Case Studies

Institute For Respiratory Health

Rename And Rebrand

Formerly the Lung Institute of Australia, the organisation rebranded to capture all respiratory health research – beyond lungs.

Brand One developed a new brand identity to resonate with all stakeholders. The colours and designs brought warmth and approachability to the brand, along with a clean and professional look to reflect its community standing.

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A Fully Responsive (Mobile Friendly) Website Presenting A Vast Amount Of Information And Functionality

Design excellence + clear functionality

The new design reflected the brand and personality. It was clean and clear. The navigation had to be purpose built to house +100 pages, providing a vast amount of information on the various research areas, trails, events and stakeholders from staff to patrons.

Functionality included the ability to donate, search and register for events, memberships, fundraising, subscribe to eNews, volunteering and vacancies.

Navigation was purpose built so users could not only easily find information but the Institute could direct traffic to the desired calls to action.

Key word research was conducted to input into the Search Engine Optimisation (SEO) strategy. Content was copy written to include key words and the website was built to best practice with sound SEO incorporated, including custom written metatags, page names, tags and on-page content.

 

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JuicyQ

New Company Fresh Off The Mark

JuicyQ is a start-up business based on the idea of supplying fresh, cold pressed juices and smoothies to the Perth northern corridor around Clarkson. This market expanded with the supply to businesses via an App and online sales.

Branding And Identity

Brand One developed a brand and identity that reflected the product and resonated with the target market. With a fresh and youthful look and feel, along with colours and trendy fonts that gave depth to the juices, the business was launched in the suburban shopping centre.

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A Fully Responsive (Mobile Friendly) Website That Presented The Brand And Its Products

Great colours and fun fonts were the inspiration behind a fresh creative design. A simple website was all that was needed to show the product range, pricing and location; along with provide a gateway to an online store and APP.

The website was designed and built as a fully responsive website that resized and tiled properly when accessed from all devices such as laptop, smart phone and tablets.

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PYBAR Mining Services

Building Business

PYBAR Mining Services is the third largest underground mining contractor in Australia. New South Wales based, PYBAR had the majority of its business in the eastern states. With a strong reputation of delivering results, the company’s growth strategy targeted West Australia and internationally.

Scope Of Works

Build a respected market position nationally and internationally and increase awareness to support business development.

Discovery & Strategy

Brand One undertook a strategic discovery process with the company’s board, senior management team, key divisional heads and site management. Management interviews, client and employee surveys, and an audit of all collateral including the website were undertaken. A strategic workshop saw us working together with the board and senior managers to clarify the vision, mission and supporting company values to provide the direction and foundation for the business’s planned growth. A market position, value proposition and key messages to market were clearly identified and articulated to support the business development objective.Pybar Values Logo

The Importance Of Key Messages To Content Marketing

Building awareness of the brand and what the business has to offer is important when entering new markets or building greater market share. What sets a company apart is the point of difference (POD); whilst the key messages are important to ensure what the company has to offer is consistently communicated to the market. Brand One worked with the PYBAR team to establish this. This is important as it becomes the brief for all content marketing – what we consistently say across all marketing and communications media including all digital media such as social media, the website, eNewsletters, blog and online ads; as well as mainstream media through PR and press advertising and collateral including the Capability Statement and tender documents.

A Fully Responsive (Mobile Friendly) Website Repositioning The Brand To Help Position The Business Nationally

Central to the marketing strategy is the website. Prospective clients and clients will ‘Google’ a company which means that a website has a critical role to play. Design excellence + clear navigation + functionality are instrumental to presenting the company, showcasing its services and equipment, and providinge clear evidence of its capabilities. The new design reflected the refreshed brand position with a clean and professional look. The new website was clearly sectioned for easy traffic direction and ease to use. The navigation was purpose built to reflect the user journey from entry through to all areas of the business. Speciality areas: a fleet area showcased the company’s extensive equipment; an interactive map and projects list provided evidence of the company’s experience and results; a resource centre consolidated all marketing collateral; and a news area was designed to provide a vast library of categorised information – great for Search Engine Optimisation!

 

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Daisy Pool Covers

Protect and Grow

The largest pool cover and roller supplier in Australia, Daisy was exposed to market share cannibalisation. The retail sales market was also challenging as with getting the reseller channel engaged in supporting Daisy. Daisy engaged Brand One and One Digital to protect and build the business.

Discovery

As one of the pioneers in the industry, Daisy had a role in educating and selling-in the merits of a pool cover to Australians. ‘DAISY SAVES’ was the positioning and tagline used for years to tell the story of how a pool cover saved water, chemicals, cleaning, time and more! With new entries and the possibility of cheaper imports, this campaign also served to build the market for its competitors. We had to ‘own’ the market and take the high ground to protect its dominant market share.

Multi-Channel Marketing

Research into the market showed the trend in both in-store sales and online. The trend was moving more online but the traditional pool supply stores still played a very important role. Analysis was also conducted to see where the revenue was strong and where the opportunities were by state and by channel.

Creating A Brand And Market Positing As ‘Australia’s Favourite’

It was clear that Daisy had an awesome product range and could credibly take the high ground in terms of quality of products and service excellence. As the best-selling pool cover in Australia with a full blooded Aussie products, we took the market position as ‘Australia’s Favourite’ backed by the evolutionary change (which save loads of costs in changing artwork on vehicles, POS and more as we could progressively change these) from ‘Daisy Saves’ to ‘Daisy Quality’. We brought family fun into the brand’s personality and backed it up with a full refresh in all collateral on and offline. A vibrant Aussie brand was born that resonated with the target market who loved water and summer!

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