Officeworks

Strategic brand development and implementation.

The challenge: Work in collaboration with the Officeworks brand team to strategically develop and implement the new brand identity created by design studio Principals

The aim:

• Lead the development the Officeworks brand implementation, development of crucial brand identity assets and communication graphics,

• Distil the complex brand ecosystem into usable brand tools,

• Establish strategic brand and graphic frameworks to educate and empower Officeworks brand team to use the brand confidently day-to-day,

• Support the Officeworks brand team day-to-day with any brand issues that arouse on implementation.

What was required:

• Brand consulting engagement (ongoing),

• Daily contact and management of Officeworks brand team,

• Weekly WIP meetings to discuss ongoing brand focus and deliverable item detail,

• Seamless integration, organisation and teamwork with the wider Officeworks team.

Summary of key items and activities delivered:

• Extensive master brand guidelines document,

• Core brand frameworks, tiers and rules for brand imagery,

• Key communication graphic elements communication and service framework,

• ‘Across business’ future-proof system and framework for icons/iconography which:

• Guides the use of icons and supporting information

• Established a user (and customer) friendly, structured family of icons

• Extensive corporate communications guideline document which covered key corporate strategies, digital comms, photography/imagery, internal graphics and branding, video/motion and corporate templates and rules,

• Extensive sustainability guideline document which covered key sustainability focuses and assets (devices, colours, textures, graphics, illustrations and imagery),

• Extensive photography guideline document,

• Photography framework in which overarching photography principles, tiers and scenarios captured how corporate photography and product photography were created, implemented, and used across channel,

• Creation of value focussed brand assets,

• Robust retail in-store/signage guideline document,

• Establishment of a signage tiering system, framework, templates and rules that captured current signs and established rules for any future sign development and messaging. Key areas were the store exterior, airlock, point of sale, navigation corporate and service messaging, product information, sustainability, key store zone areas, pricing, pricing structure, ticketing and back of house.