MAKE LOVE AND SAVE THE WORLD
Challenge /// HERO are a condom brand with a social conscience — for each one sold, another is donated for free to a developing nation to help fight the spread of HIV and AIDS. Traditional condom brands are typically designed with hyper-sexualised, macho imagery, which serves only to alienate women and other users (responsible for at least 50% of sales in the category). We set ourselves the challenge of making the brand a HERO for everyone.
Solution /// Our new brand identity and packaging design illustrates a sensuous touching of hands, simultaneously suggesting their supportive proposition. Rather than simply selling sex, the new HERO is about thoughtful tenderness. With styling more akin to luxury health and beauty branding we create a broader, more sensitive appeal to enable HERO to extend into other product categories.
“We are totally blown away with Propella's ideas and commitment. Their work is opening new opportunities in Australia and overseas, helping us realise our dream of being one of the world's most important socially responsible brands. Truly outstanding and a pleasure to work with!” Dustin Leonard (Founder)
EXPERIENCE WORLD CLASS
Challenge /// Opening December 2016, ICC Sydney (International Convention Centre) will be the new waterfront venue for hosting large international events. It comprises state-of-the-art convention centre, exhibition halls and theatre. ICC Sydney had to be positioned as a world class venue for major event organisers.
Solution /// 'World Class Experience' alludes to the operational knowledge of the venue operator AEG Ogden and the diversity and connective experience provided by the City of Sydney. This is symbolised by the 'triangulated' colour spectrum, inspired by the venue architecture, Sydney Harbour and the surrounding landscape.
DELICIOUSLY FABULOUS HOSPITALITY
Challenge /// Dockside Group are a hospitality business with waterfront restaurants and venues used for business events, weddings, special occasions and dining. We were asked to reposition the organisation, develop a strategy, brand architecture and new identity.
Solution /// The original meaning of 'hospitality' has been eroded, becoming a descriptor for an industry. Our strategy and wave logo reconnects Dockside with their waterfront venues and the true meaning of hospitality. It creates an inclusive framework for people, the business units, restaurants and the Dockside hospitality experience.
HANDMADE BY HEIDI
Challenge /// Heidi is a self-confessed health nut with a crazy sweet tooth! She believes in a wholesome, yet fun approach to food. To satisfy her cravings she founded The Raw Treat Canteen where she handmakes delicious treats that are raw, vegan and paleo friendly. Operating on a shoestring budget we were asked to devise a startup brand.
Solution /// We created the tag-line "Handmade by Heidi X" to underscore the craft that goes into every treat. Using rubber stamps, off-the-shelf labelling and a rusty old typewriter, we devised a stripped-back brand that is totally raw, thoroughly modern and deliciously unadorned.
“OMG! I Love it!!! It looks so great! You've made it all come to life so good ;) !!” Heidi Smith (Founder)
Photography by Heidi Smith
Challenge /// Owned by an ex-pat Englishman known as 'H', the original brand Zantini Menswear had a made-up, Italian-style name which lacked an authentic story. Even regular customers simply called it H's shop. We were asked to review and revitalise the entire business and create a sophisticated brand identity.
Solution /// By changing the name to H+Co we connected H to his customer's existing perceptions. Our strategy focussed on the genuine Quintessential Old School Service 'H' provides; encapsulating English style and sophistication. The new brand design enhanced the customer experience across the business and opened new product avenues.
REINVENTING RENEWABLE ENERGY
Challenge /// A management buyout of Babcock & Brown’s ASX listed, utility-scale, renewable energy division required a completely new brand. We were to avoid the traditional green clichés associated with the renewable sector and appeal to investors with visionary, forward-thinking design.
Solution /// Inspired by our insight that renewable energy is a near infinite natural resource, we fused together the words ‘infinite’ and ‘generation’ to create the new brand name. We visualised natural energy by energising photographs of the Australian landscape, over which we applied our frame style logo to suggest the harnessing of this energy.
“Propella's contribution to rebrand our business was significant, successfully encapsulating our vision in a creative solution.” Miles George & Gerard Dover (CEO & CFO)
LIVE HEALTHY, BE HAPPY
Challenge /// Elevate provide health and wellness services, including general practice and physiotherapy at their city based clinics for time-poor professionals. We were asked to create brand design to reflect how they help customers live healthier, happier lives.
Solution /// Avoiding the usual 'medical' clichés we created an elevated 'U' or a geometric smile constructed with an overlapping stained-glass colour texture, suggesting the personal touch and a sense of general well-being and happiness.
INGENUITY AT WORK
Challenge /// Operating in remote and dangerous environments, Buel repair the machinery and infrastructure of Australia's resources industry. Originally called PRA Operations, the old identity did not reflect the scale of their operation, nor their obsession with safety.
Solution /// Being visible is essential when working amongst the super-large infrastructure of the mining industry – if you are seen, you are safe. We drew inspiration from hazard warning symbolism and chose a vibrant green to contrast the red Australian earth and the fluorescent orange safety gear.
Photography by Gavin Jowitt
Challenge /// Entertainment Personnel recruit the leaders for Australia's art and entertainment industry. Their name was well regarded in this sector – but it was misleading – they don’t recruit entertainers, and personnel suggested administration rather than executive. We were asked to review the name, strategy and brand.
Solution /// The industry referred to them as 'EP' but our client was anxious not to abandon equity built up with the full name. Our solution was a vertical logo that would activate language and connect clients and candidates to the different services. Our strategy focussed on the results achieved by the right person in the right job, visualised by the star icon.
“Propella answered hard questions and guided us through the process. Their innovative ideas gave us the edge.” Patricia Powell-Hughes (Founder)
Challenge /// Oricom manufacture landline telephones and communication systems. Brands in this sector are overtly masculine, alienating a large proportion of customers. We were to differentiate Oricom from their competitors with a softer, more approachable brand design.
Solution /// Our brand identity visualised the real connections Oricom provide customers with their products. We extended the idea across the business, including packaging, point-of-sale and literature.
INVESTMENT WITHOUT EQUAL
Challenge /// Laminar provide investment opportunities for institutions and private clients. The dictionary defines ‘laminar’ as the parallel flow of gas or liquid and provides the greatest driving force – it is the opposite of turbulence. In the context of finance, it suggests stability and positive outcomes.
Solution /// We simplified a laminar flow diagram into two parallel lines – otherwise known as an 'equals' symbol and suggestive of finance. We avoided the clichéd photography of the sector by creating photographic illustrations which punctuated key messages and brand application.
Challenge /// Laminar Capital is an independent offshoot of Laminar Funds and is focussed on capital markets and wholesale investment. It required a distinctive brand identity that would reposition it from the parent brand and appeal to investors.
Solution /// Using a simple grid of squares and colour overprinting we developed a modular "plus" symbol to suggest the concept of adding value. It also provided a framework for conveying information and imagery across all applications.
HELPING OTHERS SEE
Challenge /// OneSight is Luxottica’s charitable foundation and has provided free eye-care to over 8 million people around the world. Supported by volunteers they rely on donations and sponsorship. We were asked to create branded literature that would inspire people to get involved.
Solution /// Using the existing OneSight logo shape as if it were a lens, we gave focus and clarity to blurred portraits of volunteers and those they help to suggest what they do as an organisation. This was enhanced with bold typography and layering of their colour palette.
“Thank you so much! I love the way you've used our brand to communicate benefits to sponsors and those we help.” Gina De George (Former Foundation Manager)
Challenge /// Allegro transform inefficient companies into valuable enterprises with a process called ‘Transformational Capital’. We were asked to evolve the old logo to communicate their process with a more modern, compelling design.
Solution /// Our new logo is a visual analogy of their process of transformation – composed of simple geometric forms the icon suggests the refraction of light through a prism. This dynamic look and feel was applied throughout the entire business.
“Propella's solution has transformed Allegro. We had a logo, now we’ve got a brand!” Adrian Loader & Chester Moynihan (Founding Partners)
Photography by Ian Barry
ORGANISATION FOR TURNAROUND INDUSTRY
Challenge /// The TMA Australia (Turnaround Management Association) is the industry body for professionals who restore value and profitability to struggling businesses. Working with the existing TMA logo we had to activate the brand to be the go-to industry ‘hub’ for members and potential clients.
Solution /// The new look and feel was constructed from the diagonal lines from the existing logo. These graphic illustrations added depth and meaning and enabled us to recreate the user experience.
“Propella consolidated our position as Australia's premier turnaround industry forum and gave us an indispensable resource for members and their potential clients.” Allison Robinson (Executive Officer)
Challenge /// Reposition and redesign Vodafone to help them become the world’s leading mobile telecoms provider. The new brand had to resolve brand architecture issues and be a key driver for advertising, sponsorship and help facilitate global acquisitions.
Solution /// Vodafone (and their competitors) connect people to talk. However they all looked more like manufacturers of technology. This insight led to our strategy of 'Talking Globally' and our now iconic ‘speech-mark’ logo. We created a monolithic brand architecture, a migration strategy for acquisitions, dual branding for sponsorship and creative application across the entire business. We helped Vodafone achieve their ambition, increasing growth from 38% to well over 500% in the first few years of relaunch.
"Our brand identity played a significant part in Vodafone becoming the world's leading telco." Sir Chris Gent (former Chief Executive)
Challenge /// Bankers for over 200 years Schroders epitomise trust and stability in a turbulent industry. We were asked to create a brand identity for Schroders Private Bank that would 'redefined exclusivity' whilst using the traditional Schroders brand elements; their coat-of-arms, logotype and colour palette.
Solution /// Rather than use black, gold or platinum we created a distinctive and luxurious polished blue agate texture. The pebble shape surrounds and contains the coat-of-arms suggesting security and trust. The identity was progressive, modern and desirable, without losing sight of Schroders heritage.
YOUR PARTNER FOR GROWTH
Challenge /// Hydro Agri were part of Nörsk Hydro and global manufacturers of chemical fertiliser. They worked in partnership with farmers to sustain soil quality and maximise crop yields. We were asked to design a brand that reflected their relationship with farmers and the environment.
Solution /// Our global brand audit revealed a host of industrial and chemically styled brands. Our new identity symbolised how Hydro Agri nurture and value the environment, with responsible and sustainable farming practices, hands-on experience and partnership with farmers.