ISC: A Brand Strategy Set For International Expansion
As a globally recognised ratings tool, the Infrastructure Sustainability Council of Australia (ISCA) was well-regarded in the industry. There was just one problem…
When the company attempted to expand internationally, it faced a major branding challenge. Namely, the perception that it only serviced the Australian marketplace.
Overcoming this nominative issue would require a smart brand strategy designed to shift the “Australia-only” associations of ISCA and open the door to overseas markets.
Brand
Strategy
- Brand strategy to adjust positioning and perception.
- Brand hierarchy for clear, distinct sub-brands.
- Visual identity covering everything from typography to icons.
- Applications across a wide range of digital media.
- Brand guidelines to ensure consistency every time.
Any great strategy starts with great insights. To make sure we obtained as many as possible, we kicked off the process by interviewing board and executive stakeholders.
Data in hand, we crafted a brand strategy based on a new hierarchy of master brand and sub-brands.
But our idea here wasn’t to throw everything out and start from nothing. Instead, we retained and refreshed the best elements from the existing brand to ensure a smooth and simple transition.
The development of new brand elements like typography, colour palettes, icons, diagrams and chart styles gave the ISC branding a new lease of life, with an eye-catching identity that was ready for the international stage.
Once the new brand was developed, we helped the team apply it across a range of materials, including PowerPoint presentations, certificates, and branded templates.
Finally, we whipped up a comprehensive brand guidelines document to ensure future brand applications are as easy as can be.
Gail and the Make it happen team certainly do make it happen. Working with a valued-aligned organisation was very important. The process was collaborative and embodied the views of our valued stakeholders; we are proud of our purposeful, professional and relatable new brand identity.
Strong Branding and Stakeholder Love
The verdict is in: newly-branded ISC’s stakeholders are delighted with the slick and engaging visual identity.
With international expansion firmly in ISC’s sights, we can’t wait to see where in the world their impressive new brand will take them.