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THERE wins Graphis Gold!

2012 International Graphis Logo Gold Awards Read more.

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THERE wins Graphis Gold!

2012 International Graphis Logo Gold Awards

We are pleased to announce that THERE have been selected as a winner in the 2012 International Graphis Logo Design Awards.

Our identity work for both MCK Architects and Parklands Blue Mountains were both awarded Gold at the prestigious awards.

The Graphis Annual features some of the most visually captivating logos selected from thousands of entries submitted worldwide with only the most impressive work selected for inclusion in the global Graphis publication.

We couldn’t be prouder of our design team at THERE.

Posted by Paul Taboure in Branding, Design, Identity, News, Press, Print and Retail.
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THERE rebrands Adshel

We're delighted to see the rebrand of Adshel go live today - the outcome from nearly a year of close collaboration. The bold, colourful Adshel rebrand will ignite possibilities for their business, pushing forward to shift perceptions of Australia's leading out-of-home media brand. Read more.

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THERE rebrands Adshel

We're delighted to see the rebrand of Adshel go live today - the outcome from nearly a year of close collaboration. The bold, colourful Adshel rebrand will ignite possibilities for their business, pushing forward to shift perceptions of Australia's leading out-of-home media brand.

"The new Adshel brand isn't afraid. It's multicoloured when surrounded by grey, it can share a laugh when many are too serious, it embraces innovation where many are timid in the face of relentless change. Over the course of nearly a year, Adshel and THERE collaborated very closely to create a brand essence and identity that reflects the organisation today, and helps guide them on their journey ahead." says THERE's Creative Director Clinton Duncan, who headed up the project. 

 

 

"We began with workshops and immersion in their business, aiming to distill a brand essence that captured their unique point of view and internal culture. This essence also reinforces their unique offering and the value they create for their clients, with their unrivalled reach and frequency. We brought this to life with a compelling brand identity that doesn't look or act like anything else in their category."

After nearly a year of working with Adshel, their new brand is a bold break from the past. It's been a project that leveraged every aspect of THERE's business - from strategic brand consulting, brand identity design, external and internal communications, implementation and rollout, production and project management — and we're just getting started. In the near future we'll be working with Adshel on a raft of other initiatives, but that's a blog post for another day.

The future looks bright (and colourful) for Adshel, and we're delighted to be a part of their journey.

For press enquiries;
Gordon Eckel 
gordon@there.com.au
9280 1477

 

Posted by Clinton Duncan in Branding and Identity.
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Our upcoming THERE Broadsheet

So fresh you can smell the ink! Exciting times - we have just been down to our printers to press check our new broadsheet style studio brochure. Read more.

Insights
Our upcoming THERE Broadsheet

So fresh you can small the ink! Exciting times - we have just been down to our printers to press check our new broadsheet style studio brochure.

We've chosen a broadsheet format so we could print the images nice and large, showcasing all of the latest and greatest THERE work in the best way possible. Inside you;ll find a selection of identity, branding, environmental and signage projects. We're very excited – it's looking pretty awesome and we can’t wait to get it out there. Keep an eye out, as we will be distributing to friends and clients, and they'll become a familiar sight folded under our arms on our way to any and all meetings in the coming months. If you'd like a copy, get in touch!

 

Posted by Cloud White in Print, Identity and Environmental.
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THERE supports Dance for Life 2013

THERE proudly supports Sydney's A&D dance-off competition for charity Read more.

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THERE supports Dance for Life 2013

THERE are very proud to be involved this year as creative partner – having created the event's flexible brand, themed 2013 identity, Art direction of imagery and supporting collateral invitations. 

Dance for Life is an annual themed dance event / competition that has been developed by the A&D sector's Ontera, Instyle and JSB Lighting.

THERE are very proud to be involved as creative partner – having created the event identity, primary event image and supporting collateral for website, invitations and banners.

The focus of the event is to create an entertaining and fun night out for specifying Architects and Interior Designers, while also raising awareness and much needed funds for Inspire, an organisation that works to assist teens and youths suffering from suicide and depression.

In an industry of long hours, deadlines and demands - this is an occasion for busy professionals to take time out socially, view colleagues a little less seriously and meet industry peers in a very memorable way. Dance For Life is a choreographed dance competition between the major A+D practices.

The Inspire Foundation is the organisation behind leading youth mental health service ReachOut.com. Young people's mental health is one of the biggest challenges of our time:1 in 4 young Australians have a mental health disorder and suicide is the leading cause of death for young people aged 15 to 24. Inspire helps young people lead happier lives.

On the night, The THERE team dressed up on theme and had a awesome night of fun. A great effort was made by all, and Team Hassell came out the winner on the night.

Posted by Paul Taboure in Architecture, Identity, Posters, News and Branding.
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How you speak, not just how you look

In branding, it's not just how you look that counts — increasingly brands are using tone of voice as an effective way to differentiate, connect with an audience and gain competitive advantage. Read more.

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How you speak, not just how you look

Whilst we're designers, or visual people, at heart, more and more copy is king. We're helping our clients figure out what's being said, and how to say it, rather than simply 'flowing it in' at the last minute. 

Tone of voice, verbal identity, brand personality — there's lot's of buzz words and jargon to describe it. Increasingly of late, it's become a key offering of any self respecting brand consultancy. It's a badge of honour in some agencies to have writers on staff, turning out columns, pages and slides of crafted, honed and perfected copy that evokes a brand's values, creates a personality around a brand and connects in it's audience in an authentic way.

For me, the words on the page, and the design that visualises and arranges them, have always been inseparable. One of my earliest 'big briefs', working solo on an annual report, went a little bit pear–shaped as I couldn't stop changing the copy - everything from the headlines, pull quotes down to the tiniest details in body copy. My own creative process actually revolves around key words and semiotics, rather than colours, texture or symbolism. Once I have the words right, the message, then I can design.

That's not to say one is more important than the other – they're both two halves of the whole, equally important and necessary for the success of any brand in our increasingly complicated, diverse and fast moving world. For many years, agencies neglected the other half - dominated by visual designers, visual thinkers and marketers or client teams who considered the words to be their domain, supplied to their design team to 'flow in'.

Thankfully, creating an ownable and distinct tone of voice has become considered part of the branding agency's remit, and we at THERE are seeing the effects of this industry shift in our own work. Increasingly we're being called upon to not only design a visual identity, but also to name a brand, to create it's key messages and narrative, and then to articulate, define and document a tone of voice, or verbal identity. It's both a pleasure and an enormous challenge to take so much responsibility on behalf of a client in shaping the fundamental building blocks of their brand.

Below, we've collected a few great examples of verbal identity, the organisations represented are varied and diverse, from large mega corporations, small boutique juice company, to a 'dry bar', providing a place to socialise for people battling addiction. The tones of voice are equally rich and diverse, but tellingly feature wit or humour. This was by no means intentional, but it was interesting to notice how brands that have a little fun, embrace humour and share a smile with their audience rise to the top and create impact, are memorable and in many cases, more successful.

Nudie Juice, Australia
Nudie have mastered a naive, almost childlike tone of voice that masks a sophisticated intent, to change our way of thinking about our fruit juice, the manner it which it is made, and the contents within. Their verbal identity is thus defined by the tone of their voice, as well as the substance of what they talk about. Nudie have a purpose or mission, they're direct about it, but they have a disarmingly authentic cuteness in the way they express themselves.
Credit: Jack Watts Currie, Sydney

Air Asia X / Virgin Blue, Australia
Virgin have built a global business based on their 'Robin Hood Rebellion' business strategy and brand positioning. They find markets with entrenched, monopolistic leaders, and enter as an irreverent, value option that champions the customers needs — leading the rebellion against the status quo. This gives them incredible license to be cheeky, funny and sometimes just plain naughty.

Macmillan Cancer, UK
A common strategy for building a recognizable verbal identity, is a repeatable, adaptable messaging structure — or to put it simply, let's call it a catch phrase. Macmillan appended 'We are' to the beginning of their brand mark, transforming it from a logo to a bold declaration, a proud statement of belonging. The rest of the identity utilises these 'We are' statements almost too repetitively, but the bold visual approach balances the phrases and gives the whole identity a strong, punchy feel not often seen in the not for profit health sector.
Credit: Wolff Olins

Apple, USA
The world dominating tech company from Cupertino has never been afriad of creating memorable, distinctive communications - from the iconic 1984 super bowl commercial, to the long running and beloved 'I'm a Mac' campaign. Increasingly Apple has lost it's edge with regards to it's tone of voice, becoming a monotonous parade of superlatives – and the satirists have taken advantage of this hubris. But every now and then Apple's copywriters get a gem out the door, and this headline from the iPod Touch site is a great example.
Credit: Apple Inc.

 

The Brink, UK
The last example is probably my favourite of the round up. The Brink in Liverpool is a 'dry bar' — a safe, welcoming and lively place for people battling adiction. Somewhere to hang out, socialise and enjoy yourself, where the strongest drink on hand is a coffee. The use of these catchy little sayings borders on the poetic, creating an optimistic, fun verbal identity that also rolled out to aspects of the branded environment.
Credit: SB Studio & Reed Words.

 

Posted by Clinton Duncan in Advertising, Branding and Identity.
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THERE to brand iconic Singapore hotel cocktail bar

Luxury hotel, Regent Singapore, has appointed THERE to create the brand identity for a world-class cocktail bar. Read more.

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THERE to brand iconic Singapore hotel cocktail bar

Following the opening of the Singapore studio earlier this year, we have already won a number of prominent projects in the region, none more so than the brand identity for a new cocktail lounge bar at one of Singapore's most iconic luxury hotels, the Regent, operated by Four Seasons Hotels.

THERE is part of a team of experts, including leading hospitality interior designers, Distillery, and spirits evangelists Proof & Company, brought together to create the new bar – envisioned to be one of the leading hotel cocktail bars in the world.

The bar, due to open later this year will feature a menu designed by the leading American bartender, Michael Callahan, and the spirits line up will include award-winning artisinal spirits from around the world.

Posted by Simon Hancock in Branding, Identity, Interiors and .
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Is Apple a design company?

Like many others, I spent some time today looking over the suite of new and updated products from Apple at this years WWDC. Most interesting of all, however, was a new brand ad, communicating the pride they have in signing their products 'Designed by Apple in California'. Read more.

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Is Apple a design company?

Like many others, I spent some time today looking over the suite of new and updated products from Apple. The new Mac Pro is cool, the new iOS look and feel was very, let’s call it, “new”, and the other stuff they shared was one, the other and often both at once.

I try not to bring up Apple too much in discussions with my clients, as most times I do, it’s dismissed. It seems many people in marketing and business don’t think the laws of the real world apply to the Cupertino based company and the enviable brand they’ve built - as if by magic Apple are able to play by a different set of rules.

I spend a fair bit of time thinking, reading, learning about and admiring Apple. I’m also using at least one and often a few of their products every waking hour of my day; from listening to music from my iPhone in my car driving to work, working on a Mac to reading on my iPad Mini before bed. I admire the company greatly. Most people roll their eyes when I say that, and I understand why; I sound like a fanboy, as if I’ve been seduced into the cult.

But what I admire about Apple is their culture - a way of thinking, working and making things that, as far as I can tell, has been indelibly marked by the force of will, personality and values of their charismatic founder, Steve Jobs. Steve was fond of saying in many of his keynotes that Apple sits at the intersection of the liberal arts and technology, and in a Forbes article he probably hit upon his most eloquent expression of the ideal;

“It is in Apple’s DNA that technology alone is not enough – it’s technology married with liberal arts, married with the humanities, that yields us the results that make our heart sing.”

It wasn’t until today I realised Steve wasn’t just talking about Apple - the above metaphor, of an intersection of liberal arts and technology, is the perfect expression of what design is. The different disciplines of design are distinguished along technocratic lines - architects and interior designers understand a mullion from a spandrel, industrial designers learn the myriad tolerances of different materials, web designers know PHP from CSS, and graphic designers know all sorts of stuff like how to export a PDF.

Technological differences define and separates design disciplines, be they the productivity software we use, our technical jargon, the production or construction methods. But all design disciplines can speak the language of less is more, of balance and form, of composition. We can all admire and appreciate each other’s output, we all have a favourite painter, illustrator or photographer. From my experience, most people in the design industries are socially progressive, politically aware and have read a book or two.

Often in my work I try to distill a ‘brand idea’ - a snappy two or three word expression of the core idea that underpins a business, the products they put out to the world, what they value, their culture and heritage.

Probably seems obvious - Apple is, at it’s core, a design company, free from clients and budgets. A design company where perfection is the only goal and how much your work changes the world is the true measure of success. Today I realised, again, why I love Apple so much - they’re the perfect design company; they have colleagues not clients, incredibly high standards, and a huge impact in making people’s live better - which sounds to me like any designer’s dream job.

 

 

Posted by Clinton Duncan in Advertising, Branding, Design, Identity, and Digital.
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Oz Pharmaceutical

We were invited by renowned industry publication Desktop to create a brand from a work of fiction. Read more.

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Oz Pharmaceutical

Desktop is a leading industry publication covering 'the culture of design'. THERE have regularly appeared in the magazine, whether through coverage of our work, or through contributing articles for the printed and online publications. For their most recent issue, THERE was invited as part of a select group of Australia's leading designers to imagine brands for people, places or organisations from works of fiction. Free from constraints of clients, budget or time, the studio's only limit was their imagination.

Created by author L. Frank Baum, we're all well aware of the magical Land of Oz, most likely from watching the film The Wizard of Oz. In the film, and many of the Oz books, characters find their inner strength, their inner voice and discover talents they always had, but never realised were there. We began by considering how to create a brand for the land of Oz, with the obvious first step creating a destination brand, and finding ways to sell Oz as a place of sensory delights and transformative experiences. But we kept thinking resolving Oz as a destination was lacking - what if we took the core ideas of Oz - transformation, and self discovery - and re-interpreted for the modern world.

Everyone has a unique talent that could, if embraced, could take them outside the bell curve. What if 'Somewhere over the rainbow' you could discover a new, better you? Our modern society is obsessed with self improvement and redefining our identity - from curating your Facebook to cosmetic surgeries, all united by the desire to create the best you possible. Thus we had a compelling mix - for those desperate to change, to be better, here's a a truly transformative experience that helps you reach that goal, not through cosmetic adjusting the outside, but by discovering unique talents buried deep inside your psyche.

Perhaps Oz is a big pharmaceutical company, and it's new signature product is The Rainbow, a psychotherapeutic drug, administered through the patients eyes as beam of light. It's a bizarre idea, and the identity we developed to express this is suitably odd. The eye at the centre of the brand mark is equal parts ominous and intriguing, warping perception with it's complex and impossible form. The supporting visual language manipulates colour and perspective evoking how the 'The Rainbow' treatment changes you, from the inside out.

Posted by Celia Armitage in Branding, Design, Identity, Play and Press.
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THERE Company Profile - out now!

We recently created a broadsheet format brochure showcasing the very best of some recent projects across our two core areas of specialisation; environmental signage, and identity. Read more.

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THERE Company Profile - out now!

At THERE we practise what we preach… We believe a strong agency 'positioning' will help define our business in the hearts and minds of our audience. We recently created a broadsheet format brochure showcasing THERE, along with a concise overview of recent projects across identity branding and environmental signage, graphics and wayfinding. 

To further deepen our commitment as a specialist agency, and add focus to our business offer, we have just released a new printed newspaper style broadsheet brochure that  showcases what's special, unique and different about our own agency.

In it we showcase a number of recent projects across identity branding and environmental signage, graphics and wayfinding disciplines.

This unique brochure design that features two distinct cover designs (Enviromental Signage & Identity) each demonstrating our thinking, approach & methodology whilst showcasing our depth of experience within each of our offer.

Posted by Gordon Eckel in Branding, Identity, Environmental, Design, Corporate and News.
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