Project Overview
With a merger with Austar on the horizon, it was time to refocus and refresh the FOXTEL Brand from the inside out, to put customers and their entertainment experience more firmly at the centre of everything, to more powerfully stand for a differentiated content plus technology offering, and to reinvigorate colleagues across the business behind a powerful, common purpose.
Project Commissioner
Project Creator
Team
Creative Director: Simon Wright
Designer: Darren Swain
Finished Artist: Hayden Mathys / David Ing
Strategy Director: Wayde Bull
Account Director: Katherine Wilkinson
Account Manager: Aimee Hammett
Writer: Scott Lawrie, Andrew Shephard, Hamish Cargill – www.xxvi.com.au
Client Creative Director: Travis Conneeley
Client Marketing Director: Chantal Walker
Client Executive Director of Sales & Marketing: Ed Smith
Client Internal Agency GM: Joel Noble
Client Internal Agency Producer: Jon Kisch
Client Internal Agency Art Director: Alex Haley
Project Brief
To create branding that positions Foxtel as a vibrant entertainment business, at every point of customer contact. Branding that’s elegant enough and flexible enough to complement our rich content, technology, interfaces and all other touch points. Branding that communicates a better entertainment experience, that excites, delights and inspires. Branding that evokes the personality traits of Playful, Ingenious and Entertaining
Project Innovation / Need
To create a renewed Foxtel identity shows a grown up, sophisticated Foxtel that;
- Radiates a quality worth paying for, looks vibrant and full of life.
- Screams entertainment delivered in a creative and awe-inspiring way.
- Is simply elegant, intuitive and uncluttered.
Design Challenge
To bridge a gap that has emerged between customer and non-customer perceptions:
- Non-customers are too often seeing FOXTEL as aggressive and car-salesman-like as opposed to entertaining, dynamic and youthful. FOXTEL can come across as ‘in it for itself’ rather than ‘in it for me’, pushy as opposed to desirable.
- Barrier to purchase ‘perceived not to be value for money’ remains number 1, well above 2, ‘happy with alternatives’ and 3, ‘I can’t afford it’. FOXTEL communications need to showcase the amazing diversity of content and experiences available on the platform, to convince prospective subscribers that the service can satisfy the needs of diverse Australians.
Sustainability
Principals participate in the NSW Office of Environment and Heritage’s Energy Efficiency for Small Business Program. Here below are the relevant paragraphs from the report received by Principals from the
accredited assessor:
“Culture and behaviour
Throughout our assessment I was very impressed with the level of knowledge that staff had about the importance of reducing energy use and Greenhouse Gas emissions. There was strong evidence to suggest they regularly and consciously:
• Turn off their computers when not in use and at the end of the day
• Turn off appliances when not needed
• Only using lights and air conditioning when required
• Print double-sided and recycle paper
This culture is driven by senior leaders so congratulations on your efforts to lead by example
Greenhouse Gas emissions
Principals is responsible for 74 tonnes of CO2-e per annum, which is equivalent to 2.74 tonnes per staff member. This is very low when compared to other similar businesses. Our other clients range from 5 – 8 tonnes per staff member."
Graphic Design - Identity and Branding
This award recognises 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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