Our philosophy. Build value into your brand.

Your brand is so much more than your name, your logo or your visual identity. It reflects what you stand for and how you want to be perceived. We begin by understanding your unique strengths, your strategy and your market. We overlay this with the needs, perceptions and behaviours of your target audiences.

Only then can we design a message, look and feel framework that becomes the basis for every communication and every experience your audiences have with you. And that’s how we build long-term sustainable value in your brand.

Case studies.
Stories behind the pictures.

Strategic Creative in action.

Here’s how we apply strategic creative to deliver branding results for our clients. All our major brand projects go through a disciplined process to ensure both our thinking and design are aligned.

Discovery Brand

1. Discovery

Every job starts by understanding your business and communication challenge and your audiences. We build this understanding through in-depth discussions with you, your stakeholders and subject matter experts, exploring your points of competitive difference, examining global best practice, undertaking research and by applying the most appropriate frameworks and models from our Brand Strategy Toolbox.

Deliverables may include:

  • Insights discovery workshops
  • Audience/user research
  • Stakeholder engagement
  • Brand audit
  • Audience segmentation
  • Audience journey mapping
Strategy Brand

2. Strategy

Our thinking is always driven by audience insights. Understanding the fundamental needs that drive your audiences; the positioning that will change their perceptions and behaviours; the right messages, channels and mediums to reach them. And our recommendations always align with your business strategy.

  • Brand strategy and positioning
  • Brand hierarchy and architecture
  • Tone of voice
  • Naming
  • Customer value proposition
  • Brand perception shift analysis
  • Customer Experience Journey mapping
  • Messaging matrix and hierarchy
  • Internal shift assessment
Expression Brand

3. Expression

Taking the strategic insights, we develop the voice and visual elements to express your positioning, creating the tone and mood needed to engage audiences, deliver cut-through and drive brand perception shifts. Our expression work is always driven by a single-minded idea, reinforced at multiple touchpoints and in multiple ways.

Deliverables may include:

  • Brand story
  • Identity design concepts
  • Identity toolbox
  • Brand guidelines
  • Brand experience design
  • Environmental design
  • Packaging territories
  • Internal communications direction
  • External communications direction
Execution Brand

4. Execution

Applying the thinking and design idea with our defined identity elements allows us to design each element to maximise cohesion and effectiveness. Careful design crafting takes a good idea and makes it great, giving it impact and creating an enjoyable user experience.

Deliverables may include:

  • Brand roll-outs
  • Printed collateral
  • Sales and point-of-sale collateral
  • Merchandise
  • Interactive development
  • Social executions
  • Fit-out and installation
  • Corporate livery
  • Signage/wayfinding
  • Digital design and build
  • Launch material
  • Internal brand activation
  • External brand activation
Post live Brand

5. Post-live

Our work doesn’t end when a brand goes live. At the post-live stage, the focus is on monitoring performance, continual improvement and learning. This is also the time to lock down the brand in a guidelines manual and establish asset management and brand policing policies and procedures. 

  • Deliverables may include:
  • Brand guidelines
  • Brand guardianship
  • Brand management
  • Asset management
  • Brand application coaching

Blog Posts.
Thought-leading branding insights.

Does your brand still resonate?

4 Jun 2024 by Steven Giannoulis

Change and disruption is happening at an unprecedented rate and that impacts how relevant brands remain with their customers. Businesses aspire to gar…

Whatever happened to Corporate Identity?

31 Jul 2023 by Jack Yan

Guest post: Jack Yan, LLB, BCA (Hons), MCA. Jack is an independent director of Insight Creative. He began working in design in Wellington in 1987, and…

What's your brand animal?

1 Nov 2022 by Steven Giannoulis

We’ve been doing a lot of brand refresh work lately, as many clients come out the other side of the COVID crisis with a new purpose and often a new st…

Our Clients. We're in good company.



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