communication identity onlineWhether creating new brands, reinvigorating launch environmentstired ones, developing annual reports and ecosystems interactive particpationprint communications or generating onlineenvironments; we enhance the value of languagebrands and businesses through design. revitalisation brand strategy activation
brief symbols equity image history product research culture identity packmetrics develop brand brand assets assets approach voice brand positioning reach mission ethics experience values audience designproperty We believe design is an asset.
Every brand has to work hard to resonateand engage meaningfully with its audience. To achieve this, Doppio employs a defined, holistic philosophy. We believe design is an asset. Simply put, developing design property for our clients increases their brand assets. It’s an uncomplicated and relatable approach; no complex onions, no one-size-fits-all pyramid,no inaccessible mathematical algorithms required. This approach is particularly relevant to businesses; brand assets are tangible attributes that add measurable value to a business and provide motivation to connect both internally and externally. In order to build brand assets, we tailor a strategic approach to each business problem; our mission being to intelligently execute design solutions for enduring impact and visibility. Whether creating new brands, reinvigorating tired ones, developing annual reports and print communications or generating online environments; we enhance the value of brands and businesses through design.
Gondwana Rainforests Industry Setting and marketability. We needed to create a brand their physical relationship with the super-continent Gondwana Rainforests personality and profile of Gondwana is an excitingAn ancient mosaic are a world-heritage listed that elevated appeal in value that sets these areas series of rainforest areas order to compete with apart from any other World along the NSW and QLD other tourism experiences Heritage area in Australia. coasts. Spectacularly and destinations. beautiful and entirely A mosaic deviceIn Australia’s highly competitive domestic tourism market, the Central accessible, these places have Strategy underpinned the creative the same world-heritage platform, conveying beautyEastern Rainforests Reserves of Australia was limited in its capacity to value as Fraser Island and It was important to turn the and fragility – and alsocompete with other high-value tourism experiences due to low brand Kakadu – but none of the brand negative into a brand providing a connective consumer recognition. positive: low awareness device to visually unifyawareness. However, it was this ‘undiscovered’ quality which presented was turned around to the 14 separate sites.the brand with it’s greatest opportunity. Challenge be the discovery of an extraordinary undiscovered Result In Australia’s highly place. This enabled us competitive domestic to increase desirability In June 2007, the name tourism market, the of the destination, tap Gondwana Rainforests was previous brand ‘Central into a sense of awe and officially adopted at the Eastern Rainforest Reserves appreciation, and talk to 31st session of the UNESCO of Australia’ was limited local and international World Heritage Committee in its capacity to compete tourists who wanted to meeting in New Zealand. with other high-value see the ‘real’ Australia We continue to work with tourism experiences. before anyone else did. UNESCO to develop the brand architecture and With very little brand Our asset-building process implementation across awareness, there was an identified a number of the associated sites. opportunity to rename untapped areas. The and reposition the brand evolutionary importance to improve awareness of these rainforests, and
Gondwana Rainforests Brand assets: EVOLUTIONARY EXPERIENTIAL EDUCATIONAL GEOGRAPHIC Client: The Department of the Environment and Climate Change
Baulderstone Industry setting delivered. The change of company name was seen Result Baulderstone, formerly as a greater opportunity The Baulderstone businessRebranding an industry icon Baulderstone Hornibrook, is one of the oldest and to signal a shift in has held strong through an extremely turbulent business focus towards largest players in Australia’s both its building and civil period for the construction construction industry. The engineering portfolios. sector as a result of the brand’s solid heritage and GFC – in fact, BaulderstoneHow to give new life to one of the oldest and largest brands in Australia’s experience is evidenced Strategy were recently successful through their creation of in securing their singleconstruction sector? Baulderstone were positioned as the ‘smart’ player iconic landmarks such Our research with the largest project ever, the Portin the market – able to draw on its heritage to amplify its ability to as the Sydney Opera Board and key stakeholders Botany expansion works. House and ANZAC Bridge showed that the businesstackle complex and challenging projects. However, the brand was being while also delivering had a robust strength Market response wasunderpinned by lifestyle focussed imagery and a tone of voice that did sophisticated and highly but required a more positive and client complex infrastructure business-savvy position expectations were exceeded.not support the complexity and sophistication of the major projects projects such as the Cross that demonstrated ‘We are only just beginningbeing delivered. City Tunnel, the Melbourne confidence and acumen. to realise the strength of the City Link Project, and Port brand system that has been Botany expansion works. To uphold and articulate created’ Chris Reynolds, its ability to ‘create what GM Corporate Relations. Challenge matters’ at every level, the corporate logomark Baulderstone claimed to was subtly and effectively be ‘Creating what matters’, refreshed to define change however, the brand was whilst maintaining being underpinned by recognition – and was lifestyle focussed imagery paired with a creative and a tone of voice that did platform which drew on not support the complexity its heritage to amplify its and sophistication of ability to tackle complex the major projects being and challenging projects.
Australian Diabetes Council Industry setting and engaging amongst such a sophisticated set, To respond to the members’ desires to obtain control and As the third oldest Australian Diabetes Council independence – the brandThe everyday mentor diabetes charity in the world, Australian Diabetes needed to adopt a more promise of ‘an everyday consumer-facing role to be mentor’ was developed to Council (formerly, Diabetes considered a competitor cultivate a more symbiotic, Australia-NSW) has been for the donor dollar. reciprocal relationship. working hard for over This positioning promptedDiabetes is to health, what climate change is to the environment. A local 70 years to provide vital Strategy the development of the support to the largest tagline “a shared voice forand global epidemic and a UN Priority, Type 2 diabetes is Australia’s diabetes member base in To respond to these diabetes” which providesfastest growing chronic disease. One person is diagnosed with diabetes the country. As a 60 per challenges the strategy a platform for advocacy cent self-funded charity, recommended a name programs and a greaterevery seven minutes and, perhaps most alarmingly, for everyone who Australian Diabetes change to reflect the sense of community.knows they have it, another has it but doesn’t know it yet. However, Council rely heavily charity’s credibility on the support of their and purpose – from Resultdespite these staggering figures, diabetes remains widely misunderstood. members and supporters the bureaucratic and to continue to provide geographically confusing, Australian Diabetes Council emotional and practical Diabetes Australia–NSW, to successfully launched the support to all Australians Australian Diabetes Council. new brand during national affected by diabetes. Diabetes Awareness Week The new brand mark 2010. Initial internal and Challenge expresses unity, community external feedback has been and the progressive nature overwhelmingly positive In addition to the global of Australian Diabetes with the new brand identity health challenge, the Council. The kaleidoscope providing the platform Australian NFP market of shapes represents the for a more cohesive team presented an enormous diversity of the diabetes internally, and a much competitive set – a large community and the clearer and consistent number of which are wide range of education message for members. operating within the and advocacy products highly politicised and and services Australian fragmented health sector. Diabetes Council provides. To become distinctive
Australian Diabetes Council Brand assets: VITAL HUMAN ADVOCATE Client: Diabetes Australia–NSW
All deliveries to Loading Dock 26 Arundel StreetBrand: Australian Diabetes Council
Remedy Products Industry setting Strategy Result Remedy Products are a Above and beyond its Though in it’s earlyA sophisticated spin on homespun range of homespun cleaning solutions for all the spills, environmental properties— it was uncovered that scent stages, the feedback for the new brand has been splashes and little accidents and efficacy were important overwhelmingly positive, around the home. Made factors to consumers when it both in additional focus with simple, non-toxic, came to purchasing cleaning groups and unsolicitedIn a market increasingly flooded with environmentally safe products, ingredients and a range of products. With eucalyptus online feedback. Coupled eucalyptus oils, the products oil being both the active with this enthusiasticRemedy products needed to be differentiated and expressed in a more have been continually ingredient and the signature response, online salesmeaningful and stylish way to the consumer. To promote the benefits of developed and refined by a scent, the name Remedy and enquiries have mother and grandmother products spoke to both also increased.the products to a sceptical and demanding target market, both the name over the last 10 years. the active and passiveand design needed reinvigoration. attributes. Remedy is both Challenge the proactive solution and the natural panacea In a market increasingly to all life’s little messes. flooded with environmentally safe The philosophy of “Clean products, it became without harm” was also necessary to differentiate developed to speak to and express the brand in a consumers who are more meaningful and stylish concerned with the health way to the consumer. To of the environment and the promote the benefits of the health and wellbeing of products to a sceptical and their family. Coupled with demanding target market, a fresh, nostalgic creative both the name and design execution, Remedy products needed reinvigoration. embody the homespun origins of the products, with an invigorating twist!
Parramatta Justice Precinct Industry setting Challenge Strategy The 6000m² Parramatta Doppio was engaged The site has a dramaticUncovering the past Justice Precinct was the site of the first Colonial to develop an identity and visual language and somewhat gruesome history. Our approach Hospital and the first tent for the precinct, which was to present the site’s Hospital dating back to conveyed the historical history in a subtle manner, 1790. The site now houses and archaeological fabric revealing stories at differentParramatta Justice Precinct has a dramatic and somewhat gruesome the new Family Court, Trial of the site as an integral levels for those who used Court, Children’s Court part of its contemporary the site every day.history. Our challenge was how to present the site’s history in a subtle and Attorney General’s redevelopment and reuse.manner, revealing stories at different levels for those who used the Office, comprising three The interpretive elements new multi-storey buildings, The design approach are used to present thesesite every day? The design approach needed to engage and captivate a refurbishment to some needed to engage and stories, some of whichreturning audience, maintain historical and archaeological factuality, existing buildings, new captivate a returning reveal archaeological commercial structures audience, maintain remains and interpretand respond to the architectural and landscape context of the site. and extensive civil and historical and public artworks. landscaping features. archaeological factuality, and respond to the The elements included The precinct will become architectural and landscape artefact displays, foreshore one of the most significant context of the site. signage and interpretive employment generators plaques, bronze paver for Parramatta and the castings, cast metal Western Sydney region. lettering, supergraphics and The precinct has a five-star vinyl banners, presenting environmental rating, the historic photography and first major government commissioned illustrations. building in NSW to achieve this standard.
Parramatta Justice Precinct* Brand assets: ENGAGE CAPTIVATE JUXTAPOSITION LAYERING Client: International Conservation Services * Distinction award in environmental design at the 2008 Australian Graphic Design Association (AGDA) Awards.
St Hilliers Industry setting the market. To do this necessitated a ‘front Result Established in 1989 by foot’ approach during a The refreshed brand has‘H’ for ambition Proprietor Tim Casey, St Hilliers is one of Australia’s tumultuous industry period redefined St Hilliers in the Australian market. St when many players were leading, private property doing quite the opposite. Hilliers CEO Tim Casey groups providing expertise said: “20 years in operation and services in property Strategy was an important companyThe St Hilliers brand had grown organically over the years, based on development, property milestone to reach. It is funds management, St Hilliers were positioned important to mark themutually beneficial relationships with all stakeholders founded on respect contracting and asset as an agile, strong, and start of the company’sand trust. However, to support future growth and reflect their evolution, management. At the time intelligent brand who were next phase of growth of this project the impact well-placed to challenge the into the next decadeSt Hilliers needed to examine and evaluate whether their brand message of the GFC was being fully big players and big projects with a new brand thatwas consistent and coherent across the different divisions and their realised by Australia’s in the market. The identity interprets our company’s construction industry. was reworked to feature a values and culture, asbusiness activities – internally and externally. distinctive ‘H’ symbol, and well as representing our Challenge the ‘Confidence/Trust/ business strategy.” Vision’ signoff became The challenge was to an important component define the brand promise of all communications. and reposition St Hilliers as a highly successful and The creative was formulated ambitious player in Tier 2 around an angular design of Australia’s construction system that was applied to industry. The milestone of all touchpoints – online, their 20th year presented offline, and importantly, an opportunity to revisit onsite – effectively the and clearly define their largest advertising space for position and promise to a construction company.
St Hilliers Brand assets: BOLD AGILECONfIDENT Client: St Hilliers
sthilliers.com.au ODETTE DE CARLI Accounts Payable Supervisor St Hilliers Construction ODeCarli@sthilliers.com.au Main: 02 9259 5200 Ground Floor, 88 Cumberland Street Fax: 02 9259 5201 The Rocks NSW 2000 St Hilliers Construction Direct: 02 9259 5229 GPO Box 5370 Pty Limited Sydney NSW 2001 ABN 60 082 594 563 NEW SOUTH WALES 88 Cumberland Street The Rocks NSW 2000 GPO Box 5370 Sydney NSW 2001 VICTORIA QUEENSLAND AUSTRALIAN CAPITAL TERRITORY T: 02 9259 5200 Level 2, 460 Bourke Street Level 1, 189 Grey Street Unit 2, 71 Leichhardt Street Melbourne VIC 3000 South Brisbane QLD 4101 Kingston ACT 2604 F: 02 9259 5201 T: 03 9607 5400 T: 07 3212 6300 T: 02 6239 5999 F: 03 9642 3044 F: 07 3212 6301 F: 02 6239 5399 sthilliers.com.au SPotLIGHt oN / Intro Paragraph. Im il ipit, Building eros verat do ipit eummy nonsendiamet wisis eros non utat ipsum adit ipsum wisis. the future Im adiam dolore mincilit nissi Invitation eugiamet ut vel doleniamet ulputpat, Intro Paragraph. 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Vicae et pecii imus pectabeme tandam consequi tie dolore istrime nulina, nequo adhuit gra nenius, dolortis nostie volobore cenium nos Body text que postis, mus per la eu sedo facipsustie con nos adio exerostrud tin adempris, quon venarit. el utpate delisit eum volesenim quis nonulput ebusquem rendie dicon quipsustrud delit ut lan laore dolent lam aliquisit dem octude nonfin etrum We have the pleasure of inviting you to opening night at: Christmas Cocktails at NIDA DATE RSVP 7.00pm email@example.com Thursday 6th February 2010 before 4th February Smart attire requiredSection 0.0 Section 2.4 Section 2.5St Hilliers Invisible design Design elementsBrandGuidelines A distinctive feature of St Hilliers graphic language is the grid The distinctive elements of the St Hilliers brand are geometric system. This system provides a sound basis to help us maintain shapes derived from the same grid as the ‘H’ symbol. Rules for brand consistency across our documents – it also allows for their application are provided on the following pages. This grid is creative and dynamic design. provided as a base files to all electronic templates - please work from this and do not redraw. THe ST HIllIerS AnGle at every opportunity and in all st Hilliers applications, we leverage the 16º angle from the logoform to other design elements, in order to reinforce the brand. Brand: Brand Name
Section 3.8 St Hilliers Site Branding Construction Site Sheds Site Branding The recommended appearance for our sheds is based on the 1 2 ATCO white and St Hilliers orange Colorbond colour scheme. Logo positioning Signage Elements Where possible, site shed signage must appear at eye level or Guidelines above. In cases where this isn’t practical, logo must appear as close to eye level as possible. 2 The St Hilliers logo should be applied either as a vinyl decal sticker or on white panels fixed to the shed. 1Brand: St Hilliers
Special Olympics Australia Industry setting A majority of these misconceptions are as a A series of affirmation prompts were also Special Olympics are result of the organisations developed to create aI am, I feel, I will, I can, I choose… a global not-for-profit organisation whose central name – the use of the motivating language across word ‘Olympics’, while an communication items. They goal is to transform the overwhelmingly positive were created to increase lives of people with an association, implies that brand awareness and intellectual disability it is solely an elite event encourage participationThere are still widespread misconceptions and stereotypes about people through participative sport. occurring every four years. across all audiences Each week in Australia, While the word ‘Special’ has – a way for everyone towith an intellectual disability. They are often denied opportunities to dedicated volunteers many negative associations, express who they are andexplore their potential because it is assumed that their capabilities are provide quality sports which contribute to the who they want to be. training to almost 4000 segregation of people withlimited. The Special Olympics Australia brand had the potential to break athletes in over 250 sports an intellectual disability. Resultthrough common stereotypes though empowerment. clubs across the country. Those who participate in Strategy Overall, the new positioning Special Olympics improve created an exceptionally their fitness, develop greater In order to create a brand strong platform, which all self-confidence, and grow which breaks through audiences could engage socially and spiritually. common stereotypes and with. From their fund- empowers people with an rasing focus, to their Challenge intellectual disability, the volunteer network, to brand promise of ‘Reach their corporate partners, Although Special Olympics your personal best’ was ‘Reach your personal best’ Australia is intended to developed. This positioning provided motivation for all be positioned as a way became a vital building audiences to positively align to support people with block for the articulation themselves with Special an intellectual disability and expression of the brand, Olympics Australia. After through sport, external allowing the individual and all, who wouldn’t want to perceptions are very unique stories of Special reach their personal best? different from ‘on the Olympics Athletes to come ground’ operations. to the forefront in order to further break down audience stereotypes.
Creative platform Special Olympics Australia brand evolutionSpecial Olympics Australia Brand assets: BELONGING GROWTH EXPRESSION Client: Special Olympics Australia
atformalia brand evolution Creative platform Creative platform Special Olympics Australia brand evolution Special Olympics Australia brand evolution stralia ympics Au Special Ol LINK ITY SPORTS COMMUN 2010 TMA Sportsman’s Lunch Special Olympics is the Instead, our volunteers provide not-for-profit organisation sports opportunities for all people Special Olympics is the not-for-profit organisation that transforms the lives of Despite some common misconceptions, Special Olympics is not one single event and Creative platform that transforms the lives of people with an intellectual disability through regular sports with an intellectual disability, regardless of their skill level, and they do this every week people with an intellectual it’s not just for elite athletes. participation and competition. of the year in communities providing disability through regular sports Special Olympics Australia brand evolution Despite some common right across Australia. A program althy living sport and he for people participation and competition. misconceptions, Special Olympics is not one single event and opportu nities ility it’s not just for elite athletes. ectual disab with an intell 42 43 43 Brand: Special Olympics 45 45
ConsusStorage Networking Industry AssociationIndustry event brand development and activation
Consus Brand assets: PINNACLE ASTUTE READY ELEVATING Client:Storage Networking Industry Association
Cure Cancer Industry setting Challenge Strategy Cancer fundraising by In the NSW cancer charity A more active language wasPicking winners in the race for a cure not-for-profit foundations and charities is an essential segment alone there are over 100 organisations required to spur a more meaningful and relevant and critical part of the competing for awareness dialogue with the audience. cancer control effort in and the donor dollar. In By focussing on the quality Australia. Cure Cancer addition to this market of new, fresh thinking, the“I’m sorry, you have cancer” – 1.4 million people a year have to hear bridges a critical gap in the saturation, there is very brand position of ‘Green- cancer research segment little differentiation lighting cancer research’this news as the search continues to improve prevention, detection and by funding talented young amongst competitors in was developed to act as atreatment outcomes for patients with cancer. However, questions are post-doctoral researchers this highly emotional set springboard from which all at the start of their careers leading to charity fatigue messaging was derived.often raised about the number of cancer charities in Australia. What do – when they need it most. and an emotionallythey all do? Why are there so many organisations? We set about to cut This money has been overwhelmed audience. The tagline ‘The cure starts strategically targeted to here’ is the embodimentthrough consumer charity fatigue to reposition one of Australia’s most support young researchers Furthermore, Cure Cancer of this positioning, whichprogressive and vital Cancer Charities. with innovative ideas, was suffering its own invites the audience to enabling them to pursue identity crisis. In addition focus on the cure, not the projects identified by to confusion about its own tragedy. In addition to this, the wider community as narrative and purpose, and the researchers stories and most promising in their a lack of a defined brand ideas were highlighted potential to cure cancer. personality – there was an in order to provide a obvious disparity between more tangible connection brand communications, with the audience. often lost in ‘board-speak’ and the organisations activities, which are resoundingly progressive.
Cure Cancer Brand assets: CHAMPION RELENTLESS BRAVE EXPLORATION Client:Cure Cancer Australia foundation
Dr Nikolas Haass knows melanoma is the most aggressive skin cancer and Dr Andrea Markus wants to understand how and why genes are regulatedis highly resistant to conventional therapy. He wants to establish a more differently in cancer cells. She will investigate some of the factors thatspecific targeted therapy inhibiting certain mechanisms in tumour cells and can derail on the complex track from gene to protein and will look at theirtumour stem cells to block melanoma growth and spread. involvement in the development of cancer.For more information or to make a donation visit For more information or to make a donation visit Brand: Cure Cancer Australia Foundation