At Axiom, brand permeates every facet of what we do. We appreciate that we are being entrusted with our clients most valuable asset. Our methodology enables us to define a brand’s positioning and personality to seamlessly implement the brand through marketing, advertising, digital and environmental design without losing the core message.
Our services are designed to assist our clients to reinvent, reposition, renew and ignite their brands.
We can transform your brand, working with you to take it from where it is now to exactly where it needs to be.
- Brand Creation
- Brand Strategy
- Brand Naming
- Brand Identity
- Brand Guidelines
- Brand Communications
- Marketing & Public Relations
- Investor Communications
- Marketing Collateral
- Print Collateral
- Product Packaging
- Signage Strategy
- Branded Environments
- Interpretive Signage
- Wayfinding Signage
- Exhibition Design
- Trade Show & Events
Be authentic. Do you have a simple, emotional brand story that can cut through the clutter?
Who are you? What do you do? And, importantly, why does it matter?
We have considerable experience in delivering complex projects to meet budget constraints within critical time frames. We are inherently aware of the processes and partnerships that are required to be in place in order to ensure successful outcomes. Every project adheres to our proven project processes, we simply scale up or down the stages based upon the size, complexity or scope.
Here is an overview of our process that underpins a branding project.
This is the ‘getting to know one another’ stage. It is where we work to establish mutual trust, we create the broad vision for the project so we all have clarity and a shared understanding where we are going and what is to be achieved.
Working with you to create the preliminary ‘road map’ for the project, initial meeting(s) to discuss and outline the project, we clarify the objectives and the key deliverables.
We will run through previous project case studies with you to illustrate our process and the outcomes, we may even discuss some initial broad ideas so the provisional estimate we provide in the next stage is as relevant as possible.
Provisional Project Estimate
Prepare a provisional project estimate for the Discover through to Develop Stages. We will also include indicative project budgets for key deliverables in future stages for budget approval.
Preliminary budgets are confirmed and approved and we are authorised to commence.
We undertake a full physical audit of all existing brand collateral in use.
This gives us an insight of how it looks to ‘do business’ with the brand and what opportunities exist to improve upon the experience.
Audience & Competitors
Defining and understanding who we are talking to is critical to creating a targeted and relevant message.
Analysing your competitors – who does it well, who does it poorly will assist in identifying both how we can differentiate and where we need to be positioned.
Great brands create a connection, they know who they are and where they are going. They stand for something and importantly they have a compelling story to tell. We collaboratively work together during this phase to uncover your brands personality and key attributes, defining the brand brief that will guide us creatively in the subsequent stages.
Defining the structure in which the brand will be positioned. Is it a product or service brand, will it live under an established ‘umbrella’ brand from which it can leverage for example.
Defining what the brand stands for or believes in is integral. What will become the ‘non negotiables’ that guide the brand into the future.
Uncovering the personality attributes of the brand. What are you and how will it feel to ‘do business’ with the brand.
A process to uncover exactly where your brand will ‘fit’ in the marketplace. Defining your key ‘point of difference’ that we can leverage from to make your offering different to that of your key competitors.
We now know who you are, what you do and why it matters. We know who else does it, who we are talking to and importantly – how we are going to talk to them. We can now begin to apply that knowledge to the more tangible parts of the brand.
The ‘grey area’ where creativity and strategy combine. We now begin to craft the visual or ‘tangible’ expressions of the brand – the brandmark (logo), brand identity, colour palette and other elements that will become the visual language that identifies and differentiates your brand.
We apply the concepts to a range of key collateral so all key stakeholders can experience how it will feel to interact with the brand.
Following presentation of concepts we gather and collect feedback and refine the concept for approval in readiness for rollout.
Finalise Identity System
You have got a brand-spanking new brand, in this stage we lock away colours, fonts and materials, etc, setting the ‘rules’ so when we commence roll-out we stay ‘on brand’ and communicate with a consistent and cohesive voice.
Getting our hands dirty. Up to now it’s been all highly creative, we now enter the ‘business end’ and boy have we got some work to do.
High Level Cost Estimates
Issue RFQ’s or prepare tender documents for all key collateral required – from stationery to signage and brochures to websites.
We prepare accurate costings, select our supply partners and identify opportunities to achieve economies of scale to inform the next stage which is Roll-out Planning.
Decisions, decisions, decisions.
What is the total implementation budget, when do you need everything ready, just what do you need for launch and what can come later?
Protecting your brand. You’ve just spent a not inconsiderable amount creating your new brand and from the moment it is launched, people being people, will always want to ‘meddle’, a small change here and there and in no time you’ve lost the consistency and cohesion that was created.
An effective style guide will be an invaluable tool to not only keep ‘on brand’ but can be used to educate stakeholders as to the importance and meaning behind the new brand.
The brand is finalised, now every piece of collateral has to be finalised, proofed and produced in readiness for launch and all the while ensuring we don’t lose sight or dilute the core message in the process!
Does it ever end? No of course not, you’re just getting started. You’ve now got a brand new baby and it’s time to introduce it to the world.
Deciding when and how the new brand will be introduced to the market is exceptionally important. All collateral must be ready to go so you launch with both impact and consistency.
Introducing your brand to the world. The culmination of many months of work by a great number of people so naturally it is a fantastic excuse for a party!
Luckily, said party is also a superb marketing opportunity to build brand awareness and both inform and excite not only customers but to engage and inform staff as well.
Gather feedback from selected stakeholders and customers following the launch. Are there any insights that can be built upon or improved?
It is important to remember that even though you’ve just launched a new brand, they are organic and must always be able to continue to grow and evolve to ensure they remain relevant and memorable.
Maintaining the investment in creating the brand is as important if not more so than creating the brand.
Following the creation and launch on the new brand, the actual brand-building phase begins. It is integral to ensure that you have internal ‘brand champions’ who will partner with external providers, both of whom are versed and skilled in their understanding of the new identity and vision of the brand.
To any prospective clients out there I can genuinely recommend Ben Hames and his team for your branding and visual communication needs. I don’t make this recommendation lightly but I do belive in giving credit where it’s due. You’ll get to work with Designers who are also Account Managers so nothing is “lost in translation”. You’ll also get to work with specialists in their field who aren’t afraid to question or push the boundaries. They truly are Design Partners.John Rukavina, Group Corporate Affairs Manager, Calibre Global
I am very pleased to let you know that Fremantle Prison won the award for Best Interpretation of a place on the State Register at the Western Australian Heritage Awards last Thursday 10 June 2010 at Council House. Our submission focused on interpretation signage developed for the site over the last year...Luke Donegan, Interpretation Manager, Fremantle Prison
Thank God, for Axiom!
With our new Interpretation Master Plan in hand I approached Axiom (highly recommended by our heritage consultants) to begin work on a way-finding and interpretation signage project. From the very first meeting with Ben and Sean in 2012 I knew we were in good hands, and the professionalism is evident in their other staff too...Fr John Herbert OSB, Abbot, The Benedictine Community of New Norcia
It’s always been a pleasure to work with you guys. It’s creative, professional, friendly, candid and entirely unpretentious; just the way we like it. There’s such a clear understanding of our needs and preferences that it really is at a point where I can bullet point some brief notes for a new ad or display and you’re on the money from the first draft...Scott Coles, National Marketing Manager, INGAL EPS
The most impressive thing about Axiom is your professionalism, whether it’s the work or service, it’s always been a pleasure. Your website is no exception and it beautifully demonstrates the evolution of the relationship and the product. Well done and we look forward to at least another 11 years. Cheers!Helena Nolte, Business Development Project Manager, INGAL EPS
The LEARN Foundation for Autism has used Axiom for brand re-design, website design and ongoing design services. The services have been exemplary, the delivery of service outstanding and all in all the process has been joyful. Ben and his team took a lot of time to understand the nature of our specific service and what they delivered was product and concepts that fitted with our brief but in many cases extended us to think outside the box and as a result add significant value in the process...Mandy Mason, Chief Executive Officer, LEARN Foundation for Austism
The WA Division of The Planning Institute of Australia have been working with Ben Hames and the team at Axiom since 2007. The Axiom team really impressed me from the start, no task is too difficult. They were diligent in getting to know our organisation and in gaining a clear understanding of our organisation needs. They then applied their creative magic, limitless energy, and professional work ethic to help us achieve our branding goals...Sandy Papalia, Executive Officer, Planning Institute of Australia WA Division
At SatComms, we’ve been working with Axiom Design Partners since the inception of our brand. They have been hugely reactive, creative and professional, and the whole team quickly understands our needs and interprets them superbly – in our complex industry, that is a huge win for us!Andrew Burdall, Managing Manager, SatComms
As project manager for a not-for-profit organisation, it is my job to communicate with the many people involved in the development of a successful project. Both staff and volunteers are required to come together to bring a vision into a reality. For any graphic design or branding company, this can provide challenges along the way, particularly when producing a result that meets with everyone’s ultimate vision, and meeting the often short timeline...Michelle Ebbs, Project Manager – New Norcia Salvado Bicentenary Project
Don’t confuse marketing for branding.
You must have a strong brand proposition and promise or no amount of marketing will attract or importantly, retain customers.