Brandcraft

BACKGROUND

Please describe your company and your position there.

I’m the communications manager at Breast Cancer Trials, the largest clinical trials research organization in Australia and New Zealand. For more than 40 years, we’ve been conducting clinical trials research into the treatment and prevention of breast cancer.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Brandcraft?

We engaged them to help us rebrand, as well as with ongoing advertising activities.

What were your goals for this project?

To bring together our two names to form one brand that represents all we do, and to increase awareness of that brand in the community.

SOLUTION

How did you select this vendor?

They won our tender process after presenting a very thorough rebranding plan.

Describe the scope of their work in detail.

Their comprehensive rebranding plan involved the development of a brand blueprint. They also changed our communication with internal stakeholders such as staff and members, worked on our advertising, produced new assets and style guidelines, and delivered public relations and digital recommendations.

What was the team composition?

They brought their extensive branding experience to the project, as well as other experts in media buying, advertising production, public relations, and digital activity. They managed the entire process, so we had one point of contact with Brandcraft throughout.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We’ve received only positive feedback and metrics following our rebranding. Our members support and understand the new brand, and we’ve tracked greater brand awareness about who we are and what we do in the community. There’s also more traffic to our website and greater engagement on social media, as well as a sense of pride and excitement among staff.

How effective was the workflow between your team and theirs?

The workflow was excellent with Brandcraft managing the entire process through our single contact. We had regular meetings, designated roles and areas of responsibilities, a clear budget, and a timeline to track our progress regarding deadlines.

What did you find most impressive about this company?

They possess great knowledge and experience in rebranding and brand positioning, but more importantly, they want us to succeed. They’re able to speak to, negotiate, and inspire all stakeholders involved, not to mention the fact that they’re lovely people.

Are there any areas for improvement?

No.

BACKGROUND

Please describe your company and your position there.

I am the Marketing Manager at the Sydney Jewish Museum. The Sydney Jewish Museum is an institution that gives history a voice through collecting and preserving historical objects, commemorating and educating, with a mission to challenge visitors' perceptions of morality, human rights and create a better society.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Brandcraft?

Brandcraft has worked with us on several projects, but the first and biggest project was working with us to develop the strategy, campaign idea and creative for a large fundraiser we ran in 2018. 

What were your goals for this project?

At the time of the fundraiser in 2018, the Museum received no government funding and was entirely dependent on support and the generosity of the community. The aim of this project was to raise capital for the Museum's endowment fund and building works for the Museum.

SOLUTION

How did you select this vendor?

We spoke with different vendors but ended up choosing Brandcraft. I had previously worked with Richard, and knew he would offer a fresh approach and do an excellent job with the strategy and creative direction the project took.

Describe the scope of their work in detail.

Richard ran a workshop with the Sydney Jewish Museum board and management team to understand the project and generate ideas and an overall direction for the project. He then presented us with an overall campaign strategy and direction which was approved.

Richard and his partner Nick then developed the creative concept for the campaign which we absolutely loved. It was very simple but powerful. This concept was then executed by Brandcraft across various channels including print ads, posters, brochures, a booklet, a video, bits and pieces for digital marketing and a microsite.

What was the team composition?

We mainly worked with Richard and Nick. We also met another designer from their team who worked on our project, and liaised with a copywriter they outsourced the copywriting to. 

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We had very good feedback about the marketing and advertising and how professional all the collateral was. The overall fundraising campaign was a huge success for the Museum. We were very happy with how everything went.

A 9-minute campaign video was produced by a director called Helen Campbell using the campaign idea Brandcraft developed. The video won the multimedia award at the Museums Australasia Multimedia and Publication Design Awards 2019.

How effective was the workflow between your team and theirs?

The workflow between Brandcraft and the Museum was great. Richard and Nick were absolutely lovely to work with and were always very accommodating to whatever we needed. Nothing was too much trouble and they would go above and beyond. Brandcraft carefully monitored our deadlines and made sure they were all met.

What did you find most impressive about this company?

What I find most impressive about the company is Richard's mind. I've worked with many designers, agencies and developed many campaigns over the years, but without a strong strategic brand planner behind the project, the output is never as good. Richard has developed two more communication strategies since this one for Museum projects, and he always hits the nail on the head. They push boundaries, challenge conventions and are very inspirational.

Are there any areas for improvement?

Not really.