Australian Geographic
Design a campaign to launch their rebrand
Design a campaign to launch their rebrand
Challenge
In mid 2018 Australian Geographic underwent a brand refresh internally, repositioning themselves and refocusing their target demographics. When it came to launching this refresh they were after an engaging creative that was more sophisticated than previous child-focussed campaigns, appealing to their new demographics.
Solution
When the Australian Geographic team contacted Point Agency to develop the relaunch creative I designed concepts that focussed on their ‘feeding curious minds’ ethos, and the broad range of demographics their stores and products appeal to.
Using the new brand colours that Point helped to refine, the creative aimed for engagement and a sophistication that would appeal to these demographics, from techie families and millennial minds, through to lifelong enthusiasts. The adaptable hero image represents these people engaging with the world of STEM. Supporting pieces focussed on their range of products, while maintaining the aesthetic.
I rolled the creative out to website banners, EDMs, social channels and in-store digital posters.
FURTHER CAMPAIGNS
After the rebrand launch I designed a number of further campaigns for Australian Geographic.
For each campaign we were given a broad theme by the Australian Geographic team, usually based around standard retail sales, product ranges or a brand-specific theme.
After the rebrand helped to reposition the store away from the overly child-focussed nature of previous campaigns I ensured that the new style continued – creating a consistency for the brand that was previously missing, while also ensuring variety and sophistication, regardless of the demographics being targeted.
DETAILS
Client: Australian Geographic
Agency: Point
Roles: Ideation, design
