A corporate re-brand is not something that happens overnight. Generally speaking, corporate rebrands come about because either there has been a significant change in thinking about the way that the business operates, where you are positioning your brand in the market or that there has been enough time that your branding is starting to look a bit dated.
In the case of Objective Corporation, it was a little of all of these things that pushed the company towards a reconsideration of their branding. Not only were they expanding their range of products due to a number of key acquisitions which in turn changed their position within key markets but the existing branding style was a bit outdated and needed a refresh to match their new position and values.
I worked with Objective to create their core corporate branding, product branding and worked on key campaigns with their internal Marketing Department over an extended contract with the company.
For their corporate rebrand, the focus was on positioning the company as a leader in the field, with a real focus on core markets and the kind of customers that they are looking to engage. With work done in the public sector, financial, infrastructure, local government and healthcare sectors, the branding needed to accurately communicate to and be appropriate for these sectors.
The corporate branding for Objective is centered around a number of key graphic devices – The Band, The Circle and The Quote. These create a strong sense of consistency across the many different forms, from the website to mobile apps, printed collateral and corporate stationary.
A strong tonal blue palette brings together the different elements of the branding, while ensuring that each piece feels multi-dimensional and differentiated from the others. This tonal blue palette is best put to work in the illustration style found in the Case Studies, used to highlight and expand upon key customer benefits and metrics.
The product level branding is quite colourful, with each of the 6 products having their own colour scheme (more on this in the coming weeks). Therefore the blue corporate branding and a neutral grey complimenting palette was necessary to ensure that the corporate branding stood independently to the product branding, but did not compete with or overwhelm the visual appeal of the products.
With Objective, more so than many companies, each element of their corporate branding has been carefully considered to ensure that the brand, position and values are accurately represented within the design look and feel. From the angle and style of images to the connotations related to shapes and symbols within their corporate style guide, Objective has carefully revitalised their branding to ensure that it accurately represents where the company is currently positioned and the prepares them for phenomenal growth in the next few years.
If your company branding is starting to feel outdated or out of sync with the company objectives and target markets, then I would love to help you reposition and rebrand yourself. Get in touch through the website and let’s create a beautiful new brand for you, that best represents where you want your company to go.
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