Identity crisis over
14 February 2014
Aotea Graphics recently found themselves with an identity crisis. Their existing brand had a strong following with the well established UK market. However, in moving the business to New Zealand, they found Kiwis just didn't get the Aotea Graphics brand.
With a hefty goal of substantially growing their NZ client base, they needed a second brand with strong personality to get them noticed and embraced by the New Zealand market. Glue is the result! Professional and premium, Glue is service-driven rather than product-driven. Glue adds value – that’s why it’s different, and that’s why it’s better.
By looking at benefits, rather than features, we created a vibrant and energetic brand that will stand out, get noticed, and importantly, represent what they do for their clients... increase sales through presenting information in a manner that sticks in the recipient's mind.
Testimonial
"In 2008 we created ‘Aotea Graphics’, a company offering overnight document and presentation support to UK-based clients. Through our brand ‘Aotea Graphics’ we were able to not only clearly align our service to New Zealand (a country with strong historical links to the UK), but also to set ourselves apart from our competitors many of whom are based in India, the Philippines and other emerging markets.
However, as we began to expand our services within New Zealand, challenges arose including:
- Document and presentation support is an established industry in the UK and although niche, it is clearly defined. However, in New Zealand it is a new service which brought many confused looks and responses such as ‘We already have a marketing agency’ or ‘We have an in-house graphics team.’ We came to understand the brand ‘Aotea Graphics’ carried preconceived ideas about the service we offered. Even with the addition of a tagline ‘Presentation and document services’, many businesses fixated on ‘Graphics’
- The spelling and pronunciation of Aotea, although a positive talking point with UK-based clients, could at times prove awkward for local clients.
In short, we realised that the brand ‘Aotea Graphics’ was hindering our growth.
Rebranding our company was a daunting thought. We knew we needed to, but we held reservations over whether a company without any experience with a service like ours could convey and de-mystify our product all at the same time.
After considering a number of agencies, we decided to meet with TANK. Natalie and Gail came to our offices and after a frank discussion they quickly understood our dilemma and reservations and suggested that we come and meet TANK’s creatives and ask any questions we wanted, with no expectations. We did, and we couldn’t have been more delighted.
TANK were exactly who we needed to help us move forward. They agreed a plan of work including deliverables and deadlines; and they provided a clear understanding of what was required from us. We asked three things of TANK:
- They challenge us with the concepts they created
- They think outside the box (given our industry is new here)
- No hidden costs.
The concept agreed upon was completely different to any of the many, many ideas that we had tried valiantly and creatively to come up with internally. TANK met all of our requests, and they exceeded all our expectations.
The Glue brand has clearly set us apart from marketing and design agencies. The new ‘quirky’ yet effective brand has potential clients asking how we can help their businesses. This has directly translated into increased sales and greater brand recognition.
Thank you TANK!!”
Vinay Talley & Ray Liddall
Directors, Glue