Case Studies

Client: VECCI (2010)

Project: Logo & launch campaign for Carbon Compass

Challenge:At the time of engaging Brand Shaper the Carbon Down team were undertaking a review and finessing of the website to prepare it for its official launch in March 2010.

Within a tight deadline Carbon Down wanted to ensure that the value that Carbon Compass could bring to business was recognised and that as a tool it was utilised effectively, and on an ongoing basis.

Aside from attracting more member businesses to the site this formed one of the main objectives of the launch.

Carbon Down requested that Brand Shaper develop a launch campaign for Carbon Compass.

Key success criteria for the campaign would be gauged through both brand recognition and member recruitment. It was essential that the campaign was also short, sharp and created cut through.

Solution: Brand Shaper worked closely with the Carbon Down team to develop the Carbon Compass launch event and associated communication material. Brand Shaper also provided advice and assistance on the design, naming and branding of Carbon Compass throughout the project.

Additional to the original project outline Brand Shaper suggested that an icon/logo be developed for the Carbon Compass brand. Brand Shaper were then engaged to develop various concepts for a potential logo of which Carbon Down used the one they thought most appropriate. Brand Shaper also developed various web banners, an internet hot button and promotional banners and business cards for the launch event and website.

On March 30 a successful launch event was held at VECCI in East Melbourne, attracting approximately 60 people from various businesses and government organisations. At the time of the launch approximately 100 businesses had already signed up to Carbon Compass.

Deliverables:

• Developing key messages
• Developing launch communication plan
• Developing launch material including news articles, frequently asked questions and other communication material
• Co-ordinating the launch event