Project

Directors Australia

Branding
Strategy
Digital
Human Resources

Situation

Established company Australia-wide
Increased market competition
Dated brand identity

Objectives

Evolve brand identity, while building on existing brand equity
Consolidate positioning across the two parts of the business
Generate brand awareness and interest across potential clients, the industry and candidates
Ensure brand structure and messaging reflects the current business strategy

Directors Australia - Branding example

Directors Australia - Case study

Approach

To reposition the brand as a holistic service providing end-to-end board solutions, the technical descriptor ‘board performance specialists’ was introduced. This, combined with the construction of three solution streams, ‘Advisory. Governance. Recruitment’, communicated a unique competitive advantage.

Directors Australia - Branding example

Directors Australia - Logomark

Retaining the brand name Directors Australia, a dynamic graphic device was created through stylising the letters ‘DA’. This was adapted for the refreshed logo; as a visual identity pattern across a suite of collateral; and in campaign execution as an image frame and design element. Combined with a modern colour palette of grey-blue, deep and bright blue, the brand’s new identity is clear, engaging and recognisable.

The brand’s tone of voice combines the brand’s passion for change, collaboration and engagement with their authority as recognised and proven experts. This messaging appeals to multiple markets, across sectors and industries, and aligns with the business strategy for future growth.

Directors Australia branding collateral

Directors Australia brochure example

Directors Australia - Branding example

Outcomes

The brand’s evolved identity and structure repositions them as leading specialists in the market with unique competitive advantage. By positively disrupting the market, Directors Australia is generating brand awareness and recognition and preparing for future expansion.

Directors Australia - Website example

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