SEVEN WEST MEDIA
Ink worked with the directors of SWM and the team to develop a new brand communication strategy which distilled a complex communication – what RED is, what RED does, and how RED does it – into a succinct and compelling proposition.
Our process uncovered key insights from clients and determined what value base they might operate from, so that we could mirror that in RED’s communications. We helped RED become more relevant by applying similar values to their communications, and reducing clutter to speak in a clear and concise way. We then applied this across all communications for consistency, and promoted this positive form of communication across the board.
We reviewed RED’s approach to the market and explored new tactics. We retained what was working, discarded what doesn’t and added new elements to revitalise the brand.
The deliverables, including trade ads, presentation video and the like, are only the physical manifestation of a more important outcome of this process, which is a change in RED’s language to mirror the language used by clients and to better reflect RED’s actual offering and point of difference.
Ink Project’s Brand Communication Principles (The 4 C’s)
Clear — Proposition
Concise — Said Simply
Consistent — Same Always
Constant — Say it over and over in as many touch points as possible
As a result of the stakeholder and customer research, Ink created a new brand platform, proposition and tagline for RED. The work features a new logo and visual language.