11Selleys Brand Identity Guidelines – March 2020
IDENTITY
OURLOGO
BRANDMARK OVERVIEW NOTES
ARTWORK FILES
The Selleys®
brandmark is rendered in the Selleys®
Blue and reversed out of white. It is the corporate logo
and registered trademark of DuluxGroup (Australia) Pty
Ltd. The brandmark should always be seen as white on
letters and with the Registered Trademark symbol
depicted ®
It is a single, powerful point of consistency across a
diverse range of products and communications.
The brandmark is the essential signature required to
identify the company in all applications.
In countries where the Selleys®
brandmark is not widely
recognised, it is essential that it be reproduced exactly
as it appears on the disk provided.
Please use these guidelines to ensure correct
representation of the brandmark.
Please note. The pattern shown here, and
throughout this document, is for the purpose of
acting as a canvas for the graphics to sit above.
Please do not reproduce on any other materials.
SelleysMasterBrand_CMYK.eps
SelleysMasterBrand_PMS.eps
SelleysMasterBrand_RGB.eps
SelleysMasterBrand_CMYK.jpg
SelleysMasterBrand_RGB.jpg
from thumb drive provided

Agenda
1.
The Works
10 mins
2.
Research &
our work
60 mins
3.
Capabilities &
Project Delivery
20 mins
4.
Questions
30 mins

Chemistry
1) Chemistry, specifically with the actual people who will be working on the account and delivering the work.

The Works Team
DAMIAN PINCUS
Founder / Creative Partner
CATE MATHERS
Head of Strategy
RUTH HAFFENDEN
Managing Partner
Daresay
GUY PATRICK
Creative Director
LUCY BATCHELOR
Strategist
JEN HIRD
Creative Project Leader

good
When people are happier
things happen.

Making interactions
with brands more
seamless,rewarding,
and engaging.
BRANDING, DESIGN AND
CX AGENCY OF THE YEAR

Agencies Workplaces The Works
Tenure
(Years)
3.7
3.2
1.7
Voted best creative
agency by Great
Place To Work.
Our people stick
around

Keeping our culture alive
whilst operating remotely.
Training
Agency training programs
continued remotely.
Social
Remote drinks
& remote hang overs!
Active
Walking meetings
encouraged.
Talks
Thought leadership
(clients welcome!)
Check ins
Daily video WIPs, team
meetings and buddy calls.
Dress ups encouraged.
Yoga
Video yoga sessions.
(Damian yet to attend)
Our people are our priority at The Works. And it’s our culture that makes us special.
So we have put some guiding principles in place to keep our people engaged, productive
and most importantly mentally and physically healthy and happy whilst at home.
Yoga
Video yoga
sessions.
Talks
Thought leadership
Keynotes via video (clients
welcome too!).
Social
Remote hangs over drinks,
lunch and dinner.
Whatever you fancy!
Check ins
Active
Walking meetings
encouraged.
Training
continued remotely.
Yoga
Video yoga
sessions.
Talks
Thought leadership
welcome too!).
Social
lunch and dinner.
Whatever you fancy!
Check ins
Active
Walking meetings
encouraged.
Training
continued remotely.
Yoga
Video yoga
sessions.
Talks
Thought leadership
welcome too!).
Social
lunch and dinner.
Whatever you fancy!
Check ins
Active
Walking meetings
encouraged.
Training
continued remotely.
Yoga
Video yoga
sessions.
Talks
Thought leadership
welcome too!).
Social
lunch and dinner.
Whatever you fancy!
Check ins
Active
Walking meetings
encouraged.
Training
continued remotely.
Yoga
Video yoga
sessions.
Talks
Thought leadership
welcome too!).
Social
lunch and dinner.
Whatever you fancy!
Check ins
Active
Walking meetings
encouraged.
Training
continued remotely.
Yoga
Video yoga
sessions.
Talks
Thought leadership
welcome too!).
Social
lunch and dinner.
Whatever you fancy!
Check ins
Active
Walking meetings
encouraged.
Training
continued remotely.

Credentials & experience
2) Credentials and experience;
• Ideas & campaigns developed for DIY Consumers, Trade Professional Users (including B2B). Within the Selleys® Brand
Portfolio we have Brands that target different consumer groups & require different communication strategies.
• The ability to develop globally relevant & transferable ideas – examples for ideas/campaigns from NZ, China,
Singapore & Malaysia are of interest.
• Examples of campaigns delivered within a creative budget of between $50k and $250k.
4) Examples of creative thinking & execution beyond TVC/ATL – ideas that have 360-degree consideration and go
through the line

Let’s talk a bit about you...

PURCHASE INTENT BEHAVIOUR CHANGEPANDEMIC IMPACT PIVOT STRATEGIES
Consumer course corrector
Our proprietary COVID-19 tool
By aggregating rolling quant data, social sentiment, search behaviour data and
industry/brand sales data we are gaining a clearer picture of how the pandemic
has impacted people’s mindsets and behaviours.

Consumer course corrector
The industries
Travel Health Retail DIYTechnology TelecommsFinance Alcohol
My relationship with
travel
my health
my money
My ways of
communicating and
getting information/
data and
entertainment
My home and oﬃce
technology
What and how I
want to buy
alcohol
My attitudes and
behaviours towards
home
improvements

4 things we learnt about DIY newbies
FINANCIAL
NERVOUSNESS
DROVE DIY TRIAL
BRANDED
CONTENT IS THE
SECOND MOST
TRUSTED
SOURCE OF INFO
NOW THEY’VE
STARTED
THEY’RE NOT
PLANNING TO
STOP
THEIR PROJECTS
WERE ON THEIR
“LIST TO DO”
NOT THEIR
“WANT TO DO”

What are the driving forces
behind this newbie segment?

Hypotheses 1
The world can see inside our homes
Instagram, Youtube and Zoom have put peoples homes on public display, with those aged 25-39
65% more likely to share their DIY ideas online compared to other DIYers. And with three out of
four Australians believing a stylish home is the key to personal fulfilment it’s no wonder they’re
fixing and styling like never before.
https://www.australianunions.org.au/an_instagram_worthy_home_equals_happiness
https://www.nielsen.com/au/en/insights/article/2020/building-on-australias-next-generation-of-do-it-yourselfers/

Hypotheses 2
Money is tight but time’s a-plenty
Redundancies and pay cuts have meant less money for many but more time at home causing Aussies to notice what needs to be
fixed or styled in their homes - on the cheap. They’ve been buying fixings and fasteners, gardening supplies and bathroom
supplies like splash backs, cabinets, taps and sinks. 78% of 25-39 DIYers intending on doing external renovations and 49%
intending on interior decorating and with dream homes becoming unachievable as housing prices have continued to soar, maybe
this time has given them the nudge they needed to create their own home.
https://www.nielsen.com/au/en/insights/article/2020/building-on-australias-next-generation-of-do-it-yourselfers/

Hypotheses 3
There’s a new kind of role model
There is a new generation of female role models in the media inspiring younger women whether
home owners or renters to fix, style, restore and renovate.

Our work
The following 3 case studies reflect the diverse
creative work we make that we feel relate to your
requirements.
vitapet
BlackHawk
Westpac

10x Asian countries Global Aus/NZ/ChinaAsia Paciﬁc

THE CHALLENGE
Develop and manage a house of
fast growing disparate brands
across two nuanced markets.

Brand
Experience
Brand
Expression
+

A large number of product sub
brands without the available
investment to support them
individually.
THE CHALLENGE

PORTFOLIO
MANAGEMENT
Dog Treats Cat Treats Pet Care
AU & NZ NZ ONLY
GROCERY & SPECIALTY GROCERY ONLY

BRAND BELIEF
They’re more
than just pets

Brand
Experience
Brand
Expression
+
Refer to video

RESULTS
22%Increase in product sales
Increased shelf presence and strengthens
customer partnerships
26%
Increased promoted awareness

Brand
Experience
Brand
Expression
+
Join the real food
movement for pets
BRAND PLATFORM

Brand storytelling through content

Brand
Experience
Brand
Expression
+
360 IDEAS

CASE STUDY
Brand
Experience
Brand
Expression
+
DIGITAL UTILITY

RESULTS
Win
Eﬃe Award winner in 2017
Growth
Doubled
Facebook followers
42%Increase in product sales
From No. 6 to No. 1 in premium pet food.1
Increase in conversation volume
165%

We live and breathe B2B marketing
19
Content Agency of the Year B2B Content Strategy of the Year

Introducing Van Jams
12 weeks 6 destinations
across NSW
Heaps of free
advice
1 huge research
project

4 things we learnt about Tradies (so far)
EDU-TAINMENT TEAM TRADIE APPS
PROFESSIONAL
APPEARANCE
IS KEY
They follow domestic and
international leading
industry inﬂuencers to learn
about new products, new
techniques etc so they don’t
have to go to the trade
shows themselves
WOM drives perception and
purchase choice
Being ‘part of the team’ is a
hugely important
SIKA “looks more
professional, both in store
and onsite”
Bunnings staﬀ not a credible
source of advice vs. Mitre 10
Apps are time saviours:
Hipages
Bunnings Powerpass

BRAND BELIEF
Helping in the moments
that matter

What about when those
businesses really need help?
PROOF

A newsroom approach to b2b brand publishing
REACTIVE MID-TERM NEEDS DATA-LED
Reactive content
following latest news, trends,
product adaptations
This content adds value to
the audience by having a
clear, expert opinions on
trending topics or breaking
news
Developing a clear
attribution model for
content which then
drives decisions on
topic, format and
channel optimisations
Content that addresses the
needs and interests of the
audience in the mid-term,
driven by website data,
product sales ﬁgures, in
store data or third party
data
STRATEGY

STRATEGY
Helping Businesses in the moments that matter
Starting Running Growing Cash flow
RESPONDING TO COVID - 19
Pivot/ re-invent Recover Re-build
Brand building / Lead generation / Showcase BOTs

70%
New customers
40%
Increase in time on site
Increase in downloads
Product referrals (up 1,200%)
400%
53k
Results
Westpac
Applications completed
12,739
Click to call branch
4,216
RESULTS

“Ruth and her team are an absolute dream to work with.
Not only do they deliver content programs of scale within
a very short period of time, they also deliver on budget
and with unparalleled b2b insight. If we had to
make our agency decision again we would absolutely pick
them.”
ALICE PEARS, SENIOR MARKETING MANAGER, WESTPAC

Project Delivery
3) Your ability to deliver briefs within the stated budget
6) Suggested headline timings & process

CREATIVE THINKER
SOCIAL STRATEGIST
CONTENT EDITOR
DESIGNER
DIGITAL DESIGNER
PRODUCER
CREATIVE TECHNOLOGIST
PROJECT MANAGER
BRAND PLANNER
DATA SPECIALIST
CX LEAD
UX SPECIALIST
CONTENT CREATOR
DEVELOPER
DIGITAL PLANNER
CX PLANNER
BROADCAST PRODUCER
MEDIA PLANNER/BUYER
Our Structure:
How is it different to other agencies?
CREATIVE
PARTNER/
FOUNDER
CREATIVE
PROJECT
LEAD
STRATEGIST
11Selleys Brand Identity Guidelines – March 2020
IDENTITY
OURLOGO
ARTWORK FILES
The Selleys®
Blue and reversed out of white. It is the corporate logo
and registered trademark of DuluxGroup (Australia) Pty
Ltd. The brandmark should always be seen as white on
depicted ®
brandmark is not widely
recognised, it is essential that it be reproduced exactly
acting as a canvas for the graphics to sit above.
Please do not reproduce on any other materials.
SelleysMasterBrand_CMYK.eps
SelleysMasterBrand_PMS.eps
SelleysMasterBrand_RGB.eps
SelleysMasterBrand_CMYK.jpg
SelleysMasterBrand_RGB.jpg
from thumb drive provided

What does it mean to you?
Consistency
Ability to
scale & pivot
Less layers &
bureaucracy

Start as we mean to go on
First rule - no egos
Be truly collaborative -
that’s with clients and other
agencies
Spend lots of time together
- it should feel like we are
an extension of one
another’s teams
Be results focused - if it
doesn’t have a clear
commercial outcome,
should we be doing it?
Be curious - question
everything
Be proactive - ideas don’t
always come from a brief
Be reliable - do what you
say and don’t overpromise
Be nice - make every
interaction friendly and
positive
Be transparent - have open
and honest conversations
(even the difficult ones)

Creative development process
• GTM Strategy
• Activity calendar
• Test & learn activity
Understanding
the context
Developing a
creative brief
Concept
development
GTM
Planning
1 2 3 401 02 03 04
• Deep dive into audience and category
• DIY habits & trends
• Audit competitor activity
• Creative strategy inline with master
brand platform “If it’s Selleys it
works”
• Creative brief and proposition
• Develop territories
• Art direction & TOV
• Distinctive assets
• 360 degree roll out

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15
CONCEPT
Concept development 3x rounds
CREATE
Creative production
Pre-production
Shoot
Post production
Delivery and Implementation
Print delivery
Digital delivery
TVC delivery
In market
Timeline overview
Campaign timelines will vary dependent on the scope of work, however based on a generic campaign
brief below is an example of what timings may look like.

Collaboration5) Evidence of working well in collaborative environments

We led a collaborative and collegiate process that included key agencies at concept stage. And worked closely with all agencies to best
utilise core skills in concept development, stakeholder engagement and production.
Agency Collaboration
LEAD CREATIVE
& STRATEGY
IN HOUSE TEAM
PR MEDIA
POS & BELOW
THE LINE
Rules of engagement
Any agency who claims they instigated or were part of a 100%
harmonious agency collaboration is being less than truthful.
However, sticking to processes and implementing ways of
encouraging open communication helped everyone enormously.
DEFINED ROLES &
RESPONSIBILITIES
WEEKLY CREATIVE SHARING
SESSIONS
COLLABORATIVE
IDEA GENERATION
GROUP RESPONSES ON
CAMPAIGNS

“We have a highly collaborative working style with The Works. The creative team spend a lot of time
working at our offices and the team love working directly with the people coming up with the ideas. It
just removes the often unnecessary layers of people and process!”
Aaron Chillingworth, Head of Marketing Australia
………………

Reduce financial
exposure
7) How can we ‘gate’ fees and spend, through 2 or 3 development stages to reduce financial exposure and make smart decisions

Budget Tracking and Management
Total budget will be split into the different stages of the campaign.
We will run a budget recognition session at the end of each stage and give back any budget not spent to be allocated to
other stages or future projects.
Weekly internal budget tracking sessions will be held to ensure we don’t over-burn at any stage.
We will invoice based on actuals.
Total Budget
Concept Budget Create Budget
Concept
development R1
Concept BudgetConcept Budget
Creative production Delivery & Implementation
Concept
development R2
Concept
development R3

The Works family is a super group of communications specialists, enabling us to draw upon the individual smarts we need,
whenever we need them, to drive our client’s growth… So many creative, nerdy types, all under one roof.
Capabilities & Expertise
Brand & Creative
Communications
Strategic planning
CX
Creative
Production
Digital
Direct Marketing
HCD
Chat bots &
voice activations
Voice applications
Chat bots
NLP
Content strategy
& Production
Content marketing
Social media
Video production
Stills and audio
Podcasts
Backed by an ASX listed
technology business

Content
Strategy
Content Marketing strategy
Persona development
Content audits
Reporting frameworks
Lead generation and attribution
Governance and implementation
Social Media
Marketing
Social strategy
Creative campaigning
Channel management
Community moderation
Paid social strategy and
implementation
A cost efficient and dedicated in-house team of 13, delivering cross-channel
content planning, creative production and implementation.
Content strategy
& Production
In-House Production
Integrated production team with in
house production capabilities,
specialising in audio & video content
creation.
Winner Ad News Content
Agency of the year 2019
19

My house is my canvas.
Our homes are a form of self expression, a canvas for our audiences
creativity. With 3 out of 4 Aussies stating that a stylish house is the key
to personal fulfilment let’s help them show off their talents to the world.
Introducing the Selley’s virtual home open tour. We could even hide
‘easter egg’ codes in the houses to drive trial.

Selleys Staycation Packs
Lots of us will be taking our annual leave but
actually staying put. So with this extra time,
we can do a bit of work on the house or
apartment. Let’s create a Selleys pack with
products for the 10 most common jobs.

Selleys plugs leaks
From ABC journos to parliamentarians to footy clubs, there
always seems to be something leaked. Let’s be smart and nimble
and have ads ready to go about sealing leaks with Selleys.
ScoMo, next time let us help
OURLOGO
The Selleys®
Blue and reversed out of white. It is the corporate log
and registered trademark of DuluxGroup (Australia)
Ltd. The brandmark should always be seen as white o
depicted ®
brandmark is not wid
recognised, it is essential that it be reproduced exact

Next gen tradies
Apprentices have to go to TAFE to get certified and don’t get
paid much so love anything free. They are also often the ones
who are sent out to get supplies. So let’s make them our
friends, make them fall in love with us. We can start by
insentivising them things they’d love.

Selleys burnout builders
What’s tougher? Selleys liquid nails or a Holden EB? It’s a bloody
good question that needs to be answered.
Using Selleys Liquid Nails and a length of cable we ‘attach’ our car
to concrete wall and then see if it’s got enough torque to break free.

‘Selleys Hold it now’
TikTok challenge.
413,000,000 #tradies on TikTok.
Tik Tok is where we can have some fun and communicate
product features. We set a TikTok ‘challenge’ to HOLD IT UP up
random objects to ceiling and surfaces using Selleys HOLD UP.
We use the classic Beastie Boys song sample “Hold it now’ and
then ask people to stick things to random ob

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