To support the recent refurbishment of this iconic building, AMP Capital asked Dovetail Studio to create a new brand identity for 636 St Kilda Road.
Working closely with the marketing team we developed a modern word mark and supporting visual identity which has been translated across all printed and digital communications, building signage, graphic treatments at the entry, windows and EOT.
Brodian is an independent, specialist meat wholesaler and food service business. We are focused on delivering the highest quality Australian meat brands to supermarkets, butchers, restaurants and institutions Australia-wide.
Dovetail worked closely with Brodian to develop a clear brand strategy and authentic positioning to align the brand to the business ambitions.
We developed a robust and memorable logo using the 2 arcs of the ‘Brodian B’ to cleverly signify Brodian's core wholesaling business - connecting the flows of unique meats from the country to the city.
The intersection of the 2 arcs, or flows, creates a directional arrow at the heart of the mark that hints at progress, movement and dynamism, in keeping with the aspirations of the Brodian business.
The colours palette grounds the brand mark in its earthy rural / country heritage, and hints at the very Australian nature of Brodian.
The transparency of the two arcs that is evident at the intersection point also suggests a kind of transparency, purity and trust - i.e. no smoke and mirrors, just "well planned, well organised flows", the hallmark of an experience working with Brodian.
To launch of Brodian, Dovetail have developed a range of brand tools to help support the brand including website, email campaigns, bespoke image library, promotional tools and all company templates.
The Cupitt family have created the premiere winery on the NSW South Coast.
Located in the rolling hills on the outskirts of the historic dairy farming township of Milton, the winery produces a broad selection of wine, beer, cheese and has a ‘must visit’ restaurant.
We have worked closely with the Cupitt’s to develop their Estate branding. Drawing inspiration from the stunning natural environment of the Estate and surrounds, a uniquely South Coast colour palette has been developed. The local floral and landscape have informed illustrations used across wine and beer packaging, the illustrations style referencing the line work from the Estate logo.
Next time you’re on the South Coast make sure you visit.
StoryFest is a 4 day festival of storytelling in the NSW South Coast. Headlined by Richard Glover, Wendy McCarthy, Peter FitzSimons, Adam Liaw and Clementine Ford to name a few, the 2023 festival included over 50 authors, journalists, musicians, filmmakers, broadcasters, chefs and artists sharing performances and stories across venues throughout Milton, Mollymook and Ulladulla.
The previous festival headline ‘Celebrating the art of Storytelling’ and visual expression didn’t represent the core festival positioning and Dovetail wanted communications to represent the multi-faceted nature of the festival.
A new positioning ‘Be Part of the Story’, was developed based on the theme ‘Expression’. It talked to the shared, festival experience that encourages engagement and interaction together with movement, energy and imagination.
The new positioning is supported with an engaging visual identity including; energetic visuals of people being expressive, vibrant colour and texture and dynamic type. The result is a memorable, contemporary visual palette that is campaignable and spoke to a wider target audience.
The success of the new brand expression was evident with a doubling of ticket sales and a more varied and engaged festival audience.
We can’t wait to be Part of the Story in 2025.
Halo Collections asked Dovetail to develop their global wholesale website to support the existing brand, aid the sales team and showcase their collections.
Check it out at halo-collections.com
We have recently completed a new sustainable leather brand and wanted to give you a sneak peek.
This luxury product is underpinned but a ground breaking, sustainable tanning process and the identity has been designed to represent this unique process.
The ‘elements’ have inspired the mark and colour palette and will be prevalent in communications as the brand rolls out.
Watch this space.
Kmart Tyre & Auto Service is Australia's largest company owned tyre and auto servicing chain with over 260 stores Australia-wide.
We have been as a preferred supplier for Kmart Tyre & Auto Service for over 9 years. In this time we have worked on a wide variety of projects including repositioning the brand and developing a new visual identity for brand communications, NPD, national press campaigns, large format outdoor, electronic direct mail, local area marketing and internal communications. Here's a small sample of the work completed.
AMP Capital entrusted Dovetail with the development of numerous building brands for their A Grade commercial assets. The projects extended beyond the development of number marks and encapsulated the creative development and roll-out of property style guides, signage schedules, environmental graphic treatments, tenant communications and site hoarding during the redevelopment phase of the brand updates.
Brands developed included Melbourne properties 330 and 425 Collins Street, 363 St Kilda Road, 700 Bourke Street, 469 La Trobe Streets.
Dovetail were engaged by South Coast developer Olivander Capital to help develop a property name and project marketing collateral for Mollymook’s first luxury apartment building.
The development of a luxury property brand was crucial to position this landmark building apart from other projects in the area . A unique name, a locally inspired colour palette and perfect photography from local lensman Trenny M all contributed to this successful campaign.
Beyond a brand Dovetail created a registration website, luxury brochure and envelope, oversized site signboard and bus shelter advertising.
Direct Personnel is an Australian owned and operated labour hire company founded on the Gold Coast in 1995, specialising in flexible staffing solutions across all industries.
A merger combined with a dated logo prompted a brand redesign. Requiring a memorable, generalist brand that could operate across a variety of industry sectors we developed a ‘directional’ mark and a strong supporting visual identity supported by a clean corporate colour palette.
The result - a confident organisation with clear direction.
Captain Cook Cruises Fiji operate boutique discovery cruises to Fiji's more remote islands and a range of other cruise based operations out of Nadi.
We were engaged to develop their marketing and communications and clearly position their unique 'small ship' offer.
www.captaincookcruisesfiji.com
Photography by David Kirkland
Australia’s leading John Deere dealership group, Vanderfield approached us to help modernise their brand. and deliver a brand system that could be rolled across their extensive dealership network in Queensland, NT and WA.
Without changing their logo we helped deliver a standard brand container and visual identity which is in the process of being rolled across collateral.
Bawley Vale Estate is situated in the cool climate wine region of the Shoalhaven. Nestled in the hills behind the pristine beaches of Bawley Point the Estate grows plentiful fruit and is home to a variety of farm animals, including a herd of goats.
A goat was a prefect spokesperson for the brand. Why? Goat's are irreverent, charismatic, curious and unpretentious, just some of the personalities embodied by the wines (and the winery's charismatic and irreverent owner).
IPN Valuers has been created to ensure the continued viability of a broad network of long established, locally owned and independent valuation practices spread across a broad territory.
Dovetail has developed a modern brand identity and strong brand guidelines to help IPN quickly establish a consistent market presence across 14 locations enabling seamless brand transition for members and a credible brand presence for target customers such as large financial and property organisations.
ipnvaluers.com.au
Launched in late 2019 Heli Escapes combined scenic helicopter flights from Sydney to the NSW South Coast visiting the areas most iconic restaurants - Cupitt’s Estate and Rick Stein’s at Bannisters.
Dovetail worked closely with the Heli Escapes team to develop a premium brand, a suite of marketing tools and a booking website. Due to the restrictions limiting travel during the pandemic Heli Escapes has been put on the shelf for the short term. We look forward to re-launching soon.
On Track OT is a national provider of Occupational Therapy services – servicing insurers, businesses and individuals.
The OT market place is crowded with brands that look, speak and act the same. We wanted to break the category norms and develop a memorable mark.
The identity uses a series of arrow to create an infinity symbol representing the end-to-end nature of the service and abstractly spells 'OT'.
In addition we have developed all business collateral and continue to work with this successful, growing private business.
We have worked closely with Colliers International and their agency on a range projects including Project Development, Leasing and Sales across both Commercial and Residential sectors.
In doing so we have developed numerous property brands and marketing campaigns in conjunction with Colliers Agents to achieve successful outcomes.
Campaigns vary greatly but generally a brand and visual identity will be developed and rolled out across a range of printed, environmental and digital collateral.
Included is a small selection of projects… please get in touch if you would like to see more.
Mercature is a new, end-to-end platform for the beef industry to trade.
We developed the brand taking inspiration from the iconic Sturt Pea and developed clean and easy to navigate design across the website and trading platform.
The brand is close to launch so watch this space.
We have recently developed a marketing campaign to promote tourism and visitation to NSW Forests for Forestry Corporation incorporating both digital and print channels. A series of short videos have been created for social channels showcasing NSW Forest locations and associated activities.
In conjunction with this we have developed a series of visitor signage, interp boards and park maps for NSW State Forest visitor sites. As part of your next adventure consider a visit to a NSW Forest.
www.facebook.com/VisitNSWForests
Major Mitchell is an Australian wine developed for Chinese markets. Utilising the colours from this iconic Australian bird we have crafted a modern, premium brand for this rapidly growing market.
Our long standing relationship with Captain Cook Cruises has seen us produce a wide range of branded creative for Sydney's number 1 cruise operator.
Projects include:
- new brand development
- print collateral
- way-finding and directional signage
- POS
- timetable and map design
- large format photo montage murals
- electronic direct mail
- outdoor advertising
The Shed Seven Group is a contract staffing and training company that focuses on the delivery of productive people to organisations throughout Australia. With a strong agribusiness focus we created a modern mark, dynamic graphics and a colour palette based on the core industries they cater to - meat, grain, produce and fibre.
SmartOHS were updating their digital platform and wanted to redesign their brand to be more dynamic and relevant to their positioning.
The SN forms ‘gripping hands’ or a ‘padlock’ and is a strong and memorable mark underpinning the new Safety Navigator brand. We have developed collateral for all areas of the business and look forward to working hand in hand with the brand going forward.
Leading Sydney marketing and communications recruiter, Salt&Shein approached us to help them rebrand and strengthen their position and visual footprint. Our exploration focused on the strong characters in their brand name and the outcome was clean typographical solution and a modern, energetic colour palate to support their conversation with corporate communications experts who appreciate effective design.
saltshein.com.au
We partner with Eighty 20 Communications, a Sydney based marketing consultancy focussed on corporate responsibility and sustainability marketing strategy. Together we have partnered on numerous projects for leading brands including:
- Mars - 'Sustainable in a Generation' and 'Everyone's Responsible for Safety' initiatives
- Sydney Uni - The Green Office Toolkit
- The Great Lakes Council - Sustainable Businesses Program
- Inghams ‘Doing Good’ Sustainability brand
Dovetail developed Richard Crookes Constructions evolutionary brand identity and extended the brand developing meaningful positioning and an extensive brand guidelines and company templates.
In addition we developed a wide range of collateral including the company website, intra-net, all marketing collateral, signage, internal document templates and much more.
We were asked to develop a leasing brochure for Mirvac's Hinkler Central. The brief asked that we not only promote the retail opportunity in Bundaberg's leading centre but also showcase the lifestyle opportunity presented in this growing Queensland city.
We worked closely with G.J. Gardner Homes to develop a series of tools to help them communicate their unique positioning and engage prospective franchisees.
We developed a series of tools including brochureware + presentation folder, franchise website, print and web advertising.
Our communication focussed on the tangible benefits offered by G.J. Gardner Homes to help franchisees achieve greater success. We supported this with success stories and case study material to illustrate these benefits.
We’ve help hundreds of businesses, large and small, establish a marketable identity and position themselves in their niche. Here’s a selection of recent identities we have developed.
