LAVENDER IDENTITY by Lavender* for Lavender*

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LAVENDER IDENTITY

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Australia
Agency Lavender*
Released April 2011

Credits & Description

Category: Self Promotion
Advertiser: LAVENDER
Product/Service: CREATIVE AGENCY
Agency: LAVENDER*
Head Of Art: Olivia Swinn (Lavender)
Senior Designer: Klara Pecina (Lavender)
Senior Designer: Josh Sobel (Lavender)
Senior Designer: Sam Byrnes (Lavender)
Senior Designer: Gavin Roberts (Lavender)
Founder: Will Lavender (Lavender)
Account Manager: Emily Hahn (Lavender)
Media placement: Lavender Welcome Pack - New Client Handout - 1 April 2011 - Present
Media placement: Tote Bags - Staff And Clients - 1 May 2011 - Present
Media placement: Values Book - - - 1 May 2011 - Present
Media placement: Business Cards - Staff - 1 May 2011 - Present
Media placement: Stationary - Staff And Clients - 1 May 2011 - Present
Media placement: Art Bags - Staff And Clients - 1 Jan 2012 - Present

Describe the brief from the client
After 14 years in business, Lavender has grown to become Australia’s largest independent advertising agency. 2011 was an important year for us, marking a change in both our brand positioning and product offering. Our future focus is now technology. Specifically, how it can be used in applications like loyalty programs to enhance the consumer experience. This new vision needed a new identity, designed to show people that while we had evolved as an agency, our core values remained unchanged.

Describe the challenges and key objectives
The agency had been in operation for 14 years. Its previous positioning was 'we put consumer self-interest first'. This statement, whilst remaining true today, was misunderstood by many and lacked tangibility in new business pitches.

Describe how you arrived at the final design
Fundamentally, we’re as passionate about people as consumers. It leads us to create work that is meaningful to those who experience it. Our employees are a nice bunch of people: fabulous, ambitious, stylish, mathematical, creative, and nerdy. We recognise ourselves as consumers too. Lavender embraces the individuality of our staff members, and our combined interests and tastes inform our work.
For a company as obsessed with people as we are, it only made sense to build our identity around them. So, we developed a brand identity that’s insightful, thoughtful and playful: one that is as unique as Lavender itself.

Give some indication of how successful the outcome was in the market
The last 12 months have been a landmark period for Lavender. It was a great year for new relationships and new directions. In fact the strength and depth of agency talent saw a new client welcomed into the Lavender Family each and every month. As a business, the new brand identity has visually reinvented both the internal environment we work in and the external values we project.