Australian High Commission goes social with Pink Pineapple
Introducing new ways to talk to customers
- Client: Australian High Commission
- Industry: Government
- Pink Pineapple provided: Pink Pineapple Signature - Brand Strategy Manifesto, Social Media Brand Identity including Brand Colours, Fonts, Icons and brand guidelines), Brand Guardian subscription service
The Problem
Australian High Commission is the source for the latest and most up-to-date information about Australia and its relationship with Singapore. Providing unbiased information based on facts and research, it is a trusted resource for anyone interested in Australia, bringing together the best of the new nations to present what can be achieved together.
Keen to expand its reach to its target market, it wanted to be more consistent, with clear branding on its social pages. It requested a vibrant social brand that made visitors feel welcome yet was calm and authoritative with just the right balance of tone to reach its audience.
Client Brief:
The Australian High Commission needed a brand strategy aligned with its organisational goals and a brand identity on social that is efficient to use, flexible across applications, and able to feature localised content globally.
So, we put the kettle on and got to work on a new strategy to help them build deeper relationships with their key audiences, while still staying true to their roots.
We also developed a new social media platform that would be easy to use and allowed them to feature localised content in a way that was consistent with their global identity.
The Solution
There's no one-size-fits-all answer when it comes to finding the right solution – or for making a cup of tea. That's why, together with a local research company, we took the time to get to know our client and their audience inside out.
We wanted to understand what makes them tick and what would make them sit up and take notice. Only then could we create a strong and personal brand strategy that would really resonate.
Once we had defined the strategy, we built the content step by step, developing clear pillars and themes to follow. This ensured that all of our content was on-brand, on-message and delivering maximum impact.
The Results
We started by building a story around the customer journey, making it clear how they would feel and what they would expect to receive from the Australian High Commission when visiting the site. With the approved brand manifesto, Petra at Creabuena developed an impactful colour palette together with templates and icons to suit.
The icons were designed to be as intuitive as possible while remaining playful. The result is a brand that feels personal and approachable, with a sense of fun. This helped us to achieve our goal of making the website more user-friendly and engaging.
Conclusion:
Pink Pineapple has now established the Australian High Commission online. Its tone of voice is clear and consistent, and the imagery is supportive and engaging. As a result, it has increased its reach and engagement with its intended audience.
Thank you Anna, we loved working with you."
