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 positioning
CreateName
Visual identity
Brand identity guides
Storytelling, editorial and copywriting
Tone of voice
Corporate, information and marketing literature
Online and digital
Data visualisation
ImplementBrand 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 +
Avenues Education
Avenues Education
Avenues Education
Avenues Education
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 +
Oakton
Oakton
Oakton
Oakton
Oakton
Oakton
Oakton
Oakton
Oakton
Oakton
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 +
TributeStationery
TributeStationery
Associations
Australian ShipownersCPA Australia
Education
Avenues EducationCurriculum CorporationDeakin PrimeMacquarie UniversityThe University of MelbourneTribecca/Worldschool
Energy
CaltexESSO AustraliaMelbourne Water CorporationOrigin EnergyRoc OilShell AustraliaSouth East WaterSPI PowerNetUnited Energy + UE Comm
Financial
ABN-AMROANZ BankAustralia Post SuperAustralian UnityAXA Asia PacificBNP AustraliaCGU Insurance AustraliaCMFS C+BUSEquity Capital MarketsEsanda FinanceIOOFLazardLocal Authorities Superannuation BoardMacquarie Communications GroupMacquarie Equity Capital MarketsMercantile Mutual + INGMerrill LynchMutual Friendly SocietyNational Australia BankNational Mutual Funds ManagementNational Mutual HoldingsNational Mutual Lifenetwealth + Bridgeport + FPSANorwich UnionOrd MinnettOrix AustraliaOver 50s Friendly SocietyPotter WarburgRACVSuper Members Home LoansThe Rainmaker Group + Selecting SuperVic SuperVictoria Commercial Home Loans
Government
ACCCBrimbank City CouncilCity of SydneyCommunity Services VictoriaCORE VictoriaEPAGlobal CCS InstituteMelbourne City MarketingNSW Rail CorpSmall Business VictoriaTreasury Corporation of VictoriaVic Health PromotionVictoria Police (Traffic Alcohol Section)
Healthcare
Australian Health Management GroupBiotaGenetic TechnologiesITL CorporateMacfarlane Burnet InstituteMerckPeter MacCallum Cancer InstituteProbiotecSomnoMedWalter & Eliza Hall Institute
Primary industry, manufacturing, retail
AmcorAustralian Agricultural CompanyAustralian Honey BoardAustralian Wheat BoardAustralian Wool ExchangeBlue Ribbon HoldingsBoral LimitedCadbury Schweppes & Cottee'sCalder Frozen FoodsCoca-Cola AmatilColes GroupCPI PaperDraeger AustraliaFonterraFoster's GroupGUD HoldingsHanson/PioneerMark SensingMcPherson'sPacific BrandsPeter's FoodPPG Architectural CoatingsPratt Group/VisyRenaultRepcoSmorgon Steel GroupSouthcorpSpicers Paper & Spicers StationeryStegbarWoolworths
Logistics, services
BOOM LogisticsComputershareCootes Transport GroupExpoHireHPAIBIS WorldSkilled GroupSpotlessTenement Administration ServicesToll Group
Media
AustereoTABCORPVillage Roadshow
Property
Abacus Property GroupCentral EquityDixon KestlesHomebush Bay DevelopmentJones Lang LaSalleStockland
Professional services
Anderson Rice LawyersErnst & YoungMallesons Stephen Jaques
Resources
Australian ResourcesBHPBHP GoldComalcoGlencore InternationalStraits ResourcesWMC
Technology, telecommunications
4SolutionsComOpsEricsson AustraliaHuchison CommunicationsMobileworldMooter MediaMYOB AustraliaOaktonPracomSP TelecommunicationsTelstra + Telstra Country Wide
Not for profit
Focus on B'nai B'rithKids Under CoverMultiple SclerosisNational Gallery of VictoriaOrgan Donor Registry (Transplant Promotion Council)SIDS and KidsWorld 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
© The Ball Group Pty Ltd 2011