Outback Initiatives Rebrand
OI Kimberley Leadership Adventure Video
OI KIMBERLEY LEADERSHIP ADVENTURE VIDEO || What an amazing project to be part of – and so excited to be able to finally share it! After spending 12 days in the incredible Kimberley capturing footage and interviewing participants during the Program, we had some pretty intense sessions in the editing suite with the post-production team bringing this to life. Being able to showcase Outback Initiatives in videos, and now their flagship program – The Kimberley Leadership Adventure, is a really exciting stage for AW Studio to get to with the Client after close to two years of working closely together on the rebrand transformation and the developing of new marketing material. Outback Initiatives Kimberley Leadership Adventure outbackin.com.au/kimberley.
Outback Initiatives website redesign
OUTBACK INITIATIVES WEBSITE REDESIGN ||
OI Corporate Video
OUTBACK INITIATIVES CORPORATE VIDEO || Part of the Rebranding process was to help communicate the story and services that Outback Initiatives have to offer though corporate videos. The first of the videos is the overarching Corporate Video which aims to capture some of the energy and spirit of Outback Initiatives. With an incredibly broad range of clients which includes individuals of different ages, fitness levels and ethnic backgrounds – and a product offering of an experience which transforms not only in the office setting but takes clients into incredible remote parts of Australia and even the world ... a mixture of raw and authentic vision as well as the epic was needed. A series of more targeted videos will also be produced. To see more of the raw footage from one of the incredible days #filming out on location with the Outback Initiatives team capturing a little piece of their incredible hands-on story in action visit our Blog...
Women's Leadership Challenge VIDEO
WOMEN'S LEADERSHIP CHALLENGE VIDEO || With Social Media forming a large part of the marketing strategy for Outback Initiatives and the promotion of their Programs and Services, the development of video content is crucial. The telling of real stories and first hand experiences of participants against the backdrop of the amazing locations Outback Initiatives operate in, form the basis of the Women's Leadership Challenge Video.
THE OUTBACK INITIATIVES REBRAND
The new Outback Initiatives Brand pays tribute to it’s long standing iconic Kurlamarnu, the Frill-Neck lizard which has featured as a prominent element of the Original logo since the organisation was conceived in 1993.
After 22 years in operation, and with new opportunities for growth, it was decided that a re-brand process would not only help modernise the look and feel of the organisation, it would also help communicate more strategically and clearly across the sectors and markets which Outback Initiatives targets.
THE DESIGN PHILOSOPHY
A Design Philosophy was adopted early in the process fueled by the Vision for the Company helping drive the new design direction –
• BE DIFFERENT
THE OUTBACK INITIATIVES NEW LOGO
Rather than losing the Kurlamarnu with a complete rebrand, an evolutionary approach was taken – the new logo introducing a modern stylised version of the Kurlamarnu.
Poised confidently at the top of the logo, the lizard sits with its head high and in full display.
We see the dynamic frills suggestive of flames, not only introduce movement into the new logo, but play on the story of the Phoenix rising out of the ashes - a parallel with the transformative process for individuals participating in the OI Leadership programs.
The Kurlamarnu’s is carefully positioned over the clean strong typography of OUTBACK to play with the viewer optically, letting them discover that in fact its tail emerges as part of the slightly elongated leg of the ‘K’, and its claws are part of a play with negative space and serifs of the ‘C’ and ‘K’.
The hand-written feel of the accompanying new Positioning Statement “Building Leaders – Transforming Lives”, in contrast to the strong typography of the main logo, softens the branding elements and introduces a suggestion of a first-person ‘spoken’ or ‘quoted’ dynamic to the very ‘human’ brand that Outback Initiatives is.Original logo below
THE DESIGN EXPERIENCE
The discovery process showed that aside from the overarching OI Corporate communications and collateral, there were a set of six clear sectors that could be targeted better by developing a colour coding system into the design.
Not only would this allow the client to communicate more strategically externally, but it made it easier internally with the development of better targetted marketing material for the broad set of clients which range from Corporate and Government, to Individuals and even Families.
This can be seen now used across all the targetted brochures, banners and the website, as well as the campaigns produced.
Like the process of discovery our clients undertake within our programs, our collateral is designed with the intention of taking the viewer interacting with it, through a journey of discovery.
This can be seen in how our brochures and folder are designed for example.
Designed to showcase a sample of some of the world-class destinations where we run our programs and to introduce the viewer to the fact that we have a Tourism aspect to our business.
Fitting into the Folder of ‘landscapes and destinations’, the brochures target specific colour-coded sectors and markets, and feature people. These people ‘brochures’ get placed into the folder of ‘locations’.
The brochures themselves are designed as a square three-fold and take the viewer through the interactive experience of finding out about the specific program targeting their sector. Here, first showing them only half the image featuring people, which becomes fully revealed as the booklet is opened.
PROGRAM A4 INSERTS
Featuring more detailed information about programs for specific dates and locations, the insert is designed to sit within the brochure but stick out enough to reveal the specific program details.