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2007 HESTA Australian
Nursing Awards - www.hestanursingawards.com
HESTA
Super Fund is the industry fund for health and community
services. With over 550,000 members within the industry,
and the majority of these being nurses,
HESTA made an ideal major sponsor for the 2007 Australian Nursing Awards.
The
HESTA Australian Nursing Awards aim to showcase the efforts of inspirational
nurses throughout Australia.
As a valued existing client, HESTA approached WhiteRhino
with a brief to create the branding elements for the
HESTA Australian Nursing Awards campaign. The
following is a step-by-step look at the job from start to finish.
Branding Case Study
The process of designing a new brand identity is divided
into three distinct stages
1. Research / Creative / Concept
Development work to 1st Presentation
2. Design / Creative Refinements - 2nd Presentation
(The Tweaking Stage)
3. Master Logo Finalisation & Brand Rollout
Not every
brand identity project follows a strict regime however
many years of successful projects has lead us
to formulate a series of milestone stages.
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1.1 :: Briefing
HESTA marketing department equipped WhiteRhino
with comprehensive brief stating the main objectives
and proposed outcome for the event. A brief is
a great reference point for both WhiteRhino and
our clients to make sure everyone is acting in
the best interest of the jobs original objectives.
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1.2 :: Research
This is an information gathering process that
helps provide a framework by which to analyse a
brand and outline the suggested strategy. Detailed
analysis is undertaken often via extensive brand
survey’s and audits to assess the internal/external
alignment and strength of the brand.
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1.3 :: Concepts
This is where the majority of creative, conceptual
and design time on the project occurs. Analysis
of brief and development of many, many initial
sketches and icons. Filter process employed at
incremental stages to ensure conceptual work stays
inline with briefing & client goals.
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1.4 :: Concept Development
Ongoing evaluation process of concept and design
work and establish 'standout' ideas for first client
viewing. Comprehensive refinement work of 'standouts'
into digital format via design and image programmes.
Formulate colour, iconic and typographic use.
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1.5 :: Concept Presentation
After refinements, analysis and internal focus
group discussions, final concepts (numbering from
2 to sometimes a dozen) are presented with supportive
conceptual material to assist in the rationalising
of the standout concepts.
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2.0 :: Concept Refinements
Post presentation analysis and discussion. Finesse
preferred concept(s) with colour, typographic,
layout or structure alterations. Evaluation process
maintained and present refined concepts. Execute
additional changes and subsequent presentations
may occur to ensure project goals are satisfied.
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3.1 :: Master Logo Finalisation
Master logo created in digital format, with reproduction
and internal logos supplied on CD for future use.
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3.3 :: Brand Identity Rollout
The brand identity is rolled-out to brand touch-points
such as corporate stationery, marketing and print
collateral, brochures, livery, environmental, campaign
and online - to name just a few.
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