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Syd water and Department of Environment, Land, Water and Planning case study

Simon Morris
Simon Morris

Sydney Water Bringing to life the Sydney Waters new strategy and establishing an authentic expression of the brand. Project includes: Culture change program, Brand Positioning, Brand Idea, Brand Strategy, Brand Messaging, Sponsorship Strategy and Framework, Comprehensive Brand Standards, Customer journey analysis, and Social Media. Department of Environment, Land, Water and Planning Cra!ing a new brand standards / guidelines. Project includes: Brand Strategy, Brand Positioning, Identity, Signage, Packaging, Printware, Website, and Social Media.

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June 2018 SYDNEYWATER &DELWP. putting the environment into the heart of the community. Commercial in confidence.
SYDNEY WATERBrand definition, Brand positioning, Organisational culture alignment, Brand strategy, Brand roll-out.
3 SydneyWater BrandDefinition Project details including overall value $280,000 Bringing to life the Sydney Waters new strategy and establishing an authentic expression of the brand. Project includes: Culture change program, Brand Positioning, Brand Idea, Brand Strategy, Brand Messaging, Sponsorship Strategy and Framework, Comprehensive Brand Standards, Customer journey analysis, and Social Media. BRAND POSITIONING CULTURE BRAND STRATEGY INTERIOR DESIGN
D E S I G N T H I N K I N G B R A N D S T R A T E G Y B R A N D D E F I N I T I O N S O C I A L M E D I A W O R K F O R C E C O M M U N I T Y E N G A G E M E N T
5 Unlocking the latent power of Sydney Water creating an authentic and visionary articulation of the brand story. Managing the interconnected messaging assets to establish a platform for brand clarity and reputation growth. Sydney Waters ambition as an organisation is to meet changing market drivers and positively impact on peoples lives. While customer and employee experience and insights can spark excitement and positive feedback, it does not bring the organisation any closer to executing a cohesive and focussed message internally or externally. This requires significant management participation and a dedicated team to manage and align the complex web of interdependent activities, brand assets, systems, processes and priorities. And according to research, Sydney Waters existing standing amongst customers is undefined and lack potent meaning. Godmother set out to establish a transformation project to help with increased productivity, laser focus on the the new brand purpose, then shape and prepare brand message clarity and a scalable brand idea. Our approach was to define Sydney Waters authentic foundations and unlock the latent power of Sydney Water. Nothing is worse than trying to impose a brand idea into an organisation. We co-created with Sydney Water to establish an authentic, fact base, and deeply meaningful Brand Idea and Brand Positioning. The result of establishing a clearly memorable definition of the brand from within the organisation ensures fidelity and a sense of truth to decision-making. Godmother translated the different parts of the organisation into a set of brand tools and strategic resources that can be executed consistently and flexibly. Ultimately the approach is to shape the strategic framework, recommendations and directions to provide Sydney Water with the readiness and ability to manage reputation building programs. StrategyDe鍖ning the Story
6 Brand Definition & Positioning ArchitectureMasterplan Brand Position THIS IS FOR US Water Waste Water Shaping the lifestyle of Greater Sydney Sydney Water needed to move on from an introspective and technical approach, to be far more outward looking, championing the end benefit of great water. Creating Sydney Waters Brand Positioning gives the organisation as well as the customers a meaningful role in the world, inspires people internally and helps realise the strategy for 2020 and beyond. The essence of this Brand Position aligns Sydney Water to changes going on in the world but also acknowledging that working for the greater good has always been in their nature (the Lifestream origins). Brand Idea. A Single Organising Idea.
7
SydneyWater Sponsorship. Integrated, robust and customer centric.
THIS IS FOR US Experiential Emotional Functional Visual Cultural Rational CRUCIAL ITEMS have NATURAL BEHAVIOURS and DESIRES USERSTASKS BELIEFS EXPECTATIO N S EMOTIONSPRIORKN O W LEDGEATTITUDES TAILOREDEMAILCOMMS W EBPAGECOMMUNITY EVENTS VIDEO SOCIAL M EDIA ACTIVITIES PEOPLECONTEXT Inter-connected sponsorship and and social leadership will ensure the brand is support but it also allows the market to participate and co-create with the sponsors further enhancing ownership (THIS IS FOR US)
SCULPTURE BY THE SEA Stand intrigue/wonder Cups this is what you can do today Bubbler beauty Trailer wider comm T-shirts hidden message after-wash Caps logo on back, different colours Website RAOK random acts of kindness E-news email newsletter WATER WEEK TARONGA ZOO RAOK WEBSITE E-news Bubbler Stand UNPACKING THIS IS FOR USCREATIVE TERRITORIES Message Thought provoking Care RAOK Stand Website Innovation
REDUCE USE SPORTS RANGE RESTAURANT RANGE INCREASED VARIATION TAP PROGRAM EVOLUTION THIS IS FOR US | NAME CHANGE | DESIGN UPDATE | STRATEGY WITH SPONSORSHIP
SydneyWater SocialMedia. Tap Program that goes beyond cliches.
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DELWP (Department of Environment, Land, Water and Planning) Brand definition, Brand positioning, Brand strategy, Brand architecture, Brand Standards, Application standards and design, Social media strategy, EVP, Organisational culture alignment, and Brand roll-out.
Department of Environment, Land, Water and Planning 100 Collins St, Melbourne VIC. Ph: (03) 9671 4311 Project details including overall value $20,000 Cra ing a new brand standards / guidelines. Project includes: Brand Strategy, Brand Positioning, Identity, Signage, Packaging, Printware, Website, and Social Media.
STAFF AND COMMUNITY PARTNERING FOR CHANGE BRAND STORY SOCIAL MEDIA INTERNAL COMMUNICATIONS CAMPAIGN Dolorror porese ni iur, tempe prepudi tatatquatio cus PLUS MOBILE APPLICATIONS Sketch 9:41 AM 42% GMU 9:41 AM 42% Search ShareShareLike 3h DELWP Environment Promoted Partner with the Department of Environment, Land, Water, & Planning to manage change for the greater good of Victorian communities. +Follow 12:30Godmother MockUp 29mDELWP ENVIRONMENT Home Screen Play Store 1024 167 120 76 40 29 iOS
A I R W A V E I N T E R I O R D E S I G N B R A N D S T R A T E G Y S O C I A L M E D I A S T R A T E G Y W E B S I T E D E S I G N A P P L I C A T I O N & S O C I A L M E D I A D E S I G N C U L T U R E & E . V . P . I M P L E M E N T A T I O N
DEWLP BRAND GUIDELINES
THANK YOU Contact: Simon Morris 0403 173 282

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Syd water and Department of Environment, Land, Water and Planning case study

  • 1. June 2018 SYDNEYWATER &DELWP. putting the environment into the heart of the community. Commercial in confidence.
  • 2. SYDNEY WATERBrand definition, Brand positioning, Organisational culture alignment, Brand strategy, Brand roll-out.
  • 3. 3 SydneyWater BrandDefinition Project details including overall value $280,000 Bringing to life the Sydney Waters new strategy and establishing an authentic expression of the brand. Project includes: Culture change program, Brand Positioning, Brand Idea, Brand Strategy, Brand Messaging, Sponsorship Strategy and Framework, Comprehensive Brand Standards, Customer journey analysis, and Social Media. BRAND POSITIONING CULTURE BRAND STRATEGY INTERIOR DESIGN
  • 4. D E S I G N T H I N K I N G B R A N D S T R A T E G Y B R A N D D E F I N I T I O N S O C I A L M E D I A W O R K F O R C E C O M M U N I T Y E N G A G E M E N T
  • 5. 5 Unlocking the latent power of Sydney Water creating an authentic and visionary articulation of the brand story. Managing the interconnected messaging assets to establish a platform for brand clarity and reputation growth. Sydney Waters ambition as an organisation is to meet changing market drivers and positively impact on peoples lives. While customer and employee experience and insights can spark excitement and positive feedback, it does not bring the organisation any closer to executing a cohesive and focussed message internally or externally. This requires significant management participation and a dedicated team to manage and align the complex web of interdependent activities, brand assets, systems, processes and priorities. And according to research, Sydney Waters existing standing amongst customers is undefined and lack potent meaning. Godmother set out to establish a transformation project to help with increased productivity, laser focus on the the new brand purpose, then shape and prepare brand message clarity and a scalable brand idea. Our approach was to define Sydney Waters authentic foundations and unlock the latent power of Sydney Water. Nothing is worse than trying to impose a brand idea into an organisation. We co-created with Sydney Water to establish an authentic, fact base, and deeply meaningful Brand Idea and Brand Positioning. The result of establishing a clearly memorable definition of the brand from within the organisation ensures fidelity and a sense of truth to decision-making. Godmother translated the different parts of the organisation into a set of brand tools and strategic resources that can be executed consistently and flexibly. Ultimately the approach is to shape the strategic framework, recommendations and directions to provide Sydney Water with the readiness and ability to manage reputation building programs. StrategyDe鍖ning the Story
  • 6. 6 Brand Definition & Positioning ArchitectureMasterplan Brand Position THIS IS FOR US Water Waste Water Shaping the lifestyle of Greater Sydney Sydney Water needed to move on from an introspective and technical approach, to be far more outward looking, championing the end benefit of great water. Creating Sydney Waters Brand Positioning gives the organisation as well as the customers a meaningful role in the world, inspires people internally and helps realise the strategy for 2020 and beyond. The essence of this Brand Position aligns Sydney Water to changes going on in the world but also acknowledging that working for the greater good has always been in their nature (the Lifestream origins). Brand Idea. A Single Organising Idea.
  • 7. 7
  • 9. THIS IS FOR US Experiential Emotional Functional Visual Cultural Rational CRUCIAL ITEMS have NATURAL BEHAVIOURS and DESIRES USERSTASKS BELIEFS EXPECTATIO N S EMOTIONSPRIORKN O W LEDGEATTITUDES TAILOREDEMAILCOMMS W EBPAGECOMMUNITY EVENTS VIDEO SOCIAL M EDIA ACTIVITIES PEOPLECONTEXT Inter-connected sponsorship and and social leadership will ensure the brand is support but it also allows the market to participate and co-create with the sponsors further enhancing ownership (THIS IS FOR US)
  • 10. SCULPTURE BY THE SEA Stand intrigue/wonder Cups this is what you can do today Bubbler beauty Trailer wider comm T-shirts hidden message after-wash Caps logo on back, different colours Website RAOK random acts of kindness E-news email newsletter WATER WEEK TARONGA ZOO RAOK WEBSITE E-news Bubbler Stand UNPACKING THIS IS FOR USCREATIVE TERRITORIES Message Thought provoking Care RAOK Stand Website Innovation
  • 11. REDUCE USE SPORTS RANGE RESTAURANT RANGE INCREASED VARIATION TAP PROGRAM EVOLUTION THIS IS FOR US | NAME CHANGE | DESIGN UPDATE | STRATEGY WITH SPONSORSHIP
  • 14. DELWP (Department of Environment, Land, Water and Planning) Brand definition, Brand positioning, Brand strategy, Brand architecture, Brand Standards, Application standards and design, Social media strategy, EVP, Organisational culture alignment, and Brand roll-out.
  • 15. Department of Environment, Land, Water and Planning 100 Collins St, Melbourne VIC. Ph: (03) 9671 4311 Project details including overall value $20,000 Cra ing a new brand standards / guidelines. Project includes: Brand Strategy, Brand Positioning, Identity, Signage, Packaging, Printware, Website, and Social Media.
  • 16. STAFF AND COMMUNITY PARTNERING FOR CHANGE BRAND STORY SOCIAL MEDIA INTERNAL COMMUNICATIONS CAMPAIGN Dolorror porese ni iur, tempe prepudi tatatquatio cus PLUS MOBILE APPLICATIONS Sketch 9:41 AM 42% GMU 9:41 AM 42% Search ShareShareLike 3h DELWP Environment Promoted Partner with the Department of Environment, Land, Water, & Planning to manage change for the greater good of Victorian communities. +Follow 12:30Godmother MockUp 29mDELWP ENVIRONMENT Home Screen Play Store 1024 167 120 76 40 29 iOS
  • 17. A I R W A V E I N T E R I O R D E S I G N B R A N D S T R A T E G Y S O C I A L M E D I A S T R A T E G Y W E B S I T E D E S I G N A P P L I C A T I O N & S O C I A L M E D I A D E S I G N C U L T U R E & E . V . P . I M P L E M E N T A T I O N