FLICKR

It’s a little 35mm camera, but it’s tiny and it’s from the 1940s.

It has bellows and a lid that flips up. I love it… it takes really nice, crisp photos.

@MRJOELHANCOCK

Laura’s day job is usually on the other side of the interview desk; gathering and writing content as our in-house copywriter. By night (well, every Tuesday night) she braves the unpredictable world of Improv theatre.

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What is Improv?

Improv is improvised theatre, made-up spontaneously on the spot.

It sounds scary… What motivated you to get involved?

I used to do a lot of theatre as a kid, I was a big theatre nerd… and my favourite part was the improv warm up games.

Then before starting at CRE8IVE I was working from home, by myself, not meeting a lot of people, and I decided to try something on the side. I soon rediscovered Improv and found that there is a bit of a cult here in Canberra… maybe not a cult… an intrenched community.

Does Improv have any influence with your work here?

Yeah, in many ways. Any type of creativity I think helps you do more with your brain and helps you think outside the box.

They’ve done studies where when doing Improv, you teach your brain to shut down the part that’s constantly criticising and questioning so that you can expand your mind a bit more and come up with different ideas instead of shutting yourself down all the time.

Laura is part of the Lightbulb Improv Troupe performing on the first Friday of every month at Smiths Alternative 76 Alinga St, Canberra ACT 2601.

4 PHOTO 1 & 3: BELCA BELTICA 1 (1951) B&W 35MM FILM

PHOTO 2: CANON SLR (1980s) B&W 35MM FILM PHOTO 4: ZEIS IKON NETTAR II 517/16 (1949) MEDIUM FORMAT 6X6

Find out more at www.facebook.com/lightbulbimprov PHOTO 5: WORKMAN IMAGES PHOTO 6: MARK TURNER IMAGES

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CREATE ENGAGEMENT

Longitudinal approach to Australians wellbeing

CRE8IVE was selected from a competitive tender process to develop a visual identity for the National Centre for Longitudinal Data (NCLD) and the NCLD Conference.

The purpose of the Longitudinal Data Conference was to enhance Australia’s capability and capacity to use longitudinal data to improve outcomes for all Australians.

Strategic approach To ensure the conference was accessible and understandable across all audiences, key messages and statements used plain language to easily describe the NCLD’s purpose. The key messages and tagline created were used in the development of further long-copy applications for posters, flyers and brochures. This simple direction was further reinforced by the corporate image developed and its brand implementation.

Brand and identity The NCLD brand identity represents an overall corporate image and is an important tool for increasing the visibility of the NCLD and its activities to its audiences. It was created with careful consideration of the NCLD’s mission to advance a longitudinal evidence base that informs policies and practices to improve the wellbeing of people and families in Australia the course of their life.

The new brand was initially rolled out across numerous items, all fully documented within a comprehensive style guide.

Film and video As part of the annual conference, NCLD required the production of a suite of promotional videos relating to the 20 year history of longitudinal data in Australia. Sophisticated animation brought the graphics to life and were woven through a series of interviews.

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CREATE INSIGHTS

Testimonial

“CRE8IVE understood the brief well, was responsive to our needs, and ultimately produced a suite of high quality products that were well integrated.”

Adam Rowland Executive Manager National Centre for Longitudinal Data (NCLD)

Impact The Longitudinal Data Conference attracted around 700 delegates, exhibitors and national and international speakers.

They successfully promoted longitudinal data and the important work that DSS is doing as a key leader in that space.

The brand and key messaging created a consistent framework to reinforce NCLD’s mission to improve the wellbeing of all Australians.

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CREATE CELEBRATION

australiday.org.au received 252,350 page views on Australia Day.

A complete user experience

The National Australia Day Council (NADC) is responsible for supporting state and territory council communications activities. Central to that role is providing an easy to use website that enables fast access to editing content and managing events.

CRE8IVE was engaged to redesign the website with the goal of creating a visually striking website that was easier to navigate and more useful for councils and everyday Australians.

The right questions Asking the right questions when engaging with stakeholders ensured we were able to gather the right intelligence to feed into the co-creation workshops and consultation sessions.

From these sessions new wireframes, information architecture and content strategy were developed.

Visual approach The visual design was tackled with a focus on ensuring all aspects of our diverse nation were captured. A bright and varied colour palette and use of emotive photography allowed us to express the celebratory intent behind Australia Day. Technology Considering the content administrators user journey informed our decisions around editable areas, flexibility in content design and usability. The website enables fast and intuitive content management through a powerful content management system.

The website is built on a responsive platform and allows for a considered mobile and tablet experience. The events component of the site uses mobile GPS location data to help find events in the user’s area.

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Traffic has steadily increased year on year and we expect over 300,000 in 2018.

Critical communications challenge accepted

CREATE CLARITY The Critical Infrastructure Centre (the Centre/CIC) coordinates the management of the complex and evolving national security risks to Australia.

• Analysis of existing Australian Government communications mechanisms used to deliver national security • The creation of a brand and visual identity informed by the Centre’s strategic mission, vision and values; all documented in a comprehensive style guide • The delivery of a strategy that was to be self-administered by the Department

02 Brand Elements

Logo

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For the majority of logo usages the colour version should be used in the lockup with the Australian Government logo.

When the Australian Government, as represented by the Attorney-General’s Department, required the development of a whole-of-government brand and communications strategy for the Centre, CRE8IVE was able to guide the newly formed entity through the entire strategic development process.

For cases where colour reproduction is not available the greyscale version should be used depending on the production limitations.

Colour

Colour Reverse (Blue background only)

Greyscale

03 Brand Imagery

Our use of imagery is the best way to communicate what we aim to safeguard on behalf of Australia. As such our images depict types of critical infrastructure.

The tone of the images is bold, stylish, and of professional quality.

The ‘energy infrastructure’ category includes sub-categories which refer to each energy source: •

Coal

•

Solar

•

Oil

•

Wind

•

Hydro

•

Nuclear

Energy

Reverse greyscale

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The strategy needed to provide advice to a diverse array of internal and external stakeholders. Advice on improving clarity when communicating; best practice advice; and, guidance on approaches to managing risks and hazards to Australia’s critical infrastructure.

The Centre’s branding and communications strategy is vital to ensure their stakeholders clearly understand who the Centre is, what their objectives are, and how to engage.

Approach

Key to the success of the strategy was the implementation plan and supporting materials which ensured the Department could independently continue to stay on-message and on-brand.

Results Within six months, the Centre had achieved its strategic communication objectives: • Defined positioning and branding

CRE8IVE’s approach to delivering the branding and communications strategy included: • Analysis of the eco-system and current stakeholders to determine their awareness, understanding and engagement priorities • Conducting an environmental scan of Australian Government websites relating to critical infrastructure

• Enhanced awareness • Improved understanding regarding CIC’s scope of work and jurisdiction • Identify and leverage appropriate communication vehicles This project was delivered in partnership with NERIO Communications, our strategic PR, marketing and communications partner.

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creating meaningful change in 2018. get in touch hello@ c8.com.au We’re a creative agency helping our clients tell compelling stories to reach their audience, thoughtfully and authentically.

We use clever strategy, considered design and innovative technologies.

We strive to do things differently and customise our approach to create engaging and relevant work that resonates.

We make a difference by listening to our clients, their audience and what’s happening around us.

In a world of unfathomable change and progress, we recognise that organisations have the power to influence and impact people’s lives in new and surprising ways.