Crafting a brand.
At the speed of life.
PacificBlue saw an opportunity to lead Australia’s clean energy transition — but needed to break free from the generic, greenwashed language of the category.
The goal: to reposition the brand as bold, innovative, and unafraid to challenge the status quo, going beyond ‘more-than-carbon-neutral’.
Working alongside the Chief Strategy Officer as an external consultant, I helped shape the strategic direction and led the creative development of a striking new identity that reflects PacificBlue’s future-focused vision.
Big Idea
Brand Development
Visual Language
Messaging
The 'beating heart'
A Strategic Workshop provided the opportunity to map T Garage's entire story and value. By organising that value into a messaging pyramid, we were able to firstly determine what ideas, principles and insights truly differentiated T Garage from its competitors, and secondly know which of these insights would become the beating heart of the brand.
The 'Big Idea' was born out of unifying two core discoveries: 1. Identifying and shaping powerful consumer insights that drive future growth, and 2. Creating dynamic collaborations between consumers, clients and T Garage that adapt and evolve at the speed of life.
These ideas became Shaping Futures Together.
