Branding, identity and brand asset management
About
We’re a small, experienced and independent firm helping companies and not-for-profit organisations, both large and small, on matters related to branding, identity and online brand asset management. We’re business-savvy, insightful and acutely aware that in this age of the internet and almost instant answers to whatever question posed, everything to do with brands and branding is changing. We think this calls for a flexible way of thinking, a willingness to challenge conventional views if necessary, to offer you unexpected insights that are original, thoughtful and good. If you like the sound of how we work, then we’d love to chat.Think
A brand is an overall image or a collection of perceptions and associations that reside in people’s heads, whether it be a product or a service. The actions taken to alter or improve that image is what we call branding. Brands matter because they’re what people base their decisions on: decisions about whether to buy your product or service, whether to work with you or for you, whether to get involved, donate or simply, whether to trust you. Perhaps that explains why we take pride in a more exhaustive approach to defining the improvements and coordination necessary to help your business or organisation keep advancing. Do
UnderstandObjectives
Current brand perceptions
Stakeholder views
Target markets, segments, services
Competition, trends, opportunities, threats
DefineCore values, vision and strategy
Attributes and competitive advantages
Brand strategy, architecture and positioningCreateName
Visual identity
Brand identity guides
Storytelling, editorial and copywriting
Tone of voice
Corporate, information and marketing literature
Online and digital
Data visualisationImplementBrand launch
Brand workshops
Template design and development
ManageOnline brand asset management services
Digital asset management
Browser-based automated composition of brand collateral
Current brand perceptions
Stakeholder views
Target markets, segments, services
Competition, trends, opportunities, threats
DefineCore values, vision and strategy
Attributes and competitive advantages
Brand strategy, architecture and positioningCreateName
Visual identity
Brand identity guides
Storytelling, editorial and copywriting
Tone of voice
Corporate, information and marketing literature
Online and digital
Data visualisationImplementBrand launch
Brand workshops
Template design and development
ManageOnline brand asset management services
Digital asset management
Browser-based automated composition of brand collateral
Avenues Education
Avenues Education is a multi-campus school providing educational services to the Alfred Child & Adolescent Mental Health Service (ACAMHS).
The Ball Group was commissioned to create a new umbrella name and branding programme for the then Alfred Education Centre, that would unify the three geographically dislocated and differently named schools in the network into one integrated entity. The goals: a single identity to help unite the internal culture of the specialist education provider, and the generation of community awareness and visibility to enable growth and expansion.
The new brand identity expresses a modern, playful humanistic approach while reflecting a caring and adaptable ethos that underpins the school’s essence. The letters ‘a’ and ‘e’ join to form a ‘pair of eyes’, and with the simple addition of an upward stroke to represent a smiling mouth, the new face of Avenues Education was born. The project realised many positives: it had the effect of pulling staff and students together and raised morale far more than envisaged.
Deliverables: Research • Strategy • Name • Identity and application • Brand guidelines • Online brand asset management
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Oakton
In a history spanning 22 years, the listed consulting and technology firm Oakton had performed very well but in late 2009 it was apparent the firm was in danger of no longer sufficiently differentiating itself among the highly competitive crowd of mid-sized firms in the market. The Ball Group was engaged to help the firm find its voice and redefine the brand.
The Ball Group found clients valued Oakton’s industry expertise and ability to define the problem better than competitors, and it was a focus on these strengths that gave rise to the new brand positioning and visual language.
Having defined the core idea around three key areas of expertise – industry, domain and technology –the visual style was developed around the equilateral triangle as the core building block, enabling striking visuals to be created across nine key industry sectors. Simple, strong and modern. And oh one other thing, the new look is completely different to anything else in the market. Deliverables: Research • Strategy • Positioning • Identity and application • Online • Brand guidelines
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TributeStationery
A new brand for an old industry. TributeStationery is a new company whose sole aim is redefining the way tribute stationery is produced. By combining the best of good design, the tradition of paper stationery and the production benefits that online technology offers, the firm is helping a conservative industry self publish highly designed and professional funeral stationery that will become a keepsake for the family to have and to cherish.
Our task: a new name, a new identity, application and online delivery, an ongoing project until the end of the year.
Universally, the bird has long been a symbol of the human soul, flying free of the earth-bound body and seeking the heavens, a representation of the passage between the physical world and the spiritual world. It is the ideal expression, a compelling design that will not go unnoticed. We like it, we hope you do too!
Deliverables: Research • Strategy • Name • Identity and application • Brand guidelines • Online • Online brand asset management
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Associations
Australian Shipowners CPA Australia
Education
Avenues Education Curriculum Corporation Deakin Prime Macquarie University The University of Melbourne Tribecca/Worldschool
Energy
Caltex ESSO Australia Melbourne Water Corporation Origin Energy Roc Oil Shell Australia South East Water SPI PowerNet United Energy + UE Comm
Financial
ABN-AMRO ANZ Bank Australia Post Super Australian Unity AXA Asia Pacific BNP Australia CGU Insurance Australia CMFS C+BUS Equity Capital Markets Esanda Finance IOOF Lazard Local Authorities Superannuation Board Macquarie Communications Group Macquarie Equity Capital Markets Mercantile Mutual + ING Merrill Lynch Mutual Friendly Society National Australia Bank National Mutual Funds Management National Mutual Holdings National Mutual Life netwealth + Bridgeport + FPSA Norwich Union Ord Minnett Orix Australia Over 50s Friendly Society Potter Warburg RACV Super Members Home Loans The Rainmaker Group + Selecting Super Vic Super Victoria Commercial Home Loans
Government
ACCC Brimbank City Council City of Sydney Community Services Victoria CORE Victoria EPA Global CCS Institute Melbourne City Marketing NSW Rail Corp Small Business Victoria Treasury Corporation of Victoria Vic Health Promotion Victoria Police (Traffic Alcohol Section)
Healthcare
Australian Health Management Group Biota Genetic Technologies ITL Corporate Macfarlane Burnet Institute Merck Peter MacCallum Cancer Institute Probiotec SomnoMed Walter & Eliza Hall Institute
Primary industry, manufacturing, retail
Amcor Australian Agricultural Company Australian Honey Board Australian Wheat Board Australian Wool Exchange Blue Ribbon Holdings Boral Limited Cadbury Schweppes & Cottee's Calder Frozen Foods Coca-Cola Amatil Coles Group CPI Paper Draeger Australia Fonterra Foster's Group GUD Holdings Hanson/Pioneer Mark Sensing McPherson's Pacific Brands Peter's Food PPG Architectural Coatings Pratt Group/Visy Renault Repco Smorgon Steel Group Southcorp Spicers Paper & Spicers Stationery Stegbar Woolworths
Logistics, services
BOOM Logistics Computershare Cootes Transport Group ExpoHire HPA IBIS World Skilled Group Spotless Tenement Administration Services Toll Group
Media
Austereo TABCORP Village Roadshow
Property
Abacus Property Group Central Equity Dixon Kestles Homebush Bay Development Jones Lang LaSalle Stockland
Professional services
Anderson Rice Lawyers Ernst & Young Mallesons Stephen Jaques
Resources
Australian Resources BHP BHP Gold Comalco Glencore International Straits Resources WMC
Technology, telecommunications
4Solutions ComOps Ericsson Australia Huchison Communications Mobileworld Mooter Media MYOB Australia Oakton Pracom SP Telecommunications Telstra + Telstra Country Wide
Not for profit
Focus on B'nai B'rith Kids Under Cover Multiple Sclerosis National Gallery of Victoria Organ Donor Registry (Transplant Promotion Council) SIDS and Kids World Vision
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Principals
Geoffrey Duguid
gduguid@theballgroup.com.au
Linda Hay
lhay@theballgroup.com.au
Melbourne
106 Maribyrnong Street
Footscray Victoria 3011 Australia
Telephone +61 3 9396 9700
ABN 82 006 412 871
Footscray Victoria 3011 Australia
Telephone +61 3 9396 9700
ABN 82 006 412 871
© The Ball Group Pty Ltd 2011
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