Since launch the brand has been seen, heard and felt across everything from televisions to service vehicles and major events to airport terminals right around Australia. Just pick up the phone and you’ll notice the difference. And the numbers show for it. Complaints are down by 24%. It’s a great story for a brand once considered one of Australia’s least preferred.

So we’re proud to say the hard work has paid off, and now the business is successfully communicating with a greater sense of purpose, and genuine adaptability to the needs and attitudes of different customers. It’s all about relevance and engagement. And now the business can say 2011 was its strongest year yet in terms of customer growth.

Catalogue covers and spreads in collaboration with Paragon.

To signify change we repositioned the organisation locally as 'AGDA NEW'. Working with the Council, we built the year’s calendar of events around a simple, yet poignant and engaging idea. Placing AGDA NEW at the centre of design debate we began talking to our industry, about our industry. We devised a language based campaign that is sometimes provocative, sometimes playful, sometimes profound.

Best of all the campaign now lives in the hands of anyone who wants to join the conversation.

This week saw the launch of 2012's calendar of events in the form of Beer O'Clock at the Local Taphouse in Darlinghurst. An event that in the past has had limited numbers, saw the industry turn out in droves, to not only celebrate the launch of a new chapter for AGDA NSW but to help build the campaign themselves.

AGDA NSW president Glen Barry: “As a council, we are all really pleased with this new vision and articulation of AGDA NSW. We are excited to launch what we feel is a really strong year of inspiring events for our members. Thanks to Interbrand for their amazing effort and commitment. See you at the next event; Pink is the new Blue on 5th March at Dept. of Trade and Investment, MLC Centre."

Thanks also go to the key sponsors Aquent, Southern Colour Printing, BJBall Papers and our additional launch event sponsors The Distillery, Digitalpress and Group Momentum in making the launch such a huge success.

Follow AGDA NSW @agdanew

Addressing the standard hurdles of changing jobs – secret meetings, awkward phone calls and absolute discretion – we avoided all reference to recruitment whatsoever. Instead we created Cloak & Dagger: online emporium of coats and knives (and jobs).

Potential candidates can browse an online store that specialises in personalised fittings, tailoring and alterations. They can learn about Cloak & Dagger’s philosophy, history and process, register for catalogue and product updates (new jobs), and even book in for a fitting (interview). All without revealing they are actually considering a career move. CVs are presented as ‘creative partnerships’ with the Cloak & Dagger team.

Expertly printed by The Distillery.

The whole brochure is hand-drawn with a calligraphy pen and ink, yes even the body copy. A rare thing these days and a real labour of love.

The brochure is printed on recycled stock and singer sewn stitched down the spine.

To be sent out to Steve's design industry contacts in 2012 as a keepsake and a powerful demonstration of Blandini's mastery of the mysterious Photo-shoppe.

Designed and conceived by Interbrand Australia, words by Mike Reed.

Printed beautifully (and quickly) by the lovely folk at Digitalpress.

It was an emotional and heartwarming day, where people shared stories of their fight with dementia. The march promoted debates inside parliament that day, as well as continued media coverage across the country.

We’re pleased to see the new Alzheimer’s Australia brand connect with audiences young and old, right across Australia.

You can catch our footage from the day here.

Thanks for everyone involved.

Building on the internal service promise of ‘Dedicated to Enjoyment’ we developed the concept of SHOWTIME. This concept repositions McDonald’s employees as performers, essentially tasked with putting on a show for their customers – allowing them to experience the true magic of the McDonald’s brand. As Ray Kroc, the founder once said: “We are not in the burger business, we’re in show business.”

So, rather than reinvent what McDonalds stands for, this program was about rediscovering the magic at the heart of the brand. The reason why people continue to flock to McDonald’s for an instant pick me up. And the real reason why 85,000 Australians come to work every single day at McDonald’s.

The concept of ‘Showtime’ was recently launched internally to 4000 Restaurant Managers, in Singapore, with a themed conference (Cirque de Soleil) and a copy of this brand book for every manager. The brand book represents the culmination of the first phase of ongoing work designed to revitalise the McDonald’s service promise.

The book itself is large format and interactive - featuring peel off stickers, reflective paper and a fold out poster. It communicates a large scale, strategic shift in the business, through a simple, captivating and relevant voice. A voice that is distinctly McDonald’s.