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The Challenge
We were appointed by Corporate Express, Australia’s leading
office products and business services company, to define the core
brand essence and key brand messages. The end objective was to
create a brand strategy that would leverage existing business
areas, new divisions and acquisitions.
The Approach
- Brand audit including internal and external stakeholder
interviews
- Visual and communication/key messages audit
- Brand definition and forward brand strategy
- Brand architecture key messages, corporate personality, core
values and brand essence.
- Outlined internal brand alignment issues
- Developed a brief to evolve the visual identity system, while
retaining core brand elements
The Outcome/Benefits
- New positioning statement/tagline ‘A better way to do
business
- Unified acceptance of brand strategy by Senior Executive
Team
- Launched a fresh and cohesive visual identity system 2005
- Core values incorporated into internal communications
programmes
- Brand strategy report stimulated divisional
restructure/alignment
- Follow up brand health check 2007
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