Guide Dogs Australia reveals new branding to strengthen national presence
February 17, 2021 10:15
Guide Dogs Australia has revealed its refreshed brand, introducing one logo and aesthetic for all of the charity’s communications and touch points to strengthen its national presence.
The new branding, created by FutureBrand, has been developed to better reflect how the organisation’s services have evolved over time, providing support to people with low vision and blindness beyond the use of guide dogs.
The strategic idea behind the branding is ‘find your way’, reflecting that each person’s experience is different and the services they choose to support them are flexible.
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While Nunn isn’t interested in the ‘independents versus holding companies’ proposition – “I think it’s more about good businesses” – he’s watched the pool of indies expand and contract over the years.
“There’s not too much that has happened in this industry that I haven’t seen over the 18 years,” he says.
“There’s been a lot of independents come and go. Some sell out, people come back and all of a sudden there’s people in holding companies that leave the holding companies and start up their own independents and some work, some don’t work.”
There’s a big difference between those that work and those that don’t, according to Nunn: scale. He acknowledges that “getting scale in the media agency scene in Australia [as an independent] is extremely difficult”.