Website

 

Project Overview

Adshel, a division of ClearChannel International, are one of the largest out-of-home media brands, both in Australia, and worldwide.  Adshel had two key purposes for driving it's rebrand; 
– articulating a vision for internal staff to aspire and 
– Closing the perception gap: Market perception fell short of the real achievements that the firm had accomplished with percentage of market share and penetration.

Project Commissioner

Adshel

Project Creator

THERE

Team

Paul Taboure - Managing Director/Projects Director
Clinton Duncan - Creative Director
Cloud White - Senior Designer
Jon Zhu - Senior Designer
Sophie Zetterberg - Designer
Cameron Ross - Senior PM

Project Brief

Seeking to shift perceptions as a conservative, suburban alternative, Adshel challenged THERE to transform their brand, to better reflect their business of tomorrow. 

As an organisation Adshel take’s nothing for granted, and are driven to succeed yet balanced with a sense of humour and a belief that working in advertising and media can be fun. This however, was not being communicated to their audiences.

Project Innovation/Need

The new identity needed to be a more accurate and authentic reflection of Adshel’s ambition to take centre stage within the industry; articulating an edgy vision for the future of media, informed by their inherent curiosity for the new, the now and the next.

THERE was tasked to build a brand that is responsive to today, but flexible for the future and which more accurately reflected Adshel's vision in moving forward. 
We started by asking… 'How best to reflect an organisation that was always moving, always fun, always on?' 

Design Challenge

THERE began with workshops to collaboratively define a brand strategy and positioning that leveraged the best of the Adshel organisation, it's culture and it's people. Then building on these insights, the brand idea of 'Igniting Possibility' inspired a bold new identity, implemented across online, their workplace, marketing and corporate stationery. The brand’s essence also reinforces their unique offering and the value they create for their clients, with their unrivalled reach and frequency.

We created a flexible, fun colourful, irreverent branding approach that could morph and change to adapt to its environment easily. A hand drawn mark, supported by a library of hand drawn container devices keeps the design fresh and alive.

Effectiveness

Adshel now has a compelling brand identity that doesn't look or act like anything else in their category. 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. This dynamic, flexible identity reflects the organisation of today, and helps guide them on their journey ahead. 

Along with the full suite of branding and communication applications, THERE created an internal brand book to help instil the new values, essence and outlook through the organisation, giving time for their staff to adopt and own the brand before the public reveal. 

On the effectiveness of the Adshel rebrand… Marketing Director Nicole McInnes said 'Rebrands can often be seen as just a superficial, so it was important to the Adshel organisation to capture our true internal culture and real external attributes and then find a way to translate them into meaningful insights for all our stakeholders’
She continued 'What I loved about the final identity was that the end outcome was not only beautiful, but intelligent, in the way that the brand strategy was realised and brought to life.'

Graphic Design - Identity and Branding

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details