• Brand strategy
  • Brand identity
  • Event and experiential design
  • Communications strategy
  • Marketing toolkit design
The work

The ASX holds a series of events in the US, Asia and Europe, where it seeks to connect small to mid capitalised ASX listed companies with investors. Called Spotlight, the event series has been operating under the same brand and communications approach for the last 8 years.

Yell was asked to bring our brand and communications strategy expertise to the event, undertaking a strategic review, creating a brand positioning and delivering a communications plan.

The solution

Our brand strategy process helped the team to define the values and persona of the event through a series of workshops. We created a number of visual approaches, derived from the initial brand platform, which were underpinned by positioning statements, each of which told a slightly different story about the event.

After much deliberation Evolve became the chosen direction. Evolve sums up the essence of the event, a transformational process that helps Australian companies grow and progress. The brand’s visual identity took its cues from the uniquely Australian mix of companies that attend, featuring an abstract kangaroo and a subtle use of golden hues.