The rebranding effort began with a strategic naming approach, resulting in the selection of “Sterling Property” to convey a sense of quality and sophistication. The visual identity transformation included a refined logo featuring clean lines, elegant typography, and a sophisticated color palette. The integration of deep green and metallic silver aimed to embody excellence and timelessness. This visual language was seamlessly extended across stationery, digital platforms, marketing materials, and physical spaces, ensuring a consistent and elevated brand experience.

The branding design draws inspiration from the Cape Arid Collection, incorporating elements of watercolor and ink strokes in a sophisticated and contemporary manner. The color palette reflects the rich hues found in Western Australia’s landscapes, with warm earthy tones and subtle nods to the vibrant flora depicted in the Nikulinskys’ artwork. The choice of typography reflects a blend of tradition and modernity, mirroring the historical significance of the State Buildings and the contemporary atmosphere of Cape Arid Rooms. Elegant and legible fonts are employed to enhance the overall brand sophistication.

A regular feature of Cape Arid Rooms is the afternoon tea series that take customers on a journey through the region with inspired teas, menu selections and artwork. Each series requires custom hand-painted illustrations of the menu items that are transformed into printed menus, social media assets, animations and promotional materials.

At the heart of the rebranding effort is the iconic Kangaroo Paw flower, a symbol deeply rooted in the city’s identity. Our approach to modernizing the original logo silhouette was a delicate balance between honoring tradition and embracing progress. The Kangaroo Paw, with its distinctive shape and intricate details, now takes on a sleek and contemporary form. Streamlined lines and a cleaner silhouette bring a sense of modernity, while retaining the essence of the flower’s unique beauty.

Our task for Great Southern Development differed from a traditional brand build since we had an existing logo and colour system to maintain. The primary objective was to create a brand that not only conveyed professionalism but also resonated with the community, fostering a deep understanding of the GSDC’s vision and values. The brand needed to be more than just a logo; it had to be a narrative that told the organization’s story in aspirational ways, connecting with a diverse audience.

We undertook a comprehensive approach to brand development, starting with the creation of a distinctive tone of voice. We crafted compelling copy, impactful taglines, and visual communications that captured the essence of the GSDC’s identity, embodying its core beliefs and objectives – all lead by the positioning statement “When you hand good people possibility, they do great things”.

13 award categories were open for application, showcasing the State’s diverse range of exports. Each category had it’s own unique colour that contributed to a wide ranging palette. All category colours still worked in harmony with the main event purples, blues and pinks. Simply diversity in awards, diversity of colour. This holistic approach to brand and event concept development rose above token embellishments, creating an immersive and memorable experience for attendees. Identity’s strategic sense ensured that every facet of the WA Export Awards 2023 seamlessly reflected the spirit of innovation, resilience, and success that has characterized Western Australia’s export landscape.