Branding and rebranding is often thought of as a sale-driving or marketing objective. But it’s so much more than that. Branding is communication, and communication is about people. Rebrand inside out Creating a new logo and visual identity can attract attention and create interest but unless you have a clear reason why you’re rebranding, your brand won’t feel authentic or cohesive. For example, when someone around you changes abruptly without telling you why – it feels jarring, and can build distrust: “I thought I knew this brand! Now I’m not sure”. A new name alone is definitely not going to help Facebook fix its
There is more to an impressive presentation than PowerPoint transitions, writes Art Director, Adam Elovalis. PowerPoint still seems to be the go-to platform for many businesses when creating presentations, pitch decks, even desktop publishing materials. The software was fantastic in its heyday. It was successful because its interface was simple to use, and it was relatively easy to create simple boardroom presentations. There also wasn’t much competition. But after almost 30 years as market leader, demand for more complex presentations has opened the door to other players: Keynote Advantages: Keynote is PowerPoint’s slick, younger brother. It has dynamic templates and themes and its interface is
Are some design agencies living solely on the reputation of their past work, or are they who they say they are? If you go to any agency's website and view their portfolio, you will see a blast of their creativity with an array of their best, cutting-edge designs. We have to ask, how many of these are still their clients? At the end of the day, an agency's client list is a big part of choosing an agency for your business. We rarely see endorsements alongside work, so how do we know they had happy clients? After all, we can only take
Most crises centre around a distinct or discrete event. An accident. A fatality. A failure of critical infrastructure. And although the details of the issue may not be immediately apparent, there is usually clarity around what has happened, or at least, the immediate impact of what has happened. In most cases then, managing a crisis, particularly the communications aspect, centres on what has happened, what is known, what happens next. It is stressful, and it can put severe pressure on teams, but usually the interest and engagement about the issue tends to die down after a day or two. There’s reputation rebuilding, and
Show don’t tell is often cited as the ‘golden rule’ of writing. Whether using active voice over passive, expressing emotion through action, or practicing economical writing, a good writer employs a carefully honed bag of tricks to help you ‘see’ what you read. When creating visual content, the medium changes. Images, footage and sound replace words as the message’s primary courier. In essence, it is all show. The challenge becomes – how to tell the story. Some quick facts: 6 out of 10 people would rather watch online videos than television. Mobile video consumption rises by 100% every year. By 2022, online videos
It’s not enough to be a graphic designer who only knows print or digital design anymore. In fact, you could say even the term ‘graphic designer’ is obsolete. A designer must know all the disciplines of design, from print and digital, to video and animation – and all of these to a high level if they want to thrive in the creative industry. Traditional print design is still relevant as the fundamental basis of a designer’s knowledge and skill, even if it’s something they may not use anymore. There is no room for error in print; you can’t just undo or
Never have we had so much knowledge available at our fingertips. The web provides unprecedented access to information, goods and services and a virtual platform for networking and socialising with others. However, many digital platforms are developed with accessibility barriers, making them difficult and frustrating for people with disabilities and impairments to use. If you communicate with customers, you need to know about web accessibility. It is beneficial for your customers, and in turn, your organisation to remove barriers to access that may exist within your digital products and public facing platforms. The most common disabilities and impairments that can impact a
The most popular overseas COVID-19 vaccination campaigns have included comedy skits, well-liked celebrities, and catchy music, all using creative out-of-the-box thinking to encourage their citizens to get the jab. New Zealand, U.K and Singapore get creative In New Zealand, their positive ‘Ka Kite, COVID’ campaign became an online favourite. It’s warm and funny, and incorporates the Maori language, declaring ‘Ka kite, COVID’, meaning ‘see you, COVID’ in the Maori language. This ad clearly targets different audiences and promotes the message that "vaccination is for the community not just the individual". In the U.K, Sir Elton John and Sir Michael Caine help the NHS promote COVID jabs in a humorous 90-second ad. Singapore’s quirky ‘Get Your Shot, Steady Pom Pi Pi’ is something else entirely. A disco-themed
What is brand recognition? Brand recognition is exactly what you might expect. It’s how your stakeholders and members of the public 'recognise' your brand. Beyond the name of your business, a good brand recognition strategy involves the development of colour schemes, logos, visual elements and tone of voice that people can attribute to your brand. Prioritising how a story is told increases the likelyhood of positive brand recognition for an organisation. Actively telling your story By actively telling the story of your company and the people working there, and sharing its values, you are influencing how people view your business. A professionally written news story, a
Beautiful, diverse and ready to show up in your next ad campaign, Generated.Photos holds a collection of more than two million human faces, free for download. Oh, and none of them are real. These faces have been generated by artificial intelligence. The site allows you to narrow your search of the massive database by “head pose”, “eye colour”, “hair length”, “emotion”, “sex” and “age”, to name a few. Generated.Photos says its faces could be useful for clients needing to jazz up promotional materials and promises clients they can “increase diversity” and “reduce bias” by including “many different ethnic backgrounds in your projects.” Generative adversarial
We are very excited to announce the launch of our newly designed website, www.canningspurple.com.au. To discuss our new website and the process behind the strategy, design and copywriting, a few members of the team share their opinions.
Big data can feel scary. Data collection is seen as a giant absorbent sponge, soaking up any and all information from consumers. At least, that’s the sentiment shared by 70% of Australians. Yet without the power of data, life would not be the same. Take Spotify. The popular audio streaming and media service provider celebrates its data and uses it to tell stories about its subscribers. Spotify not only relies on data to make its user experience better, but it is also the source of its marketing campaigns that users find hilarious and relatable. Spotify Wrapped With more than 345 million users, Spotify annually causes a social media frenzy with its ‘Wrapped’ feature, a window into the listening habits of its users. Spotify provides subscribers with a detailed summary of their music history over the year, top artists, favourite genres,
Cameron Wong is a key part of Cannings Purple’s digital team, helping clients choose the right tools and interpret data to hone their digital strategies. A self-confessed marketing nerd, Cameron has a background working for non-profits and sporting organisations in Western Australia and a leading global technology conference producer in London.
With Zac Kirkup conceding that the WA Liberals are facing defeat, and the overwhelmingly positive polls that have been published of late for Labor, it seems that the WA State Election is in the bag for incumbent Premier Mark McGowan. Or is it?
Every New Year, many of us make resolutions. We stretch to see a better version of ourselves and try and coax it into being. I believe brands are similar. Brands can sometimes get distracted from their true purpose. Often, it's because the people who manage them are time poor, and other times the market has changed, leaving businesses feeling like they’ve lost their way. So, it’s good to stop, take stock and ask the question, “is our brand the best version of itself?” Back to Brand Strategy Basics To answer that question, businesses need to ask themselves: What is our purpose? What is our vision? What is
Have you ever watched a classical music concert and wondered why the orchestra needs a conductor? Surely the musicians can play without the person at the front? The truth is, the conductor holds everything together. The conductor is the only person who can hear the whole orchestra play. For example, the musician on the left can’t hear what’s being played on the right, so how will the musicians know when to come in and how loud to play? The creative It’s the same in the design studio. It is extremely ineffective for designers' to be constantly jumping from creative processes to analytical or
A branded content hub can be an excellent driver of new business, but it takes time to create and maintain. Outsourcing the content side could be the difference that makes the project viable.
This year, digital marketing will continue to evolve, and given the rapid onset of new technologies and trends, skilled marketers must prepare for what’s ahead. Spotlight on privacy Data privacy isn’t exactly a new trend. Now exposed as fundamental to all too many scandals, privacy and consent has become one of the major issues of the 21st century. This year, we can expect more regulations on the use of private information, and as a result, it may become more challenging to get audience data. Transparency is key, so make sure you are communicating with your audience regarding how their data will be used. Queen of
As we eagerly leave 2020 behind and cautiously step into 2021, Senior Consultant, Sarah-Jane Dabarera, reflects on the themes in community relations for the year ahead. Culture and heritage 2020 has set the scene for an increased focus on culture and heritage in 2021. The Black Lives Matter movement, Australian deaths in custody and the destruction of sacred sites at Juukan Gorge have resulted in increased focus and scrutiny on genuine engagement with Traditional Owners. The recently released amendments to the Aboriginal Heritage Act, issued by the WA Government, will require renewed effort in making agreements and strengthening relationships with Traditional Owners. Black
There's a lot of noise on social channels right now from people who are switching from WhatsApp to other messaging services. The move seems to be driven by the (wrong) assertion that changes in WhatsApp’s user policies mean the app will begin pushing personalised information about you to its parent company, Facebook. Now, I’m not a huge supporter of Facebook’s grip on our personal data (or indeed what it has done with that data in the past), but the changes it is making do not mean your personal information will be any more compromised than it already is on WhatsApp -
As we embark on 2021, the world finds itself at a major turning point – politically, economically, technologically and socially. What’s next? It’s never easy to predict, and especially so this year! For businesses and communication experts, the best way forward is to reflect and learn from the year that was – the lockdown; the economic and social impacts; the devastating bushfires; the disruption of everyday life. The events of 2020 transformed how we communicate. We asked some of Perth’s best communication experts to look back on 2020 and give us their predictions for 2021. A purpose-driven focus With lots of social justice issues
In between helping clients achieve their digital goals, Cannings Purple's Head of Digital, Glenn Langridge takes a break to tell us who he is when he's not working. In our 'Purple Conversations' series, you'll find out about the Cannings Purple team - what led them to their careers; what they do in their spare time and even what they’re currently watching on Netflix. Meet Head of Digital, Glenn Langridge Glenn is involved with all aspects of digital strategy and campaigning, helping clients achieve their goals through smart use of social media, digital tools, and the latest platforms. Prior to joining Cannings Purple he ran
In between designing websites and branded collateral for clients, Cannings Purple's Art Director, Adam Elovalis takes a break to tell us who he is when he's not working. In our 'Purple Conversations' series, you'll find out about the Cannings Purple team - what led them to their careers; what they do in their spare time and even what they’re currently watching on Netflix. Meet Art Director, Adam Elovalis Adam Elovalis lives and breathes design. An Art Director with a diverse skill set covering print and digital design, Adam developed his design knowledge in a variety of industries including real estate, government, mining, not-for-profit,
Christmas is coming. We’ve all seen brands dressing up and letting their hair down during the Christmas period. Sometimes it’s a hat, other times a wreath or bells. Every year I have one person or another ask me if it’s a good idea to put a Santa hat on their website and social media logos. Every year, with a pinch of Christmas grinch, I often have to say no. Rules for Christmas branding One of the first rules of branding is: do not change any part of your logo. Brand recognition is hard enough to earn, so eroding it by making it
July 19 marks not only the sole Western Derby of the 2020 AFL season – but also the first opportunity for the West Coast Eagles’ revamped club song to be played in front of a large group of Perth-based fans.
On rare occasions, my profession gets dragged into the media spotlight. This week, my colleagues and I were inundated with requests (OK, perhaps three) for our thoughts on revelations about the cost of the ASIC logo refresh. Friends asked our opinion on whether we thought the cost was justified and they joined the chorus of “it cost how much?” commentary, with much tut-tutting over government ‘waste’. It’s easy to confuse questions of worth and cost. Value does not fit squarely within the boundaries of price and sometimes value and cost are not related in the slightest. So, when we ask, “what