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