Jube Customs Punch Above Yer Weight Creating a culture Newly founded Brisbane custom bike builders, Jube Customs, was ready to launch its vision of bringing back truly fun biking experiences. Loa was commissioned to clarify and build Jube Customs’ brand story and identity to launch its new range of custom bikes and accessories. Read more ↓ Bottling Lightning Jube came to Loa with a huge amount of energy and chaotic enthusiasm. Working through the branding process, Loa channelled this energy to define an identity. An imagined world came together around Jube’s fictional founder, Jim Junkee, the true ‘rebel with a cause’. The ‘House of Jube’ was brought to life through an entourage of characters and ‘co-workers’ who complement Jim’s uniquely Australian voice. Head mechanic Crank the Turtle, his nemesis the Grease Monkey Djinn, Lil’ Jim and Bonesy come to life through packaging, posters and apparel as well as bike graphics. Oversized tyres, ‘chubby rubber’ form a signature element of Jube’s products. To highlight these and extend the brand’s world, Loa created the fictional Grand Chorizo Tyre Company. Manufacturers of Slick Mick, Bitumen Banger and Wide Wiener tyres, it supplies exclusively to Jube. Punch above your weight Hugely differentiated in a crowded marketplace, the Jube brand delivers on its promise of fun daily. The success of the brand has seen sales around the globe, with an expanding product line and nearly 14,000 likes on Facebook. Jube is a regular feature in press articles, and it is approached to partner with other brands wanting to tap into its character. Read less ↑ Services: Brand Strategy, Brand Positioning, Naming, Trademark Development,...
Green Pool Resourceful Explorers Looking beyond Green Pool, an independent commodity market analyst in start up phase, approached Loa to help define their position and competitive advantage. Read more ↓ Resouceful Explorer Working with Green Pool’s CEO and senior analysts, Loa defined a brand which allowed the new entity to express it’s expertise, methodology, and the unique advantages it’s geographical location offered – because of it’s position near the date line, Green Pool exists in the not too distant future. Starting with the brand essence of “resourceful explorer”, drawn from the founder’s research methodology, a dynamic identity was developed, providing a stark contrast to their reserved competition. This differentiator formed the foundation for the GreenPool Brand development. With market reports as the most important market touchpoint, ensuring their clarity and readability was paramount. As part of the brand identity, Loa designed a document system that combined maximum flexibility and ease of deployment for Green Pool’s internal team. The system included a style library for the creation of infographics and graphs to clearly communicate complex data sets. Mapping tomorrow’s markets After a successful launch, Green Pool has taken it’s place in the global market, with many experts ranking their databases and reports as amongst the best in the world. The calibre of Loa’s work in defining and creating the Green Pool brand was recognised in the 2014 Best Brand Awards, where it was named as a finalist for the Oceania region. Read less ↑ Services: Brand Strategy, Brand Positioning, Trademark Development, Brand Identity, Graphic Design, Brand Management Share on: LinkedIn Twitter Facebook Pinterest Google+ The calibre of Loa’s work...
Aliva Activate It Standing out in a commoditised crowd Starting life as a laptop supplier, TLCiTSolutions had evolved into a full service systems integration solution provider. They company approached Loa with the common issues faced by technology-based companies – a need to differentiate and compete beyond price in a confusing and commoditised market. Read more ↓ Activating differentiation Loa began by undertaking an extensive brand workshop including both senior managers and ‘coal-face’ workers to establish a firm understanding of the realities of the competitive landscape. An immediate need for a memorable name linked to a braver brand promise was identified. This brand promise had to focus on disruptive innovation; there was no chance of competing on product alone. Competitor and consumer research revealed a unique buying state: clients felt they were living in the future, but were still to see and understand the real benefits of the new technology. Loa defined a brand promise that positioned the company as engaged consultants who activate specific technology solutions with measurable benefits. Renamed as Aliva, the new entity was presented with the provocative positioning, ‘Activate it’, bringing ‘backroom’ IT to the forefront of business and speaking directly to the pain felt by IT managers. This energetic declaration is supported by a lively identity focusing on the user benefits of technology, not the technology itself. Ready to go Aliva is set to grow as a new company with it’s award winning branding. Its radically differentiated brand has clarified vision – empowering customers to be market leaders by activating smart technology and digital tools in their companies. Read less ↑ Services: Brand Strategy,...
Senex Waking the Sleeping Giant Expanding horizons ASX listed oil and gas company Victoria Petroleum was preparing for significant changes, with a new senior management team and significant finds fuelling ambitious plans for growth. The team at Loa was approached to advise on rebranding and renaming for the evolving organisation. Read more ↓ Smart and Strong Victoria Petroleum had a strong heritage for lateral thinking, with many of its successes coming from unconventional exploration methods. Using this brand territory, Loa developed the name ‘Senex’, originating from the archetypal deep thinker known for wisdom, sound judgement and leadership. A symbol communicating fluidity, growth and the changing nature of Senex’s market was created to support its new name. An exhaustive communication audit saw the development of a robust brand manual to guide the creation and launch of the new brand across all manner of touch points, including the company website, stationery, internal forms, reporting, signage, uniforms and vehicle livery. Waking the sleeping giant The new name and brand have been positively received by the market, with investors commenting online about the ‘Sexy new name and logo’. Senex has enjoyed enthusiastic reviews in the press, with their award winning branding successfully positioning the company as a major player in South Australia’s Cooper Basin. Read less ↑ Services: Brand Strategy, Brand Positioning, Naming, Trademark Development, Brand Identity, Brand Management Share on: LinkedIn Twitter Facebook Pinterest Google+ The calibre of Loa’s work in defining and creating the Senex brand was recognised in the 2014 Best Brand Awards, where it was named as a finalist for the Oceania region. The end result has hit...
Amima Counselling Unfolding Minds Time for change Having worked at the coalface within correctional facilities and corporate counselling, the founders of Amima saw an opportunity to make a difference to the counselling landscape in Australia. Loa was commissioned to develop the name, brand and positioning for a new concept in counselling and psychiatry. Read more ↓ Cultivating Understanding Undertaking an extensive workshop and research processes, Loa worked with the principals to discover and articulate their passionate belief that mental and emotional health should be treated with the same openness as physical fitness. The branding process clarified the need to demystify mental and emotional illness and to reject shame and embarrassment, while promoting understanding and awareness for clients and the larger community. The new name ‘Amima’ – a portmanteau of Anima, for soul, and Amity, for understanding and compassion – is paired with a positioning of ‘Unfolding Minds’ which speaks to the company’s services as well as its commitment to cultivating understanding. A modern, energetic and proactive brand identity using bright colours, bold shapes and smiling faces provides a stark contrast to the passive imagery normally found in the market. Getting Better Since its launch, Amima has made a big impact on its industry, becoming a leader in the cultivation of a positive, proactive attitude to mental and emotional ‘fitness’. With over 90% of Amima’s clients being new to counselling, the brand’s successfulness in removing the stigma attached to counselling is undeniable. Amima has recently re-engaged Loa to develop a complementary consumer brand which leverages the “Unfolding Minds” positioning, and focusses on education. Read less ↑ Services: Brand Strategy,...
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