Six_Chris

A special shout out goes to Chris Maclean this week, our ECD and gentle giant, who is celebrating six years with Interbrand.

Chris' influence and hard work over these six years has helped to transform brands such as Opera Australia, Griffin Theatre Company, Alzheimer’s Australia and Queensland Art Gallery / QAGOMA, as well as countless more. He led the team responsible for the rebrand of Australia’s biggest brand, Telstra, and has been recognised as one of Australia’s Power 20 by Australian Creative magazine for his bravery in the creative industry. He's also a regular speaker at colleges and events across the country - inspiring designers, writers and other creative individuals to use their skills to create and craft brands that change the world.

We're incredibly proud to work alongside Chris. He's an inspiration and a mentor to all of us.

Here's to the years ahead!

People

CHRIS CELEBRATES SIX YEARS

BEN-2014-B&W

The Design Kids are a really impressive bunch of people. They recently featured us on their site, asking our Creative Director Ben to share his thoughts on Interbrand's process, what makes us tick, some general banter, and most importantly share his tips for grads starting out. Read Ben's full interview here.

And... if you're a Design Kid and want to spend some time with us in Sydney or Melbourne, we're always keen to hear from design, communications, marketing, and business students interested in brands who’d like to join us as interns.  Send a note about yourself and a link to your portfolio to jobs@interbrand.com.au

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Ben & The Design Kids

Studio-Access-Melbourne

Recently we took part in Studio Access, opening up our Melbourne studio to design students and recent graduates.

A key part of the LookUpstairs conference and organised by agIdeas, Studio Access saw a dozen students from universities across the country join us for the evening, with Senior Designer Rob and Strategist Michael talking through some of our recent work and how we approach the making of world changing brands. This is the second time we've taken part, and it's always an inspiring night.

The talk was followed by an extended Q&A session over pizza and drinks, covering all things design, branding, studio life, career, and everything in between.

Thank you to everyone who joined us. We had a great night!

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STUDIO ACCESS MELBOURNE

BRB-image-2014

Yesterday marked the release of Interbrand's 2014 Best Retail Brands (BRBs) report. In its fourth year, this is the first time our report covers all global regions and is fully digital, meaning that our readers will be able to follow real-time updates throughout the year on their favourite brands.

This year was a mixed bag of results for Australia’s biggest retail brands, with several brands reflecting an upswing in consumer confidence, whilst others languish under outdated business models as they struggle to make sense of digital and a shrinking middle-market for many consumer goods.

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Best Retail Brands 2014

Notably Woolworths and Coles supermarkets found themselves among Asia’s top retail brands, both showing strong growth, with Woolworths topping the list as the most valuable retail brand is Asia just shy of $5bn USD.

Harvey Norman, Myer, David Jones, and Target are all brands that have declined again in 2014 reflecting not just increased competition from overseas and a strong Australian dollar, but also that they have largely not kept pace with changing consumer expectations and desires.

Our Australian CEO Damian Borchok summed up Australia’s department store’s continued under-performance by saying, “Myer and David Jones both showed declines in their ability to create value through their brands. Despite stated plans to reform and transform, too little change is making its mark with the customer.”

Accolades must go to Kmart and JB HiFi, by proving that focus and coherence across stores, product ranges and communications creates a compelling difference to customers, and by extension commercial performance.

Access the full report here to learn more about the trends, challenges and opportunities for 2014.

You can also read the media exclusive story in Forbes, and local commentary from AdNews, B&T, Campaign Brief, and  Marketing Magazine.

We hope you enjoy reading! Tweet us with the hashtag #BestRetailBrands to let us know what you think.

Oli-2014-image

Awards season is underway. An exciting time for Interbrand, and also a fitting time to raise awareness and understanding of the role of Brand in the design community. Last week our Creative Director Oliver shared his view, calling for the industry, and awards programs in particular, to rethink the way they approach and award branding work.

The article was picked up by Desktop magazine, so if you haven't read it already, you can access it here. 

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Oliver in Desktop Mag

1.Chris at Place

Place is a development program and exhibition that showcases young, upcoming designers visual explorations using the one word brief of ‘Place’. Each designer who is featured has been chosen for their ability to produce culturally engaged conceptual work across various media including information design, print and publication, typography, illustration, design for web and digital.

Our Executive Creative Director Chris was invited to participate in the program, playing a crucial role as an industry mentor. In the weeks leading up to the exhibition, Chris worked closely with the designers, meeting them regularly to help them build on their ideas and visualise and refine their works.

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Chris at Place

We were thrilled to attend the opening night of the exhibition, where to a full house Chris delivered an inspiring talk on "The place of design", encouraging designers to use their talents to contribute to the value of design in society, and showing how by focusing on the things that matter, design can truly change the world.

Congratulations to all of the designers exhibiting and Joe Tarzia from Zé Studio who also served as an industry mentor. And thank you to Joanna Grygierczyk and Place Associates for involving us. We had a brilliant time.

Opera-Australia21

The Brand New Awards celebrate the best brand identity work from around the world. Today, we're incredibly excited to announce that we've been recognised in four categories, and have been awarded Best in Show.

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Brand New: Best in Show

Our brand identity for AGDA was awarded 4 Stars for logo (professional), and 4 Stars for Comprehensive Identity Program (professional),

Our brand identity for Darling Harbour was awarded the Salvage award,

Our brand identity for Opera Australia was awarded Best of Category for Comprehensive Identity Program (professional), and received the ultimate accolade of Best in Show.

We’re incredibly honoured and excited to have had our work and clients recognised by the world’s largest forum for new brand identity.  It's awesome.

A huge congratulations goes to everyone at Interbrand Australia and to all the other winners celebrating across the globe.

Read more on the announcement here.

Sergio_screen grab2

A worthy Stand Apart mention to our Melbourne Associate Director of Strategy, Sergio Brodsky, who has found himself a regular publishing fixture of Marketing Magazine. Sergio is beginning to distinguish himself with his thoughtful musings on some of the tougher questions facing branding today. Well done Sergio! Make sure you check out some of his articles below:

Refuting James Surowiecki from The New Yorker, with his point of view on why brands have a strong future as opposed to none, in his article; Dawning of the brands, or: why The New Yorker is wrong (March 19).

Football and branding are not just about scoring – they're about winning (March 4) is an investigation into whether or not Adidas is right to exploit a sexist interpretation of Brazil's national image in building its national brand. Tough stuff.

Branding comrades stop the logo blabbering - let's start the brand building (Feb 25) provides a critique of the games as an exercise in Nation Branding, and of brand as a focus solely on graphic identity. Timely considering Russia's subsequent annexation of Crimea, and that it has probably undone $50billion of investment thrown at the games.

People

A new publishing sensation

Darling Harbour Inflated Signage

We were thrilled to discover over the weekend that we've received our second D&AD slice, with In-Book recognition for our Darling Harbour signage.

Celebrating advertising and design, D&AD is known for being one of the toughest creative awards programs in the world – so this is a massive honour for us and a great way to start the week.

A lot of credit must go to our client, Sydney Harbour Foreshore Authority (SHFA), for their belief in our creative vision for the Darling Harbour brand and commitment to realising it. And a big thanks to Diadem and Fabric Structure Systems for turning our concepts into reality.

You can view the announcement here.
Congratulations to all involved and all D&AD winners for 2014.

See all of our work for Darling Harbour here.

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D&AD for Darling Harbour

1-logo

To signify the launch of ONE AGDA, the organisation has officially revealed a new identity designed by Interbrand and a new website designed by Reactive and developed by Bravo!

Last year AGDA members voted overwhelming in favour of a new constitution (96% yes). This means that while AGDA retains its not for profit status, they have made a lot of changes to the way they run things.

AGDA has undergone a complete organisational restructure, moving from a state based set-up to one national organisation. A National Board of Directors has been formed, and financial control and planning has been centralised. This means AGDA can make better decisions more quickly, and be far more transparent and efficient in the way things are run.

AGDA and Interbrand commissioned a national survey that was sent out to designers, and studios of all shapes, sizes and disciplines – across every state in Australia. They were asked what they thought of the organisation and how it could be improved.

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LAUNCHING ONE AGDA

Interbrand Australia worked closely with the AGDA board to create a new strategic brand platform and identity framework to help make sense of the changes and add some much needed cohesion around communications.

"AGDA is the 'connecting force' that unites our industry. It celebrates the things that make us different and the things that pull us together. The perfect balance, between unity, and diversity. The logo connects at either end, representing a chain-link of the industry coming together." Mike Rigby, Executive Creative Director, Interbrand Australia.

"AGDA's mission is to build a community constantly seeking to elevate and prove what Australian Design can do. What it can do for business, the environment, and the world. Ultimately we believe that design can break down barriers, build stronger communities, drive business and change lives." Nic Eldridge, AGDA, CEO.

To help further connect and promote Australian design, a new website has been developed by Reactive and Bravo! in Victoria.

"There are now more features and better functionality, because we want to make sure that members get more value out of it, more often. Through the site we can help raise the profile of Australian design, because we now have a better platform to communicate to a broader creative community." Tim Kotsiakos, Executive Creative Director, Reactive.

And this is just the beginning as AGDA looks to partner with fellow organisations such as D&AD, AIGA and others across a range of initiatives. As well as engage the Australian design industry to help build the new brand together.

The 2014 AGDA Awards Biennial will be held in Tasmania for the first time, brought to you in partnership with the world class MONA. And a new national AGENDA magazine will be published – free for members.

AGDA is also exploring the possibility of a design accreditation program. Importantly this is not about critiquing design skills. It is to help buyers of design better understand the process and skill involved and help you get a better understanding of how to run a successful design business. We'll be putting forward a selection of models and asking members to decide which will be most helpful.

ONE AGDA launched this week with coordinated events held in every state across Australia, attended by well over 800 people.

And to help celebrate a new spirit of collaboration, over 100 original pieces of art were submitted by designers, illustrators and writers in response to the question: what can Australian design do? The posters revolved around the letter A, and were displayed side by side at the events.

Interbrand also conceived and animated a brand launch video in-house, to help explain the changes; with an original score written by Rumble studios in NSW.

To encourage more people to get involved, AGDA is also waiving the membership joining fee until the end of March. That's up to $100 off the cost of an annual membership. Log onto AGDA and become a member.

Finally, AGDA would like to thank everyone that has helped to shape the organisation for the better – not just over the last 6 months, but the last 26 years. After all AGDA would not exist without our founders, partners, sponsors and members. We can't wait to see what we can achieve together as ONE AGDA.

"We're not just talking about a new logo, identity, or website, we're talking about a fundamentally 'new AGDA'. The new structure means that AGDA can finally do what it's really here for – to support, connect, educate; and show the world what Australian design can do!" Mike Rigby, Executive Creative Director, Interbrand Australia.

 

Writer at Interbrand

Hello, we’re Interbrand Australia and we’re looking for a writer to join our team.

In a nutshell we’d love to work with a talented, good-natured writer who loves big ideas and the small details that bring them to life.

Jobs

We’re looking for a writer

In a bigger nutshell, we're looking for someone who can use language to solve business problems in creative ways. Who's comfortable tackling a big brand idea, but just as happy to crack on with everyday stuff. Someone who understands the basics inside and out, but isn't afraid to break the rules every now and again. To put themselves out there and try something new.

Ideally we’re looking for someone who has experience working in branding, but it’s not essential. And, of course, we want all the usual stuff – a keen eye for detail, killer presentation skills, organised, good with clients and someone who’s easy going and knows how to have a bit of fun.

A bit about us
Our writing team works closely with our talented designers and super smart strategists, throwing ideas around and working together to solve our clients' problems. From naming and messaging to big brand voice projects, there’s always something interesting to keep us occupied.

Send us your stuff – jobs@interbrand.com.au

Standapart_atyp1

ATYP has been bridging the divide between young people and professional theatre practice since 1963. As Australia’s oldest and largest youth theatre company, it is driven to create work that impacts the way young people engage with theatre nationally.

From educational programs to creative workshops, this Sydney institution encourages young people to get involved in theatre, helps them develop storytelling skills, and ultimately supports them in bringing their ideas to the main stage. It is both a grassroots bastion and a professional beacon.

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atyp Rebrand

In approaching a rebrand of the ATYP, we knew we had to deliver an identity that could represent its work at both ends of the spectrum. And help it carve a unique reputation amongst the elite of Australian theatre.

Our solution was built around the idea of “Stages of Development” – which speaks to educating and encouraging young people but also to bringing stories of youth to the stage, by visually representing the process in creating theatre.

“Historically ATYP had struggled to reconcile the two sides of their company. The accessible workshop hub and the professional main stage performances they produce. Our brand solves this problem by representing the theatre making process as a three dimensional timeline. Showing each part of a production being connected to creation, development and performance. Encouraging young people get involved at any stage”. Oliver Maltby, Creative Director, Interbrand Australia.

The resulting identity is strikingly bold yet with subtle intricacies. Young people – as the protagonists – are framed front and centre as unequivocal focal points. Typography is bold and enigmatic, broken up to emphasise the notion of ‘work in-progress’. Layers of information add a sense of depth, suggesting there is more than immediately meets the eye. And, within these layers are prompts to other young people asking them to get involved and explore their own stories.

It’s early days, but new first performance with the new brand has already helped ATYP hit its box office target – becoming the best selling show in three years. There has also been a surge in social media commentary as well as an uplift in traffic to the website.

For ATYP, we’ve helped create an identity that can take it to the next level and the next stage of its development.

“The impact of Interbrand's work with ATYP has been immediate. Our first production for the year has broken the attendance record for a performance in our space at The Wharf.  Internal and external feedback to the new company brand has been overwhelmingly positive. Interbrand has repositioned ATYP as one of Australia's flagship theatre companies. We anticipate the clarity of this message will have significant implications across all areas of activity over the coming twelve months, from attracting interest from audiences and young participants, to enhancing the case for support from Government, corporate partners and private donors. Interbrand has made a fundamental shift to the way our company is perceived internally and externally. We are looking forward to a very bright future.” Fraser Corfield, Artistic Director, ATYP. 

Darling Harbour 3D Typeface

Darling Harbour is one of Australia’s most visited destinations with over 25 million visitors a year. Situated in the heart of Sydney, it’s a big, vibrant, colourful place where the city goes to celebrate.

The precinct is owned and operated by Sydney Harbour Foreshore Authority (SHFA). SHFA own and manage some of NSW's most significant assets, including Sydney's heritage and cultural precinct The Rocks.

We were commissioned by SHFA to develop a brand that would unite precinct and build a platform for the future. An in-depth analysis, research and engagement phase followed and led them to the development of a new brand platform and activation strategy for Darling Harbour. Based on this, a highly innovative identity was designed to unite the entire precinct experience under one brand for the first time.

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Branding Darling Harbour

SHFA’s vision is ‘to make extraordinary places the world talks about’, so very simply – our objective was to get people talking about this brand. To do this we created the world’s first inflatable brand identity. A distinctive idea that clearly and simply connects: communications, street furniture, way-finding, uniforms, websites and the overall in-precinct experience. Without ever feeling corporate or dull.

The inflatable identity also ties together a broad range of events including: ‘Fiesta’ a festival of Latin American music, dance, food and culture, ‘Hoopla’ Australia’s annual Circus, Sideshow and Street Theatre Festival, and ‘Santa fest’ a Christmas party unlike any other.

To further bring the experience to life, we developed an augmented reality app in collaboration with Sydney-based augmented reality specialist, Explore Engage. Through the app you can follow balloons trails on screen that lead to different areas, play games, pop balloons to reveal special offers, and even send a special balloon message to someone on the other side of the world.

This isn’t just about a new brand identity, but a strategic activation plan that will improve the Darling Harbour experience for everyone.

“The new identity system for Darling Harbour has given us the tools to talk about the diversity of the offer and the variety of events in a cohesive way, that engages our tenants, Sydney-siders and visitors.” Julian Boram, SHFA Director of Marketing. 

SKY_Hero

We're proud to post about this exciting two-year journey we've been on with SKY NZ. Following the success of IGLOO came the incredible opportunity to rebrand all of SKY Television. With more than half of New Zealand homes subscribed to SKY's 80 plus channels, it was time for us to take our seats and get to work.

Dominance in the marketplace has led to a perception that overshadows the role SKY plays in bringing Kiwis the best content from all over the world. While Kiwis love the products and content SKY offers, this feeling didn't translate to the brand itself. These issues, combined with the challenges faced by the pay-TV industry at a global level, caused SKY to take a good look at its business and brand to prepare for the future.

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SKY NZ Rebrand

Through 'The Expedition' we created an identity system that hero's all the emotions of TV, while helping customers to navigate through a remarkable world of content – all supported by a more helpful, more inviting, and more Kiwi tone of voice. The system itself extracts the two triangles found in SKY's old logotype to create a refreshingly simple and iconic navigational device. Pause a moment, hero a character, expand a story – the brand is all about the journey through content, emotion and unlimited experiences.

In a period of immense technological and social innovation, SKY is now more in tune with its audience. While the affection, previously only felt towards the content itself, is now being experienced across the entire brand.

We'd like to thank SKY's team in New Zealand for this remarkable opportunity, and for being so open to taking their brand to bold new places.

SKY_Movies_Hero

Following the rebrand of SKY TV NZ, we were tasked with creating a seamless connection between the personality and visual identity of the masterbrand, and one of its hero products: SKY Movies. With over 800,000 customers, this was our opportunity to help SKY craft an iconic brand that is capable of creating a lasting relationship with Kiwis.

Forget the fanciful and mechanic identities common to this category, the new SKY Movies is iconic, creative and charming. From the brand's inviting tone of voice to its inspiring idents – at every opportunity it seeks to embody its passion for content, dial up its Kiwiness and remain relevant and exciting for all of New Zealand.

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SKY Movies Rebrand

As part of the launch and in collaboration with digital agency Sixty40, we created 18 idents using the angular nature of the new brand, sharing SKY's passion for film. The spots are inspired by movie tropes and tributes, with our SKYangles at the heart of the action. From laugh out loud moments to couch-side cliffhangers - the spots cover the full range of genres and emotions on SKY Movies.

That's enough from us. Let's grab the popcorn and check them out.

Ben&Mike_Standapart

At Interbrand we are big supporters of the Australian Graphic Design Association (AGDA). So naturally, we're pretty thrilled to announce that we have two Interbranders representing the AGDA NSW chapter this year.

Mike will be taking the lead as Chairman and Ben joins the team as a Councillor.

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MIKE & BEN REPRESENTING AGDA NSW

There’s lots of positive energy and momentum around AGDA at the moment and if you didn't get around to joining up last year - AGDA would love to welcome you as a member. AGDA have an excellent new NSW Chapter in place that we know will work hard to bring you some great events, ideas and initiatives.

Membership is completely tax-deductible and includes heavy discounts on things like award entry and a whole range of benefits. Visit this page to join the AGDA community.

Congratulations to Mike, Ben and everyone chosen this year to represent our industry- we're very proud. Get involved, and watch these pages as we share the AGDA love throughout 2014.

AGDA NSW State Chapter:
Mike Rigby Chairman (Interbrand), Jason Little Vice Chair (Re), Justin Smith (End of Work), Linda Jukic, Jorge Castillo (Canvas Group), Graham Barton (Folk), Ben Miles (Interbrand), Julie Faktor (Moon).

AGDA NSW Sub Committee:
Kasia Wydrowski (Eskimo), Louise Lammers (TAFE), Julie De Paoli (Eskimo), Cat van der Werff (freelance), Alexis Waller (Re), Matt Green ( DT Digital), Matt Leech (Think Education), Chris Dale (DT Digital), Xandro Lombardi (Martin College), Sean Aley (freelance), Justine Lesmana (freelance), and of course, Anita Lyons managing the NSW Office.

ahm exchange 1

We love the challenge of giving life to the brands we create. And one thing that makes us even happier is when we see other agencies and marketers take the brand and run with it. ahm's most recent venture is the latest great example of this.

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ahm keeps turning heads

With its newly carved role as the health insurer that stands up for people with a “waste not” mindset, ahm has been finding other ways to express this purpose. Specifically, the brand has turned its hand to hosting fashion exchange events across Australia.

What do these involve? Well, people are invited to bring their unwanted items of clothing and swap them for others brought by similarly-minded others. It’s a fantastic way to re-purpose your clothing without having to spend any money at all. And it’s a brilliant way to affirm ahm’s brand message, creating conversation and interaction with bargain hunters and savvy shoppers.

A fitting gesture that reinforces the brand’s intent has seen ahm partner with Nova 100 and the Australian Red Cross to ensure all leftovers are collected so nothing goes to waste.

It’s great to see ahm turning heads. We look forward to seeing what it does next.

ELLEN_INTERBRAND

A massive thanks to Eleonora our Sydney strategy intern, who came to us all the way from Stockholm University where she's in the final stages of completing her Masters in Marketing.

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THANKS ELEONORA

Ele joined the Strategy team for 17 weeks which filled a work experience component of her course. During that time she helped the team to analyse and solve some truly wicked brand problems for our clients, not to mention getting into the Interbrand spirit, working and partying hard and no doubt making some great friends along the way.

Not that it's all fun and games, but Ele got the chance to experience the dizzying highs, terrifying lows and the creamy middle that makes up agency life; which she assures me was as fascinating as its was illuminating, and will probably end up being dissected as part of her final thesis.

At Interbrand, we like to help by offering internships to talented fresh blood. And we're always keen to hear from design, communications, and marketing students who'd like to join us for the experience.

If you'd like to be considered, send your CV and examples of work through to jobs@interbrand.com.au

Opera-Australia19

We were thrilled to discover over the holiday break that our identity work for Opera Australia was named one of the Best Identities of 2013 by two International branding sites, Brand New and Brandemia.

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BEST IDENTITIES: OPERA AUSTRALIA

A division of Under Consideration and based out of Texas, Brand New is one of the best showcases of corporate and brand identity work, covering redesigns and new designs of companies, organisations, and well-known products.

We came in at number 11 on the 2013 Best Reviewed Identities list, amongst some brilliant work from across the world. You can view all of the winners here.

Based in Madrid, Brandemia curate branding and corporate identity work for Spanish speaking audiences. In their 2013 Brandemia awards, we placed at number for 9 Best International Brand. Our Interbrand Spain team were also recognised, placing at number 2 in the Best agency in Spain or Latin America list.

We are so honoured and excited!! Our thanks to Brand New and Brandemia, and congratulations to everyone who made either (or both!) of these lists.

Standapart_Maud

We're thrilled to introduce our final Stand Apart winner for Sydney this year, Maud.

Stand Apart is the opportunity for everyone in the studio to recognise an Interbrander who consistently goes above and beyond. Having only joined our team five months ago as a Senior Client manager, Maud has certainly made an impact, both in the studio and with our clients. Interbranders had glowing things to say of Maud - of her patience, her warmth, her cool-headedness, and of course the brilliant work she does day in, day out.

Maud was rewarded with a new IPad air and hugs from the studio. And after the announcement, we celebrated Sydney style with fish and chips by the harbour, some frisbee, and a crazy, bat-breaking game of rounders.

Congratulations Maud - c'est magnifique!

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STAND APART MAUD