Australian Business Events Association (ABEA) – New brand, unification communications & brand launch
Client:
Australian Business Events Association
OBJECTIVES
- To build a brand identity befitting a new peak association, after the unification of three established organisations representing a $36 billion industry
- To develop the brand positioning representing diverse stakeholders including government, suppliers, organisers, venues and bureaux, and focused on communicating to senior management, creative and technical people, and the larger business community of Australia
- To ensure a futureproofed brand, able to evolve with the industry it represents, whilst remaining synonymous with its values and aims
- To articulate and communicate the reasons and benefits of the unification to members and media via digital and social marketing and PR campaigns
- To ensure a smooth transition across all platforms to the new brand including the website and digital and social channels
- To develop a suite of marketing collateral items for the new brand
STRATEGY
- Zadro hosted a brand discovery session with key members of the project delivery group
- Brand market research and an industry wide logo and colour analysis
- Developed four creative concepts including colour palettes, typography, logo etc.
- Devised the brand story and language to capture the aims and motivations of the organisation and to speak to the unification of the industry
RESULTS
- The creation of a brand that truly represents the needs and voices of a diverse national industry, uniting a wide array of stakeholders at one table
- The creation and implementation of a communication strategy with public relations, social media and advertising for launch
- Defined the brand language and messaging including tagline, mission, vision and boilerplates
- Creation of a logo representing the industry’s diverse stakeholders sitting together at one table. The logo’s circular and converging design reflects the collaborative nature and continual growth of the industry
- Production of a visual identity and style guide portraying the contemporary, approachable, and professional tone of the Association.
- Designed and built all the Association brand collateral for launch
- Creation of marketing assets to implement the new brand including animated logo GIF, ads for digital publications, social and EDM template and videos
- The creation and management of the brand’s social media channels, with consistent branding
“At ABEA we wanted to create a forward-thinking and engaging visual brand to sit alongside our strategic pathway and key messaging. Zadro showcased the benefits of our new association to a wide range of stakeholders with varying perspectives, from sole traders to government bodies.
Zadro were communicative, supportive and their expertise and clarity resulted in a powerful launch, highlighting the cohesion and shared values of a seemingly disparate industry. We would highly recommend them for organisations embarking on transformative journeys as we were.
“
Domenic Genua, COO, ABEA
