Fed. Square

As Melbourne's beating heart, Fed. Square required a seasoned Marketing team to further develop its brand strategy, and audience segmentation, drive the implementation of integrated marketing communications across Paid, Owned, Earned and Shared channels, provision of PR input during the organisation's most critical moment (Apple Flagship store v Heritage Listing), all while coaching and mentoring staff, turbo-charging capability and capacity.

DISCIPLINE:
CMO Advisory / Brand strategy and development / Concept
/ Art Direction / Product Design / Web design / Social

INDUSTRY:
Arts & Culture | Entertainment

Results:

  • Our client was promoted into the organisation's C-suite, which was followed by her appointment to the board of Meeting and Events Australia, the peak body representing the events industry in the nation. 

  • The new approach to communications contributed to the sold-out Anything but Square Festival and its signature event Sensory Underground, which then won three awards at Meeting and Events Australia (MEA) 

  • Importantly, the new brand marketing strategy contributed towards Fed. Square's $20 million upgrade was funded by the State Government's Building Works stimulus,  the largest upgrade in Fed. Square's 18-year history after a review called for participatory community and cultural activities to be "front and centre"

“Surge worked with our organisation during a challenging and complex time when we needed to shift our internal culture, brand narrative, segmentation and, re-position and relaunch in the marketplace. The team went above and beyond to ensure we had the necessary tools and support to implement our strategic direction, re-energising our brand for the years to come.” 

Susana Bishop
Chief Experience Officer, Fed Square

Sensen.ai

SenSen.ai, an ASX-listed smart cities company had to adjust its trajectory to enable a new listing on the Nasdaq stock market. For that, SenSen's brand had to redefine itself in order to communicate an evocative story, identity and product portfolio, also reassuring staff, investors, governments and other key stakeholders about their unique value proposition. From an already too common AI/Machine Learning discourse, we shifted the brand to its very origins and brought a new light onto its Data-Fusion expertise. This subtle yet truthful reframing was key to the development of an entirely new verbal and visual identity, also responsible for empowering its directors to radically re-focus their business strategy.

INDUSTRY:
Smart Cities / Tech

DISCIPLINE:
Brand Repositioning & Revitalization / Concept / Strategy / Art Direction / Rebranding / Video / Ux Ui Web / Digital Banners / Social

“When our smart cities company needed to tell our story to a wider world, we had to move away from 'technology speak’ and find a way to connect with real people. Too many high-tech companies are wrapped up in the language of AI, machine learning and deep learning to see they are creating barriers with their audiences. Working with a professional and committed communicator like Sergio Brodsky allowed us to find our base again - a connection with the people and communities that make up our changing urban environments. We were able to get back to language that explains how decisions and strategies make a real difference at the grassroots. It’s a process that may be helpful to many civic leaders too.”

Zenon Pasieczny
Director, SenSen.ai Ltd

MYER

Brand Revitalisation Program Delivery
Developed and deployed evolved brand strategy and visual identity system with tracking, showing uplift of +15% in stylish, modern, fun, exciting, innovative and -46% in dated, worn out and boring in 6 months since launch

  1. KEY RESULTS DERIVING FROM BRAND REVITALISATION PROGRAM:
    Growth+ 13% YoY Myer one loyalty programme , now 6.6m contactable customers, strongest acquisition in last 3 years and biggest % of active customers ever on Myer one,  now representing 73.5% of sales, demonstrating the advantage of brand loyalty.

  2. 21% average new to Myer customers via brand-led partnerships launched with velocity, commbank and amex, enhancing the understanding of current customer base nat rep vs Myer one, informing future growth plans

  3. Identified best potential growth audiences from segmentation work e.g. new, lapsed, dormant, grow and personalised CRM and trade programme to target each group, including cultural current situation analysis and monthly reporting ensuring ongoing brand utility

  4. Enhancements to UX driving ease and increase in Myer one tag rate, instore priority focus on tag rate and sign ups, tracked and reported, competitive nationally

  5. Acquired 1 million new members predominantly 18-34, via mass plus targeting approach, right message in the right channel for the right customers

  6. Shift to brand-led enterprise management brought 10% annual savings, 160% YoY increase in content engagement and employee engagement survey results 9.6 for leadership and 8.7 for team culture.

Cition

The world’s first cognitive city, a revolutionary concept for urban living, needed a name and visual identity able to communicate the future now and, this way, attract investors, partners and residents ready to form the communities of tomorrow.

INDUSTRY
Urban Development | Real Estate

DISCIPLINE
Naming, Branding, Copywriting, Web Development and Design

RESULTS 
Our name selection was so strong that no issues were encountered in relation to trademarking and web domains and, according to our client, had a previously uninterested investor welcome a discussion just because of its new name, Cition.

The collaterals produced also sufficed to increase investor confidence, enabling the land to be secured and, we all hope, a next flourishing chapter in human evolution.

Westpac Australia

The piece of paper said…

‘Westpac has supported the live saving choppers for 40 years, Australia doesn’t really understand the service and right now trust for banks is at an all-time low, what do we do?’

The response:

Air rescue, a TV and content series. The first ever ad funded TV series to make it into prime time after a 3-way bidding war by the major networks. The most sold ad funded TV series ever globally, on air in 147 markets.

There is something

I want to tell you

The brief(s):

The brief – ‘we need to reduce stigma for people and families living with HIV but Australia still associates HIV with the grim reaper campaign from 20 years ago, we just can’t seem to move past that no matter what we do’

I worked with a gay director to write the idea, conduct the interviews and do the edits personally.

The impact 

The results were extraordinary with the films playing at the 20th International AIDS Conference, Candlelight Vigil in Melbourne. Cinema and online films reached 80% of gay men in Queensland, Australia and HIV testing in Queensland’s gay male community increased by 36%.

“I thought this project would be my suicide note, I thought I couldn’t go on. Today I’ve found my courage, my purpose and support from places I never expected to see it. You have saved my life.”

- [Patrick]

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