Fabric Folio

Page 1

ISSUE TWO

FEBRUARY 2014


Fabric builds, creates and manages brands. Through creative strategy, award winning design and strong process management, we help organisations express themselves. We work across all areas of brand expression. From communication strategies, brand planning, name generation, identity creation and brand campaigns, through to editorial, interactive and environmental design. And we operate in whatever channel you are in – or should be in – traditional, social, experiential or digital. We create keepsake quality work, that works, and we do this consistently for an eclectic and enviable group of local and global clients.



DEXUS Property Group BRAND CREATION STRATEGY NAMING BRAND MARK ART DIRECTION DIGITAL PLATFORMS PRINTED COLLATERAL


ISSUE TWO

We created ‘Platform’ and the proposition ‘Elevate your brand’ to showcase the unique space at premium and iconic buildings such as 1 Bligh Street and Australia Square in Sydney, 360 Collins Street in Melbourne, and Blue Tower in Brisbane.

05

DEXUS are in the fortunate position of having access to over 500 companies and 110 office buildings nationally. This gives them the audience and portfolio of assets required to offer targeted pop up and brand activation capabilities to a multitude of brands and products.

FEBRUARY 2014


Google AWARD DESIGN STRATEGY ART DIRECTION 3D MODEL PACKAGING


07

The YouTube awards are awarded to the creative agency, media agency and client behind the most watched ads on YouTube within Australia. As the latest in a series of projects for Google, we designed and produced the physical awards – moulded clear resin blocks - to portray the YouTube brand in an appropriate manner and do so in a way that would be attractive to recipients.

ISSUE TWO FEBRUARY 2014


Bootleggers BRAND CREATION ILLUSTRATION PRINTED COLLATERAL COPY WRITING WEBSITE BRAND GUIDELINES

Bootleggers is a new beverage supplier that sources and delivers unique and boutique fine wines and spirits from around the world. We built the brand positioning and delivered all touch points from brand mark and stationery, through to guidelines and website.


Russell Investments engaged us to create a bold brand awareness campaign that demonstrated their performance story. Our take was to focus not purely on performance, but on Russell’s enviable track record of consistency of performance.

BRAND CAMPAIGN

09

Russell Investments

We created the visual and verbal brand messaging for the campaign and rolled it out across multiple platforms, both internally and externally.

ILLUSTRATION PRINTED COLLATERAL COPY WRITING

ISSUE TWO

93

Chaos? We see What chaos? consistency. FEBRUARY 2014

Russell. Consistent.


Savills BRAND CAMPAIGN STRATEGY BRAND ARCHITECTURE ART DIRECTION ILLUSTRATION DIGITAL PLATFORMS COPY WRITING

In late 2013, we visually and verbally repositioned the Australian arm of global real estate service provider, Savills. The brief called for a distinctive and engaging brand campaign that was flexible enough to work across specific divisional and corporate communications. The resulting campaign needed to elevate Savills profile in the Australian market, while also being relevant within a regional and global context. We positioned Savills as the best choice for commercial and residential property, and launched the campaign to market across multiple digital and print channels.

500

NO.1 2 EMPLOYER

MILLIO of pr

10

under m

billion proper


2.7

45% MARKET SHARE

ABOVE 10 MILLION

ON SQM + MARKET roperty IN ASIA

103 SI billion property valued

1.6

billion of property sold

ST

18 WEBSITE

best PROPERTY

CONSULTANCY

rty valued TIER 1 PROJECT MANAGER

FEBRUARY 2014

03

management

ISSUE TWO

45 COUNTRIES

011

25000

0 OFFICES


NSW NOW BRAND CREATION STRATEGY POSITIONING BRAND MARK COPY WRITING ILLUSTRATION DIGITAL PLATFORMS PRINTED COLLATERAL

$58.7b NSW exports of goods and services were $58.7 billion in 2012

$58.7b 1st $58.7b 1st $58.7b 1st NSW exports of goods and services NSW of goods and services wereexports $58.7 billion in 2012 were $58.7 billion in 2012

NSW exports of goods and services were $58.7 billion in 2012

$33b $5.37b $5.37b

InInannual annualfood foodproduction productionand andagriculture agriculture sales salesand andservices services for forNSW NSW Exported by NSW in

$5.37b

Exported byrelated NSW intravel education education in 2012 related travel in 2012 Exported by NSW in education related travel in 2012

$5.37b Exported by NSW in education related travel in 2012

Sydney is ranked first in Sydney is ranked in the Asia Pacific first in terms the Pacific capital in terms of Asia intellectual and ofinnovation intellectual capital and Sydney is ranked first in innovation the Asia Pacific in terms of intellectual capital and innovation

$153m 166% 166% 166% 1st

Sydney ranked equal 1st with Silicon Valley on the Trendsetter Index and 12th overall on the Global Start-up Australia's Australia'shighest highest investment investment inin Ecosystem Index R&D R&Dby byfood food processing processing companies companies NSW goods exports to NSW goods to China grewexports by 166% China grew2008 by 166% between and 2012 between 2008 and 2012 NSW goods exports to China grew by 166% between 2008 and 2012

40%

1st

Sydney is ranked first in the Asia Pacific in terms of intellectual capital and innovation

40%% 40 40% Industry Industry Industry

Industry

57

Exp

NSW is Australia's creative NSW is Australia's creative services powerhouse - home services - home to 40%powerhouse of the industry and 57% % NSW toof40% of the industry and 57% Australia's exports is Australia's creative % of Australia's exports services powerhouse - home 40% oftothe industry and 57% NSW goodsto exports % exports China grewof byAustralia's 166% between 2008 and 2012

166%

57 57 57

Exports Exports Exports NSW is the source of more NSW theof source of more thanishalf Australia’s Professional than half ofDigital Australia’s Professional Services, Economy, and Services, Digital Economy, and Creative Industries exports NSW is the source of more Creative Industries exports than half of Australia’s Professional Services, Digital Economy, and Creative Industries exports

81.2m 175K+ $1. $4.2b

In the year ended March 2013, 81.2 million visitors Through its five inte came to NSW and stayed and investment offi for 152.8 million nights attracted $1.7 billion spending $26.2 billlion investment, assisted dollars in the NSW economy People Peopleemployed employedininthe the NSW NSWfood food Inannual annual agriculture agriculturegenerate and andfood foodexports exports In 2012-13, 4005 In skilled migrants $562 milli and andagriculture agriculturesectors sectors for forNSW. NSW. Australia's Australia'sleading leadingstate state Inwere 2012-13, 4005permanent skilled migrants granted visas helped to create 2,9 were granted permanent visas to fill skill shortages in NSW to fill skill shortages in NSW In 2012-13, 4005 skilled migrants were granted permanent visas to fill skill shortages in NSW

4005 4005 4005


Working with NSW Premier Barry O’Farrell and his team within the Trade & Investment department, Fabric and OgilvyOne developed the brand strategy, brand mark, positioning statement and all digital and printed collateral for NSW NOW.

ISSUE TWO

40%

Industry

57%

NSW is Australia's creative services powerhouse - home to 40% of the industry and 57% of Australia's exports

Exports

NSW is the source of more than half of Australia’s Professional Services, Digital Economy, and Creative Industries exports

m

ch ors yed

n onomy

m m

In 2012-13, 4005 skilled migrants were granted permanent visas to fill skill shortages in NSW

4005

$1.7b

Through its five international trade and investment offices, NSW has attracted $1.7 billion foreign direct investment, assisted exporters to generate $562 million in sales and helped to create 2,900 jobs

175K+

ment in ent in companies ompanies People employed in the NSW food People employedsectors in the NSW food and agriculture and agriculture sectors

$4.2b

In annual agriculture and food exports Infor annual foodstate exports NSW.agriculture Australia's and leading for NSW. Australia's leading state

FEBRUARY 2014

%

to % 2012

013

NSW NOW is a state government initiative built to drive local and global business investment into New South Wales.


Salmat

DIRECT MARKETING CAMPAIGN STRATEGY ART DIRECTION COPY WRITING 3D MODEL PRINTED COLLATERAL


ISSUE TWO

We designed and produced 150 of the 30 centimetre long, three kilo pink horses to launch the campaign. Why? Well, you could say that the Trojan horse was the first example of a triumphant, intrusive campaign – so who wouldn’t let an unbranded, hand-delivered pink horse through their door!

015

As part of an ongoing brand awareness project for Salmat we created a targeted DM campaign that featured our very own ‘Trojan horses’.

FEBRUARY 2014


American Express PUBLICATION DESIGN STRATEGY NAMING ART DIRECTION COPY WRITING DIGITAL PLATFORMS PRINTED COLLATERAL


017

Fabric worked with OgilvyOne and American Express on the design and publication of ‘Blueprint’, a series of five quarterly Apps and printed publications. Blueprint contains articles around market trends and consumer insights. The first edition focuses on the theme of Large Enterprise, with topics ranging from luxury retail, travel, dining and consumer electronics.

ISSUE TWO FEBRUARY 2014


Coca Cola CAMPAIGN IDENTITY ILLUSTRATION PRINTED COLLATERAL COPY WRITING PACKAGING

Working in collaboration with Ogilvy and Coca Cola, Fabric designed and produced multiple brand touch points and product packaging associated with the celebration of Coles 100 year anniversary. In-store collateral included POS systems, 24 can packs, and retro 4 x 250ml glass bottle packs.


BRAND BOOK ART DIRECTION ILLUSTRATION PRINTED COLLATERAL DIGITAL PLATFORMS

Medibank Health Solutions engaged Fabric to design and produce their Employee Value Proposition (EVP).

019

Medibank

Standing at 240 pages, the publication is part diary, part brand book, and part reference tool. It also profiles a day in the life of selected employees and gives an overview of the various business units.

ISSUE TWO FEBRUARY 2014


Russell Investments CAPABILITY DOCUMENT STRATEGY COPY WRITING ILLUSTRATION PRINTED COLLATERAL


021

Russell Investments has US$162 billion in assets under management and 1,900 associates in 24 offices worldwide. This gave us a wealth of material to draw from when we designed and produced a bespoke suite of capability documents for Russell in Australia. We were able to source content, case studies and success stories that really articulated Russell’s capabilities.

ISSUE TWO

H H

partnership

Com pe tit i

ve

FEBRUARY 2014

tailored

co ve ro ut sid e an di ns ide


PEET Property BRAND CREATION STRATEGY NAMING BRAND ARCHITECTURE BRAND MARK ART DIRECTION COPY WRITING ENVIRONMENTAL DIGITAL PLATFORMS PRINTED COLLATERAL SIGNAGE


023

In collaboration with Ogilvy Melbourne, we were engaged to visually and verbally bring ‘Aitken’ to life. Aitken is a new property development from Australia’s leading land developer PEET and features three distinct precincts: Arena, Aspect and Peak. We created all of Aitken’s brand, marketing and advertising, and print and digital touch points.

ISSUE TWO

ARENA

ASPECT

PEAK

FEBRUARY 2014


AANA

The Australian Association of National Advertisers (AANA) wanted to launch the first AANA Awards recognising Great Australian Marketing Achievements with suitable impact.

BRAND CREATION STRATEGY NAMING BRAND MARK 3D MODEL COPY WRITING DIGITAL PLATFORMS

PRODUCT/ SERVICE AWARD

We created the name, brand mark and website, as well as multiple digital and print touch points, that celebrated Australia’s marketing achievements in the global landscape.

CAMPAIGN AWARD

TALENT AWARD


ANIMATION STRATEGY STORY BOARD COPY WRITING ILLUSTRATION ANIMATION DIGITAL PLATFORMS

Our challenge was to engage and inform a very large audience about multiple topics. To do so we wrote an insightful script, created the storyboard and built a simple visual language that communicated clearly and simply in black and white…and a bit of red.

025

Jones Lang LaSalle

We designed and produced a dynamic digital platform that illustrated Jones Lang LaSalle’s stance on Productivity within the area of Global Real Estate.


DEXUS Property Group DIRECT MARKETING CAMPAIGN STRATEGY ILLUSTRATION 3D MODEL COPY WRITING


027

In another project for DEXUS Property Group we created an oversize paper airplane as the centrepiece part of an office leasing campaign for 309 Kent Street. The campaign encouraged potential tenants to consider 309 Kent Street, with its executive ‘end-of-trip facilities’ and harbour views, as the new destination of choice for their corporate office.

ISSUE TWO FEBRUARY 2014


Savills EMPLOYEE CAMPAIGN STRATEGY ART DIRECTION ILLUSTRATION COPY WRITING


029

Savills Australia had never before articulated a specific employee brand separate and parallel to the corporate brand. We created the visual and verbal language using the existing ‘It’s the people behind the property that makes us’ positioning. This involved developing a matrix of digital and print touch points for staff, stakeholders and potential recruits so that they would recognise this employee brand as representing the ‘people’ side of the business.

ISSUE TWO JANUARY 2014


RAC

With over half a million vehicles covered by membership, the RACÂ offers a wide range of motoring and allied services.

REBRAND STRATEGY BRAND MARK BRAND GUIDELINES

Travel

For the better

Working with JWT’s Sydney and Perth offices, we rebranded and repositioned the RAC.

internal and external stakeholders, as well as the RAC Council Committee. The new brand was rolled out across all marketing and advertising deliverables and extended right through to vehicle livery, signage and uniforms.

During this mammoth project, we worked in close collaboration with

Finance

For the better

AutoServices For the better


PITCH COLLATERAL ILLUSTRATION PRINTED COLLATERAL COPY WRITING

Russell Investments wanted to strengthen how they pitch to clients by articulating their expertise and capabilities in an engaging and dynamic new way.

031

Russell Investments

Working in collaboration with the Russell pitch team, we mapped out the client journey from initial introduction, site visit and capability demonstrations, through to the final pitch presentation.

ISSUE TWO

Throughout, we illustrated the Russell story using informative and content rich touch points. These included bespoke letters and invites, personalised stationery packs, interactive Keynote presentations and end of trip goodie bags.

FEBRUARY 2014


IBM PUBLICATION DESIGN STRATEGY ART DIRECTION ILLUSTRATION


033

Partnering with OgilvyOne, we designed, illustrated and produced an 80 page report for IBM Australia. The report, commissioned by the National Institute of Economic & Industrial Research, covers the impact of the digital economy for Australian enterprises. We designed the report to make full use of the iconic IBM look and feel.

ISSUE TWO FEBRUARY 2014


Coca Cola CAMPAIGN IDENTITY STRATEGY BRAND MARK BRAND GUIDELINES


out across multiple touch points including Coke, Diet Coke and Coke Zero packaging, as well as experiential and pop up activations.

035

Working in collaboration with Ogilvy and Coca Cola, Fabric created the brand mark and brand guidelines for the ‘Coke Loves Summer’ campaign. The campaign celebrates all instances of summer fun across various summer sport and music events. It was rolled

ISSUE TWO FEBRUARY 2014


Savills MARKETING CAMPAIGN STRATEGY ART DIRECTION PRINTED COLLATERAL COPY WRITING

Savills Global Residential team, on behalf of the Fairfax family, commissioned Fabric to design and produce an international marketing and sales campaign for the sale of Elaine. “Elaine” is an iconic 1870s mansion at Point Piper in Sydney and is valued upwards of $100m.

Elaine

As part of the integrated campaign, we created a 34 page bespoke book that showcases Elaine’s beauty to potential buyers and demonstrates Savills capabilities and experience.


MARKETING CAMPAIGN ILLUSTRATION PRINTED COLLATERAL COPY WRITING

The Australian Trade Commission (Austrade) is the Australian Government’s trade, investment and education promotion agency.

ISSUE TWO

We created a multi-platform marketing campaign that targeted international investors looking at establishing or expanding their business in Australia. Central to this was that we highlighted Australia’s five key benefits and credentials and posed the question Why Australia?

037

Austrade

FEBRUARY 2014


Dell DIRECT MARKETING CAMPAIGN STRATEGY PACKAGING ILLUSTRATION PRINTED COLLATERAL


039

We created the ‘Dellicopter’ as part of an integrated DM campaign to promote the 12th Generation Poweredge Server. 750 Dellicopters were sent to IT managers around the country. Upon delivery, the ‘pilot’ was prompted to contact Dell to receive the missing controller. This was then delivered in person by a Dell representative.

ISSUE TWO FEBRUARY 2014


Australia Square DISPLAY SUITE STRATEGY ART DIRECTION ENVIRONMENTAL PRINTED COLLATERAL

The 40-level, Harry Seidler designed Tower at Australia Square is one of Sydney’s most iconic and architecturally important buildings. Co-owners DEXUS and GPT Group wanted to promote the benefits of leasing floors in Australia Square. As a central part of the leasing campaign we developed, we designed and produced an on-floor, interactive display suite that highlighted the buildings unique, column-free circular design.


041

ISSUE TWO

FEBRUARY 2014


Savills CREDENTIALS DOCUMENT STRATEGY COPY WRITING ILLUSTRATION DIGITAL PLATFORMS

Local Government Super (LGS) prides itself on the environmental performance of its property portfolio. This inspired us to create an organic approach to Savills Asset Management request to design and build a dynamic and interactive Keynote submission for LGS.


BRAND CAMPAIGN STRATEGY ILLUSTRATION COPY WRITING DIGITAL PLATFORMS

In developing the new visual and verbal positioning for Salmat Digital, we created the brand strategy, wrote the positioning statement and designed the visual language. We then rolled out the new look and voice across multiple brand, marketing and advertising touch points.

043

Salmat Digital

JANUARY 2014


DEXUS Property Group DISPLAY SUITE STRATEGY BRAND MARK ENVIRONMENTAL SIGNAGE

ILLUSTRATION DIGITAL PLATFORMS PRINTED COLLATERAL COPY WRITING


045

The biggest ideas can come from the smallest beginnings‌ when we created an interactive display suite at 383 Kent Street, we super-sized a range of everyday objects to direct, inform and excite potential tenants.

ISSUE TWO FEBRUARY 2014


Google DIRECT MARKETING CAMPAIGN ART DIRECTION COPY WRITING PACKAGING

This was a nice little paper engineering exercise we undertook for Google – we needed to create a simple packaging solution to deliver a specific bottle of wine to a group of selected clients. It needed to protect the bottle, enable the bottle to be easily carried and also pack flat for storage.


REBRAND

Sculptra naturally regenerates collagen to give users younger, healthier looking skin. To bring this benefit to life and separate Sculptra from its competitor set we created a campaign that focuses on natural, candid photography (no makeup, no photoshop), depicting the real results Sculptra achieves. We also created the positioning ‘reveal real’ which runs through all communications including press ads, packaging and digital platforms.

ISSUE TWO

STRATEGY ART DIRECTION BRAND MARK COPY WRITING DIGITAL PLATFORMS PRINTED COLLATERAL

We’ve just rebranded a revolutionary cosmetic product for global Pharmaceutical company, iNova.

047

iNova Pharmaceuticals

FEBRUARY 2014


Our clients Australian Rugby Union American Express CBRE Coca Cola DEXUS Property Group Google IBM Jones Lang LaSalle KFC Lend Lease

Medibank MoAD NSW Government PEET Property Perpetual Russell Investments Salmat Savills Australia Sydney Opera House Vodafone



Contact Lee Liversedge Managing Director +61 (0) 404 215 311 lee.liversedge@ wearefabric.com.au John Weir Creative Director +61 (0) 481 296 434 john.weir@ wearefabric.com.au Sydney 72 Christie Street St Leonards Sydney, NSW 2065 +61 2 9268 1679 Melbourne Level 12 380 St Kilda Road Melbourne, VIC 3004 +61 3 9690 1477

www.wearefabric.com.au


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