Your all-in-one marketing solution
TACTICAL DIRECTIONS AGENCY SHOWCASE
marketing Full-service agency.
With over 23 years of history, our journey is a tapestry of growth and evolution. Today, we provide comprehensive, full-service marketing solutions to renowned global brands, government bodies, and small businesses across Australia.
Led by strategic insights
Fuelled by creativity
Driven by passion
impact your How we brand. SERVICES
We approach your brand with a holistic perspective, crafting bespoke marketing strategies that drive meaningful and transformative results. By staying ahead of evolving trends, we ensure sustained growth and impactful outcomes across the full marketing landscape.
Research + Strategy
Campaigns + Promotions
Branding
Ideation
Graphic Design
Content Creation
Web + Digital + Social Media
Videography + Animation
Events + Activations
Marketing Training
Resourcing
WCAG 2.1 AA Accessibility
of industry expertise. Diverse spectrum
With over 20 years of experience across a broad range of industries, including government, finance, FMCG, construction and more, our team of seasoned professionals excels at adapting our proven strategies to meet the unique needs of any sector and audience.
CLIENT COLLABORATIONS
Our diverse client collaborations showcases our commitment to excellence and our expertise in driving success across a wide array of industries. From innovative startups to established global leaders and Government bodies, we have consistently delivered tailored solutions that meet the unique needs of each client.
A sum greater than our
OUR TEAM individual parts.
Our elite team work in perfect harmony to generate the highest caliber of ideas, solutions, and results. Together, we bring a rounded set of disciplines, each a specialist in our respective fields. This ensures that your marketing is produced with a 360 degree lens of influence.
We are powered by big talent, with a team who have transitioned from some of Australia’s leading agencies. Our exceptional staff retention speaks to our commitment to a thriving company culture, which extends to the way we collaborate with our clients.
us apart... What sets
Superior service
We’ve never lost the DNA of those early days and put client service at the core of everything we do. We listen, test thinking, push boundaries and bring limitless energy and passion to every partnership.
Ownership
Our unwavering loyalty and dependability fuel our ownership mentality, translating into genuine care and real results. We become an extension of your brand, with the same commitment to achieving shared success.
Agility
We’re creative problem-solvers who are quick to adapt, combining the best of our team to deliver tailored solutions that are continually optimised for results.
Innovation
We believe in the transformative power of fresh ideas and innovative solutions, always going above and beyond to deliver unique and impactful outcomes that creating lasting value.
OUR FORMULA formula.
A proven
As a starting point, our process will look inward before we look outward. Workshopping with you to unpack the intent, challenges and insights together to ensure we’re solving the right problem.
Identify
You have identified a challenge or opportunity.
Vision
Before we attempt to engineer your vision...
Build
Now we’re primed to solve and innovate.
Design
Only then do we begin co-designing solutions.
Adopt
The solution can now be adopted and executed.
Intent ..together, with key stakeholders, we unpack the intent..
Insight
...to unlock core insights that will produce a robust solution.
TESTIMONIALS
What our clients say...
I love working with TD! You are very professional and efficient! One of the best agencies I have ever worked with (and I have an agency background therefore can be picky). Thank you for all your hard work and efforts.
“
TD showed excellent prioritisation, time management and resource management skills to deliver top quality creative under pressured conditions, including time restrictions and changing scope.
TD, you have gone above and beyond in the seven months that I have been here. I really appreciate all the effort that you guys put in to every request, no matter how insane.
PRE-QUALIFIED GOVERNMENT SUPPLIERS
Pre-qualified suppliers
Tactical Directions (TD) are pre-qualified suppliers on the following Government panels:
• Australian Government: CDC239 Creative and Digital Communications Services.
• NSW Government: SCM2701 Advertising and Digital Communications Services.
• NSW Government: SCM0005 Performance and Management Services.
• ACT Government: LGP719 Media, Advertising and Creative Services.
• NSW Health.
• Local Government Procurement: LGP719 Media, Advertising and Creative Services.
• Ballina Shire Council
• Berrigan Shire Council.
Over 400 projects for over 15
Government parnters
We’re passionate about contributing to the realisation of impactful projects. We have supported over 15 Governments bodies including:
• NSW Government
• Brisbane City Council
• City of Gold Coast Council
• Berrigan Shire Council
• City of Canada Bay
• Bogan Shire Council
• Cessnock City Council
• Coonamble Shire Council
• Northern Beaches Council
• North Sydney Council
• Local Sydney Health District
• Sydney Water
• NABERS
• Port Authority of NSW
• GreenPower.
HOW WE CAN WORK WITH YOU
Flexible agency model.
We understand that there’s no one-size-fits-all approach. That’s why we offer a flexible agency model designed to accommodate varying needs, objectives and budgets.
Designed for clients who want a comprehensive strategic marketing solution that looks at your brand holistically and takes the lead on your marketing efforts.
Designed for clients with specific marketing challenges or goals. We deliver a strategic solution that addresses your project’s unique objectives.
Designed for clients who want ongoing marketing support, either across the full suite of services, or for a specific activity, capped at a monthly budget.
Designed for clients who want flexibility, our ‘hours’ packages let you tap into our expertise and resources for various marketing tasks as needed.
Project-based
The Full Suite
Retainer
Hours Packages
Project highlights
Net Zero Transport
Round 1
Round 2
Round 3
Round 1
Round 2
Round 3
Round 1
Round 2
Grants applications (5 x fact sheets)
Uniforms, banners and poster suite Drive Electric
State Government
NSW Government Energy Social Programs
Communication Strategy & Collateral
The brief
Develop and implement a comprehensive communication and creative strategy with the objective of driving awareness and increasing uptake of NSW Government’s Energy Social Programs rebates and schemes.
The strategy
TD conducted an extensive research phase, using insights to shape the strategic recommendations. We proposed a comprehensive six-pillar communication solution, placing a strong emphasis on optimising government opportunities and fostering retailer relationships. This was complemented by strategic 3rd party collaborations and evidence-based targeted paid media to maximise impact.
Our strategy was further strengthened by a creative approach that combined empowering messaging with unique creative elements, establishing an emotional connection with our target audiences.
The deliverables
• research
• communication and creative strategy
• implementation plan
• program guidelines
• campaign collateral.
EnergyCo
Branding and ongoing marketing
The brief EnergyCo was newly formed to maximise the opportunities created by the transformation of the NSW electricity system by coordinating investment in Renewable Energy Zones (REZs) across the State. TD were briefed to help establish a consistent brand delivery to market, along with the strategic planning and execution of ongoing marketing activity.
The strategy
TD worked with EnergyCo to develop a sub-brand identity to help improve recognition of EnergyCo, and the work they’re doing, in market. To then assist with consistent and accurate execution of the brand, TD developed an extensive range of creative templates and collateral, driving ongoing brand awareness and recognition.
Aside from marketing support, TD also provides consultancy services, including guidance on improving internal processes, regular brand onboarding for new employees, and implementation of a central hub to house all available brand assets and imagery.
The deliverables to date
Sub-brand identity, strategic planning and reporting, stationery, website maintenance, eDM program, corporate documents, presentations, fact sheets, flyers, infographics, graphics and maps, brochures, signage, event collateral, large format collateral, promotional materials, feedback surveys, ad hoc campaign pushes and more.
EnergyCo Explainer Video Series
The brief Educate key stakeholders and communities on EnergyCo’s role in maximising the opportunities created by the transformation of the NSW electricity system by coordinating investment in Renewable Energy Zones (REZs) across the State.
The strategy
To effectively communicate EnergyCo’s intricate role in a manner that was both straightforward and captivating for our audience, video, a compelling storytelling medium, was strategically selected.
TD adopted an illustrative creative style, aligned to NSW Government’s brand guidelines. This approach allowed us to meticulously craft scenes that authentically depicted the diverse NSW locations, services, and communities required.
During the production phase, we leveraged animation to enhance the creative impact of selected assets. This not only elevated the overall visual appeal but also served to draw the audience’s attention to specific narrative focal points. We complemented this with the inclusion of key messages, music, and a professional voiceover, all of which were seamlessly integrated to further bolster audience comprehension and ensure compliance with accessibility standards.
The video was distributed on EnergyCo’s website, social channels and used as an education tool ongoing.
Regional NSW
Central Coast Industry Highlights Videos
The brief
TD were engaged to develop a Central Coast Industry highlight video promoting the benefits of investing in the Central Coast region.
The strategy
In collaboration with Regional NSW, TD executed a dynamic video that focused on promoting the Central Coast as a region close to Australia’s largest city, offering the same advantages of a metropolitan business setting, but without the same cost pressures.
The video was segmented into three key focus areas, including the economy and workforce, infrastructure and connections and the overall Central Coast lifestyle.
A mix of lifestyle and region-specific imagery was used to convey the narrative, supported by key messages, regional statistics, and highlights to showcase investment opportunities.
The video was featured in industry pitch initiatives, hosted on the website, and shared across social media channels.
NSW Government Water Project
The brief
In collaboration with the Department of Planning and Environment–Water, support the delivery of their regional water strategies which communicate plans to manage the water needs in each NSW region over the next 20-40 years.
The strategy
Harnessing our expertise and depth of NSW Government master brand experience, TD created an initial master document creative template, which paved the way for an efficient, consistent and visually engaging delivery of all project communications.
A partnership that spanned over 3-years, TD delivered:
• 88 x long-form strategic documents
• 1,360 x infographics and graphics
• 340 x maps
• 10,000+ WCAG2.1 AA accessible pages
• 138 x weekly meetings.
TD assumed a central role throughout the project, offering leadership in project management, creative direction, and design execution. A dedicated TD team was assigned throughout the duration of the partnership, contributing to project efficiency, quality control, accurate execution, and ongoing support and value.
NSW Government
Hunter Water Sharing Plan (Various Documents)
The brief
Development of a suite of phased public consultation documents communicating the Lower Hunter Water Security Plan, feedback and next steps.
The strategy
In collaboration with the Department of Planning, Industry and Environment and Hunter Water, TD designed a document template and leveraged to execute a suite of project documents. The creative template sought to hero the Department’s brand, whilst enhancing with the below considerations to drive audience engagement:
• high impact region specific imagery to complement content
• visual based content (infographics, maps and figures) to assist with communicating complex content and data
• clear content hierarchy to assist with ease of content navigation and readbility
• application of a colour matrix to categorise content and highlight key messages
• accessible design and tagging to meet WCAG2.0 AA compliance requirements.
The deliverables included:
• Draft Lower Hunter Water Security Plan (98-page)
• Final Lower Hunter Water Security Plan (98-page)
• Community Consultation report (244-page)
• Lower Hunter Water Security Plan – Public exhibition feedback summary (8-page).
NSW Government
Drive electric NSW EV fleets incentive program (various rounds)
The brief
The NSW Government is working to support NSW transition to electric vehicles and help fast track the transport sector to net zero emissions by 2050.
TD were engaged to assist in the creative execution of their ‘Drive electric NSW EV fleets incentive’ program rounds.
The strategy
Leveraging the NSW Government brand guidelines and the Net Zero Visual Identity, TD designed a cohesive and well-structured document suite. Colour and iconography were strategically used to categorise the two key initiative pillars, aiding in program navigation.
The deliverables
Upon a successful Round 1 launch, TD were engaged to support the consecutive Rounds 2, 3 and 4, along with additional supporting documents. Deliverables included:
• Round 1 Guidelines (56+ page long form document)
• Round 2 Guidelines (56+ page long form document)
• Round 3 Gudelines (56+ page long form document)
• Round 4 Guidelines (52+page long form document)
• Checklist document (20-page long form document)
NSW Government
Comprehensive Indigenous Expenditure Report
The brief
Creative execution of NSW Government’s Indigenous Expenditure Report, a pivotal document that enables the Government to understand, in detail, expenditure trends and ultimately, improve outcomes for First Nations communities.
The strategy
To ensure accurate and consistent implementation of Treasury NSW’s style guidelines, TD coordinated an initial brand onboarding workshop and collaborated with their team to develop a master report template. The template became the creative formula for the execution of the document and included a suite of varying page layouts, along with correct colour, iconography and graphic development and usage guidelines.
With the complex nature of the content at hand, and to improve report engagement, TD also sourced and strategically incorporated imagery. Imagery was carefully selected to reflect the diverse communities and themes detailed throughout.
The deliverables
• Document creative template.
• Sourcing of over 50 images.
• 104-page accessible report document.
NSW Government
NSW Hydrogen Strategy and Action Plan
The brief
Execution of a Strategy and supporting Action Plan communicating the NSW Government’s vision for a hydrogen economy and to re-enforce their commitment to reduce NSW’s annual emissions by 18% by 2050.
The strategy
Leveraging the Department’s brand guidelines, TD developed and executed 2 x long-form documents. To ensure the creative reinforced the modern and innovative subject matter, TD:
• developed and incorporated a suite of highly engaging infographics and graphs to visually communicate key information and increase visual interest
• strategically leveraged the secondary and complimentary colour palettes to categorise content, emphasise key messages and assist in creating dynamic and bold creative layouts
• developed an iconography suite for ease of navigation and identification of the four strategic actions.
• stylised a map to ensure seamless integration into the overall document brand look and feel
• selected high impact imagery to complement content
• developed and converted documents into online Accessible PDFs, compliant with the Web Content Accessibility Guidelines (WCAG) 2.0 Level AA.
NSW Government
Net Zero Industry & Innovation Program Project
The brief
Creative execution of a publication, summary document and social suite communicating the NSW Government’s Net Zero Industry and Innovation Program. The Program is Government’s plan to support and partner with industry to reduce emissions and help NSW businesses prosper in a low carbon world.
The strategy
TD researched and executed a suite of highly engaging project deliverables that reflected the innovative and progressive nature of the content, whilst ensuring each was instantly recognisable as a NSW Government initiative.
To further elevate the collateral, drive interest and engagement with the content, TD:
• leveraged the complimentary colour palette to divide content, pull out key information and visually enhance graphics.
• incorporated dynamic, high-quality imagery to support the content.
• developed a suite of visual graphics and infographics to communicate key information.
• developed a suite of iconography to represent core focus areas and pillars.
NSW Government Place Strategies
The brief
Design and execution of a suite of draft and final place strategies.
The strategy
TD developed a master place strategy document that both respected the brand guidelines, whilst also communicated the content in a visually engaging and meaningful way.
TD incorporated high-impact imagery and developed visual graphics and infographics to improve document engagement and navigation.
TD then executed the suite for the below:
• Draft Rhodes Place Strategy
• Draft Macquarie Park Place Strategy
• Final Macquarie Park Place Strategy
• Ingleside Place Strategy.
TD managed multiple rounds of amendments across various stakeholders, ensuring consistency, accuracy and quality were maintained.
All documents were supplied as WCAG2.0 AA accessible documents and delivered within priority timings.
NSW Government Solar for Low Income Households Campaign
The brief
The Solar for Low Income Households program provides eligible households with a free solar system installed on their home. TD were briefed on the creative development of a range of media to increase general awareness and encourage eligible homeowners to take up the offer.
The strategy
TD collaborated with NSW Government and their media supplier to execute an integrated media campaign. TD were responsible for the development and management of the creative assets.
TD developed two creative territories that focused on an emotional approach versus a rationale approach. Messaging and imagery were selected to align with each territory, with a simple layout to reflect the context of the media. Creative was then A/B tested in market.
Upon creative approval, TD executed the campaign media including a marketing mix of print, digital advertising and native display including:
• Print advertisements (total 14 publications).
• Digital advertising suite positioned on high-impact websites (total 10 GIFs and 10 static display advertisements).
• Native advertisements (total 6).
NSW Government
Business Connect Campaign (Phase 1)
The brief
Drive preference of the NSW Government Business Connect Program and increase quality leads.
The strategy
TD researched and developed the campaign strategy and communication plan, including creative development and execution of an integrated campaign considering multichannel media, internal communications and stakeholder collateral. The campaign was tailored towards specific target markets, including metropolitan and regional locations, various business industries and CaLD audiences, to assist in driving the key messages.
The campaign included:
• Metropolitan, Regional and CaLD Press (total 28 publications)
• Metropolitan and Regional Radio
• English and CaLD HTML5 display advertising.
• Stakeholder Fact Sheets (Government/local Councils/Partner)
• Social Media content plan (Facebook, Twitter and LinkedIn), copywriting and imagery
• Website Consultation, copywriting and image tiles
• Collateral (pull-up banners, infographics, advisor maps and lists).
NSW Government
Business Connect Campaign (Phase 2)
The brief
Continue to drive preference of NSW Government’s Business Connect Program and increase quality leads.
The strategy
Leveraging the existing Business Connect visual style and previous creative templates developed by TD, we executed a digital-led campaign focused on driving preference of the Program’s specific services and offerings including:
• Independent, tailored business advice.
• Events and webinars.
• Practical small business resources.
The campaign was executed across the following digital platforms for English and CaLD audiences, with performance monitored and optimised to better performing creative to deliver the best return on investment and results.
• Social (Facebook and Instagram)
• Digital native
NSW Health Health & Medical Research
Re-brand and Creative Templates
The brief
Development of a NSW Health and Medical Research visual identity and supporting creative templates that increased recognition, helped to cross-leverage initiatives and programs, and positioned NSW as a global centre of excellence.
The strategy
TD facilitated a workshop with key stakeholders to deep dive into the brand, its offering, perceptions and creative expectations. Key insights were leveraged to steer our creative concepts and ensure recommendations engaged a range of target markets. Upon refinement of concepts, TD conducted in-market testing of the preferred concept to verify the creative direction. Additional sub-brands were also introduced to further define specific programs and initiatives via complimentary colours and iconography.
TD then developed a suite of creative templates to support consistent creative implementation ongoing. These included:
• eDM
• Social posts and assets
• Publications and newsletters
• PowerPoint presentation
• Pull-up banner
• Visual Identity Guidelines.
NSW Government; Office of Sport Beyond the Sport Campaign
The brief
TD were briefed to develop a communication campaign to increase overall brand awareness, centre bookings and utilisation.
The strategy
TD leveraged insights gained from target market research to help steer the campaign direction and selected communication touch points.
These key findings determined that the digital environment was the strongest engagement platform for this campaign and there was a need to own the space where physical and virtual worlds collide.
TD developed the overarching campaign strategy and communication plan, including creative development of concept ‘Beyond the Sport’ and execution of various digital assets. The central creative idea ‘Beyond the Sport’ is representative of the depth of the Sport and Recreation Centre’s services and the key proposition that there is more to sport than just sport skills.
To continue the momentum of the ‘Beyond the Sport’, the campaign was further supported with internal communications and stakeholder collateral (including a detailed Office of Sport ‘Local Area Marketing Support Guide’) to assist independent Sport & Recreation Centres in understanding the campaign and how to maximise on marketing opportunities locally.
Local Government and agencies
Berrigan Shire Council
Council Rebrand & Collateral
The brief
TD were briefed to develop a refreshed brand for Council, a brand that has remained untouched for over 20 years. The key objective was to ensure that the refreshed brand would both pay homage to the region’s rich history, whilst also bringing it into the future.
The
strategy
To ensure TD had a thorough and accurate understanding of Berrigan Shire, a range of research activities were undertaken including a brand audit, Council SWOT, stakeholder discussions and competitor brand review. These research activities identified four broad key attributes as best representing the region; their lifestyle, the Murray River, agriculture and the landscape.
TD leveraged these attributes to guide the brand refresh concept direction, incorporating creative assets that visually linked to these attributes. The result, a vibrant brand evolution that aligns with Council and the community’s values and vision of today.
The
deliverables
TD delivered a suite of refreshed brand assets and collateral to support a seamless and consistent implementation of the brand identity.
These included: Refreshed brand logo, Logo suite, Brand Identity Guidelines, Stationery (business card, letterhead and email signature), Publications, Social templates, PowerPoint template, Presentation folder, Signage, Launch video and various word documents.
Berrigan Shire Council
Community Strategic Plan
The brief
Execution of Berrigan Shire Council’s Community Strategic Plan 2040 promotional assets and respective Plan.
The strategy
TD partnered with the Council to create an inspiring suite of materials promoting the upcoming Community Strategic Plan 2040, encouraging active community participation in shaping the region’s future. This suite included vibrant event collateral for community consultations, feedback forms, and dynamic digital and social media assets.
Upon finalising the strategic priorities, TD brought the Strategy to life with creativity and flair. To ignite community engagement and showcase the Plan’s vision for an exciting future, TD utilised bold colours, abstract brand elements, and uplifting imagery, capturing the spirit and potential of the region.
The full plan is available to view here
Coonamble Shire Council
Visitor Information Guide & Supporting Collateral
The brief
The Coonamble Local Government Area (LGA) is located in central-western NSW. The council actively works to drive the local and regional visitor economy. TD were briefed to renew their Visitor Information Guide and a suite of supporting DL information flyers that are used to promote local tourism products, experiences and operators.
The strategy
Prior to commencement, TD undertook an industry and brand desktop deep dive to thoroughly understand the regions, their existing marketing materials, along with wider regions, establishing a clear creative benchmark.
Leveraging outcomes from the research exercise and respecting Council’s brand guidelines, TD developed a refreshed creative direction that both elevated the region and ensured a unique positioning in market.
The concept sought to convey the appeal of a magazine, whilst maintaining the functionality of a visitor guide with well-defined sections. The concept heroed striking imagery of the region and its attractions, supported by clean layouts overlaid with subtle brand assets.
TD collaborated with Council’s preferred photographer for this project, ensuring images complemented the concept and captured the beauty and diversity of what the region has to offer. The approved concept was then translated onto the supporting flyers to ensure a consistent delivery to market.
Bogan Shire Council
Visitor Information Guide
The brief Execution of Bogan Shire Council’s Visitor Information Guide to drive tourism to Bogan and their surrounding villages.
The strategy
TD began with extensive research to thoroughly understand the unique qualities of Bogan Shire, including its key tourist destinations, community spirit, and the characteristics that make it a standout region for visitors.
Drawing from these insights, TD developed a creative direction that visually encapsulates the essence of Bogan Shire. The central visual concept was inspired by the region’s geographic boundary, which was incorporated in a stylised, abstract manner to create dynamic layouts that both guide the eye and highlight the area’s attractions. This approach not only enhanced visual appeal but also tied the design directly to the identity of the region.
To further enrich the design, TD used an earthy colour palette, directly inspired by the Bogan Shire Council logo, which resonates with the natural tones and landscapes of the area. This was also complemented by contextual imagery that captures the authentic experiences and scenery that visitors can expect.
Overall, the design strategy ensured that the Guide is not just informative but also a visually engaging representation of Bogan Shire, offering visitors an enticing preview of the region’s charm.
Northern Sydney Local Health District
The Power of You Campaign
The brief
Development of a creative strategy to encourage women aged 35-59 years, living in the Northern Sydney Local Health District (NSLHD), to drink less and minimise alcohol related hospitalisations.
The strategy
Research insights identified that the impact that alcohol has on yourself, others and the wider community are powerful motivators for drinking less. TD leveraged these insights to develop a creative strategy that positively placed onus on our audience to rethink their drinking habits and experience the benefits of life when drinking less.
An overarching ‘Drink Less. Live More’ key visual was developed and further supported by a suite of targeted key visuals. Each strategically tapped into the motivation drivers, delivering thought-provoking key messages and emotive imagery that sought to inspire behaviour change. These included:
• Self: One less drink, a healthier you.
• Others: One less drink, more time together.
• Community: One less drink, more to experience.
The creative suite was executed on a range of digital, social and outdoor media.
Cessnock City Council Waste Avoidance Program Branding
The brief
Consumption levels are rising and causing serious local and global environmental problems. To address these rampant consumption levels, Cessnock City Council has developed a community engagement program that helps improve the attitudes of residents towards consumption. TD were briefed to create a sub-brand for the Council Program, which involved the development of a program name, tagline, logo, and the execution of a suite of promotional materials.
The
strategy
Upon initial briefing, TD conducted a desktop audit for familiarisation with the current Cessnock brand, residents and audience behaviours, and further understanding of wider NSW council Waste Programs. Leveraging our research findings and discovery and taking into account Council’s brief considerations, TD brainstormed and presented various Program name and tagline recommendations. ‘Less is more’ was approved by Council, as it captures the overall program objective/essence, whilst encouraging a friendly and positive conversation for change.
TD creatively executed the following:
• Program logo (primary and secondary variations)
• Less is more style guide.
• 4 x Key theme icons.
• Facebook social tile template.
• Instagram social tile template.
• DL flyer template.
• Advertisement template.
Port Authority of NSW Media Highlights
Hypereel
The brief
Develop a media hypereel to build pride amongst employees and demonstrate the value media coverage can contribute to Port Authority’s reputation.
The strategy
TD compiled key pieces of positive media coverage from across the year into an uplifting hypereel for internal stakeholders.
To effectively tell the story and highlight the extensive media wins, the coverage was organised into key content categories. Visual thumbnails, key media win statistics, and noteworthy highlights were collectively used to present the media wins, driving engagement and excitement.
Dynamic animation techniques and an upbeat, inspiring music track further enhanced the reel’s appeal.
It was showcased at the Port Authority of NSW’s whole-of-business Town Hall event.
CLICK HERE to view the hypereel.
Port Authority of NSW Cyber Security Campaign
The brief
Develop a suite of communications to educate Port Authority of NSW employees on cyber security threats and actions to take to minimise potential attacks.
The strategy
TD developed a series of cyber security posters, with each execution centred around a specific cyber security threat. To ensure engagement with the campaign, TD played on Port Authority’s brand, adopting a marine themed illustrative creative style and delivering catchy key messages through the voices of marine animal characters.
Topics included:
• phishing emails
• software and app updates
• multi-factor authentication
• staying protected while using public wi-fi.
Each communication sought to educate employees on the cyber security threat in a playful, yet succinct manner. This was accompanied by actionable steps employees could take to protect themselves and the organisation.
Sydney Water Water Cycle Educational Video
The brief Sydney Water has played an essential role in educating the community for over 50 years. TD were briefed to develop an educational video describing the natural water cycle.
The strategy
TD worked with Sydney Water to manage and execute a 4-minute animated educational videos. TD managed the production of the video, from storyboard phase, through to voiceover and post-production editing and animation.
To assist in visually communicating the content in a manner that would resonate with target audiences, TD developed engaging assets and diagrams to convey the water cycles and combined these with unique animation techniques, assets and branding to bring the story to life.
TD managed:
• Creative ideation, Concept and storyboarding
• Script writing
• Production, illustrations and animation
• Voiceover (recording and application)
• Music and sound mix.
WATCH HERE:
www.youtube.com/watch?v=OrNzBF1BfZA
www.youtube.com/watch?v=5d2yLOHE8QY
Northern Beaches Council
Bicycle Road Safety Animation
The brief
Partner with Northern Beaches Council to develop an engaging suite of animated videos to educate and raise awareness for both motorists and bicycle riders on the rules and protocols that impact the safety of bicycle riders on the road.
The strategy
TD were required to consider Northern Beaches Council’s brand guidelines to create an engaging and relatable look and feel for the Northern Beaches Council Bike Road Safety campaign. The animations were to be rolled out across 2 x videos, each containing a number of road safety rules with key messaging aimed at the following target audience segments:
1. Bike Riders - Males and Females aged 18-35
2. Motorists - Males aged 25-50
TD aligned the overarching concept with Northern Beaches Council brand guidelines, colour palette & creation of images and icons symbolizing highly recognizable Northern Beaches key precincts. Illustrations were developed to enable easy engagement and appeal to both defined target markets.
Upon completion of video production, TD will develop artwork for use in a variety of print and digital media executions.
City of Canada Bay Waste Behaviour Change Campaign
The brief
City of Canada Bay Council engaged TD to deliver a waste behaviour change campaign to encourage residents to correctly manage their waste, as well as empower the community to make better choices by recycling and reusing more.
The strategy Council’s waste truck fleet were the primary platform to deliver the campaign. As a result, TD strategically used the fleet to promote a range of different responsible waste management messages.
These positive campaign messages were supported by a consistent creative approach that worked both individually, but also as a collective fleet.
To ensure high visibility, TD incorporated bold colours, strong typography and modern illustrations specific to each waste message.
The deliverables
The campaign creative suite was executed across 20 Council waste trucks (rear loaders and side loaders).
City of Canada Bay
Student Education Collateral
The Brief
To support the City of Canada Bay’s overarching waste behaviour change campaign, TD were presented with an exciting opportunity to engage students in the initiative through a school resources activity.
The Strategy
In the campaigns second phase, TD set out to transform waste management education for students. Leveraging the overarching campaign key messaging and visual identity including bold colours and illustrations, TD creatively executed an eye-catching 2-page Waste Truck Bingo activity card. Our strategy was simple yet effective, to make waste education fun for students, whilst creating a sense of responsibility and instilling a positive community outlook on waste management from a young age.
The Waste Truck Bingo activity cards prompts student to participate by filling in the missing words from each waste truck key message. This interactive approach not only tests students’ resource recovery knowledge but transforms the learning process into an exciting game!
GreenPower
Renewable Gas Certification Pilot
The brief
Deliver a comprehensive suite of informative resources for GreenPower, an accredited renewable energy product, ensuring clear communication of their Renewable Gas Pilot to various stakeholders.
The
strategy
Drawing upon GreenPower’s brand guidelines, TD crafted a collection of visually compelling communication materials. In order to boost engagement and improve education regarding the Renewable Gas Pilot, TD incorporated infographics, iconography, and complementing visual assets.
Strategic use of the brand’s colour palette was also applied to deliver dynamic layouts and effectively emphasise key messages.
The deliverables included:
• program detailer
• infographic
• pull-up banner.
Brisbane City Council Transport Campaign
The brief
TD were briefed to develop an engaging and relatable communication campaign to show how Council are investing over $2 billion to deliver more travel options to get residents home quicker and safer and keep them connected.
The strategy
TD developed a fun and engaging animated campaign to communicate to residents all the transport initiatives that Brisbane City Council are investing in across the city.
The campaign hook, ‘Getting you home quicker and safer. It’s all part of the plan’ demonstrates that Council acknowledges there’s more to be done, but there are plans in place to ensure a better transport system for the future Brisbane.
To ensure maximum exposure, the campaign was executed across multiple channels including:
• TVC (30 and 15 second, across major networks)
• Digital screens
• Adshels
• Press advertisements
• DLX mailers (tailored to each suburb)
The results
• 12% increase in sentiment in first month of campaign
• #1 ranking on YouTube channel - 403k views (30sec video) and 249k views (15sec video)
Brisbane City Council Metro Campaign
The brief
Introduce a new transport solution, Brisbane Metro, and educate residents on how the Metro will benefit all of Brisbane as part of a greater transport network.
The strategy
TD executed a creative communication campaign, leveraging the existing Mobility narrative to continue to build on Council’s transport story and momentum.
A campaign tagline, ‘Get to know Brisbane Metro’ was introduced, supported by a suite of devices highlighting the Metro solution’s key benefits.
The hero creative asset visually communicated the greater transport network and how this linked in with the suburban bus and train services.
The campaign went to market with:
• 30”, 15” and 6” animated videos (pushed both online and outdoor)
• Station takeovers
• Print advertisements
• Billboards
• Transit
• Animated shopping centre panels.
The results
• 400% increase in traffic to the webpage at launch
• 194k (15sec) and 223k (30sec) video views on YouTube.
Brisbane City Council
Liveability Sentiment Campaign
The brief
Raise awareness of the key role that Council plays in shaping Brisbane into the liveable city that residents enjoy every day, now and in the future.
The strategy
Informed by research, TD were required to consider Council’s two existing themes, ‘Keeping Brisbane clean, green and sustainable’ and ‘Creating new lifestyle and leisure opportunities’ and realign into a single theme that embodied liveability.
TD leveraged market insights to develop the liveability proposition, ‘Growing your Brisbane lifestyle’. This theme was brought to life through a lifestyle focused concept that emotionally connected audiences with the breadth of opportunity available in a warm and authentic way. Illustrative animation was then incorporated to further highlight the campaign proof points in a modern and engaging way.
The campaign was a large-scale initiative, with an integrated execution approach including:
• 3 x 30 & 15 second TVCs
• Social videos and assets
• Print and digital advertising
• Targeted DLX mailers
• Animated digital panels
• Metrobacks and interiors
• Billboards.
Brisbane City Council
Be Prepared Community Campaign
The brief
For the 5th year running Brisbane City Council sought TD’s expertise to develop and execute their annual ‘Be Prepared’ for severe weather campaign.
The strategy
TD developed new messaging and a creative concept that could be strategically rolled out across the various severe weather events that frequent the Brisbane region. As part of the execution strategy the creative concept was rolled out across a suite of resources that effectively communicated Council’s messages to the local residents.
The deliverables included:
• Outdoor media executions, including Billboards, ShopaLite, Shopalive and Street Furniture for targeted local resident awareness.
• DL Flyers to be distributed to local residents in severe weather affected areas.
• Digital Ad Suite for strategic online targeting to localised areas affected by specific severe weather events.
• Interactive Ad Unit creative suite for an online application that allows residents easy access to information local to their area and potential severe weather events.
• School educational resources: Activity booklet, chatterbox, posters.
Brisbane City Council
Victoria Park Vision Document & Video
The brief
Development of a video and supporting document to promote Victoria Park’s draft vision and create excitement of the opportunities to come for Brisbane residents.
The strategy
TD commenced with the video component, combining supplied rendered videos of the Victoria Park vision to create a story of the potential park areas, opportunities and spaces, driving excitement amongst residents.
Brisbane’s supplementary colour palette was incorporated to help divide the park spaces and draft ideas, including green spaces and architecture that mimics the landscape.
A visual device was created to house key messaging, with colour selected to contrast against the footage to both create impact and improve readability.
The video creative look and feel was then carried into the document to ensure visual consistency and engagement. As per the video, high quality imagery was a focus within the layouts to help residents visualise the scale of the Victoria Park vision.
City of Gold Coast Bike Share Scheme
Behavioural Change Campaign
The brief Gold Coast Council partnered with Mobike to launch the first bike share scheme in the Gold Coast. TD were briefed to develop a behaviour change campaign to communicate the scheme and to encourage both cyclist and driver etiquette.
The strategy TD developed the marketing activation strategy, central creative idea and messaging for the campaign communicating cyclist and driver etiquette - sharing the footpath with pedestrians, wearing a helmet and drivers staying wide of the rider.
‘Bike like Mike’, an illustrative character, was created to demonstrate these key messages in a fun and engaging manner. The creative execution was rolled out across various touch points within key precincts including:
• Outdoor billboards
• Signage
• Newsletters
• Print advertising
• TV slides
• Digital assets (Leaderboard, MREC, Wallpaper)
• Email marketing
• Desktop Screensaver
• Social Media Tiles
• App Pop Up Card
• Luggage tags and decals
City of Gold Coast City Venues
The brief
Rebrand and relaunch City of Gold Coast’s 10 venues to ensure the ongoing viability of venues post Commonwealth Games.
The strategy
TD undertook research to identify the current and potential venues target markets and to gain insights into venue key usage and perceptions.
TD leveraged these research findings to shape initial concept directions, whilst ensuring creative aligned to Council’s guidelines. TD developed a master creative approach to ensure all venues worked collectively, whilst also using colour and location specific imagery to drive the individual identity of each. This was followed by creative testing to verify the brand direction prior to market delivery. We then partnered with Council to develop and execute a comprehensive communication plan, considering requirements for each of the 10 city venues and their individual key messages and objectives.
Deliverables, per venue, included:
• Venues photography, website assets and videos
• Social assets
• External and internal Signage
• Portfolios (print and e-book)
• Flyers, Timetables and cafe menus
• Promotional templates
• Appointment cards and gift vouchers
• Certificates
• Information sheets and session cards
• Stationery
• Overarching Brand Style Guidelines.
What’s next?
Let’s start a conversation and unpack how we can support your business or brand. Simply, book a FREE discovery call with our Managing Director, Samantha Foley, or drop us an email.
• Email: sam@tdirections.com.au
• Phone: (02) 9998 5333
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For more information
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