- Storm Worldwide
IPAA’s most immediate branding problem was that it looks dated, and lacked good brand architecture: a clearly defined configuration of services or products and visual consistency. What IPAA needed was a fresh way of structuring their brand to bring their full range of services into focus.
By adopting a distinct and logical brand architecture and visual design strategy, IPAA is better able to cross-promote their services, and more importantly, regain control over the way their customers perceive the brand. IPAA and it’s sub-brands are structured in a logical, intuitive way, making marketing efforts exponentially more efficient. It also allows for cross-promotion between sub-brands, making marketing more effective.
The positive impact was reducing the traditional paper communication to a great extent and also the brand visuals, especially membership packs were designed inviting the Aboriginal artists to promote their art.
It helped IPAA across Australia to represent consistently across the audience with strong brand architecture and structure and at the same time distinct for each region based on colour coded branding approach. The brand looked more fresh and communication was more consistent for IPAA as a master brand as well as distinct for each regional branch.
IPAA’s brand architecture gives the parent brand the power of diversification by highlighting the unique strengths of its distinct sub-brands. With divisions or sub-brands clearly delineated in IPAA’s brand architecture, customers will be able understand their unique value propositions.
Finally, design details of our visual identity system across brand structure, colours and placement will reflect clarity and visual consistency across various brand touch points.