Project Overview
With the ambition to help even more businesses in more places, NSW Business Chamber was rebranded as ‘Business Australia’ – a free-to-join organisation that provides practical support and services to business owners everywhere. The Chamber continues to lobby for NSW businesses as ‘Business NSW’. And the group’s influence has been further extended by welcoming dozens of local Chambers into its network, rebranded, for example, as ‘Business Byron Bay’.
With this move, Business Australia welcome dozens of local Chambers to their community, giving their network fresh impact and influence. In combination with their bold new identity system and voice, Business Australia now has a confident public profile that’ll help amplify the influence of every business owner in Australia.
Project Commissioner
Project Creator
Team
Wayde Bull, Planning Director
Simon Wright, Executive Creative Director
Martin Hopkins, Creative Director
Agus Wijaya, Senior Designer
Rhiannon Folpp, Senior Designer
Ruth Chapman, Designer
Jordan Demetriou, Designer
David Cunningham, Head of Production
Ben Williams, Senior Artworker
Dean Varndell, Head of Motion Graphics
Hayden Mathys, Motion Graphics Artist
Renée Stekel, Senior Account Director
Naomi Bernauer, Account Executive
Project Brief
For over 194 years, the NSW Business Chamber has stood by business – untying legal knots, advocating for better conditions and helping them to grow.
Despite offering an impressive range of support services to businesses for more than a century, NSW Business Chamber wasn’t well recognised by today’s business leaders and entrepreneurs. There was a complex array of unrelated brands in the market that failed to scale the profile and influence of the group.
We partnered with NSW Business Chamber to create a new brand identity and tone of voice system as well as its growing network of affiliated businesses and regional chamber partners.
Project Innovation/Need
Despite offering an impressive range of support services to businesses for close to two centuries, NSW Business Chamber simply wasn’t well recognised by the current generation of business leaders and entrepreneurs. A complex portfolio of unrelated brands were in market, yet were failing to scale the profile and influence of the Chamber or to amplify its important mission,
of helping every business to realise its potential.
The solution was to create a more joined-up identity system for the group that would enable its diverse activities to be more directly related
to one another and for its true scale and influence to therefore be recognised by the business community, within and beyond New South Wales’ borders.
Design Challenge
The first step was a refresh of the group’s brand architecture, creating a new national brand tier, that could be promoted in parallel to the NSW-focused Chamber activities and alongside independent regional chamber partners who were eager to work more closely with us to scale their influence and local offerings. All three tiers of activity come together in one cohesive brand architecture system.
The national brand tier is now led by the all-new Business Australia brand, a nationwide free-to-join organisation providing resources, advice, products and services to every business in Australia.
The state brand tier addresses the NSW business community that the Chamber has dependably served since 1826. NSW Business Chamber is now simply called Business NSW and continues to act as an advocate and champion for NSW businesses to government.
The local brand tier seeks to engage business people in their local communities and through their local Chambers who may choose to
opt-in to the Business Australia brand network, adopting a ‘Business X’ title and visual identity such as Business Byron Bay.
A simple wordmark system visually links the Business Australia, Business NSW and local community chambers into a consistent brand family.
The bold new identity for the Business Australia network is complemented by a new tone of voice for the brand that seeks to share our practical wisdom generously, to have a ‘onto it’ tone and to prove, through the substance of our ideas and advice, that we ‘really mean business’.
Effectiveness
The Business Australia brand was launched on 25th February 2020, the same day that the first case of Covid-19 was confirmed in Australia. The new brand was born into the havoc of the pandemic, yet the crisis has offered Business Australia the opportunity to immediately prove its worth to business leaders, as a provider of trusted advice and support.
At brand launch, the new www.businessaustralia.com website was fully loaded with resource materials to help entrepreneurs to establish and to run an efficient business. The Covid-19 pandemic required the Business Australia team to swiftly rally additional support materials, articles and podcasts to help business people to navigate totally unchartered waters.
Only a few months after the launch and the results speak for themselves. Increased brand awareness and consideration, ambitious national membership growth targets met, and nearly ten times the volume of website traffic.
Business Australia’s Chief Customer Experience Officer Richard Spencer said: “Our mission is to give business owners and leaders the feeling they are supported through thick and thin, a positioning that is particularly relevant given the incredibly challenging time businesses are experiencing right now. Our new identity system gives us the opportunity to more clearly and consistently communicate the support and advice we’re offering businesses across Australia.”
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.
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