A corporate brand, built for corporate clients.
branded.com.au makes and supplies the things a business puts its name on: uniforms, merch, signage and fleet branding, all through one team. It works behind other companies’ brands, and its ideal customers are large corporates, with large numbers of staff to outfit across multiple sites. Its own brand has to stay out of the client’s way while still giving that client a reason to trust it.
The client came with a strong vision, and we collaborated well to shape it. The identity had to be corporate, the brand behind the brand, to appeal to those large corporates. It also had to work wherever a supplier shows up, from tape and cartons to a pitch meeting, and be easy for the team to use without a designer in the room.
The work covered brand strategy, identity and messaging. The strength of the business is its customer service and the way it works with customers, so we pulled out the key parts of what makes it successful there and developed a language and key statements from them.
The shape of the B mark comes from the ring-binder swatchbook the team uses, and the dot comes from the business name, which needed its .com.au to be part of the brand. The brand guide sets a customer-facing voice around the line “The brand behind your brand.” and a separate internal voice, with brand values and plain principles for how the team writes and speaks.
branded.com.au now has an identity of its own, and stands out from competitors that lack one.
