Officeworks – Brand Identity Development & Implementation
“After we had completed the initial brand work with the agency, we teamed up with Tim for over 2 years. He helped us realise, develop, and implement our new brand identity. Tim worked with our team to strategically iron out all the design nuts and bolts whilst developing frameworks and guidelines that our team and suppliers could work with.”
— Missy Muir, Brand Studio Manager
Officeworks
Overaching
2+ Years Engagement
7+ Guideline Documents
I was approached by Officeworks to work in collaboration with their brand team to:
Strategically develop the brand identity created by design studio Principals,
Establish crucial brand frameworks and rules so the team could confidently use the new brand identity day-to-day, and
Support the brand team day-to-day with any brand identity issues that arouse on implementation.
What was required
Over two years of brand consulting engagement
Daily contact with 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 activities
Developed an extensive master brand guidelines.
Established core brand frameworks, tiers and rules for brand imagery.
Developed key communication graphic elements communication and service framework
Established an ‘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
Established an 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.
Established an extensive sustainability guideline document which covered key sustainability focuses and assets (devices, colours, textures, graphics, illustrations and imagery).
Established an extensive photography guideline document.
Developed a photography framework in which overarching photography principles, tiers and scenarios captured how corporate photography and product photography were vreated, implemented, and used across channel.
Developed a robust 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.