Ink engaged with Scentre Group to develop a brand entity around their core values, which they call their DNA. The DNA values is an extension around Scentre Group purpose which is “To create extraordinary places, connecting and enriching communities“. The DNA symbol is a collection of abstract forms which represent the many fascets working together as a whole. The process was documented and generated high internal engagement from staff both in Australia and NZ.
CEO Peter Allen, explains… “What came back from the agency was unexpected in that it was an artistic representation of our DNA. It is a disc within which each of the strands of the DNA flows and envelopes a single, large circle which is intended to represent you.
As the central image in the symbol, the large circle is both supported by and supporting the strands of the DNA around it – this is meant to show that the DNA is intrinsic to each of us and at the same time, impacted by all of us in how we choose to behave. Each strand of the DNA is populated with smaller circles and shapes, each one standing for a story or an example of the DNA in action. The symbol is mainly various hues of red akin to our company colour here at Scentre Group. Around the symbol are the names of the DNA. They do not line up to any one strand in the symbol, but rather encase the image to keep it whole.
What I like is that it captures the richness and diversity of our company culture in one image. I also like that it is a conversation starter – like any piece of art, people can’t help but have an opinion of it – and to me, that is more important because it means that each of you will take time out to discuss it and in doing so, talk about our DNA and what it means to us all.“