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Brand Strategy Grow an idea into a successful business.
Our Capabilities
- Brand Strategy
- Market Research
- Brand Naming
- Brand Repositioning
- Campaign Planning
- Brand Architecture
- New Product Brand Strategy
Brands don’t simply sell products or services; they sell a feeling, an experience, a lifestyle. While product features, technology, and value for money play a part in purchasing behaviour, the conscious buyer expects more from premium brands.
By taking a customer-centric approach, we can bring clarity to consumer trends, behaviours and motivations to understand what they want, how they want to feel and what will convert them from a bystander to a loyal customer.
Our strategy-first approach to branding provides clarity and insight into the design process to deliver purposeful, unique and enduring brands. Whether you’re a small business venturing on a new journey, or a bigger organisation wanting a refresh, we assist with strategic conversations at any stage, offering a unique approach tailored to your business needs.
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Explore Our Brand Strategy Projects
Defining brand foundations through research, positioning, and storytelling.
Our brand strategy work uncovers the essence of a business and translates it into clear positioning, messaging, and identity. From naming and values to tone of voice and visual language, we create strategies that guide brand growth and resonate with audiences. Below, we’ve highlighted a selection of projects that showcase how we help organisations define who they are and where they’re going.
Matter Consulting Structural Engineers
Strategic Brand Repositioning with Award-Winning Recognition
Principle Design shepherded a strategic rebrand for SY Structures, transforming it into Matter Consulting: a bold, values-led identity rooted in Innovation, Superior Service, People, and Social & Environmental Responsibility. The result includes a commanding wordmark, a refined supporting visual language, and a suite of assets spanning tone of voice, digital, collateral, and social media. This project earned Matter a Gold in Identity & Branding – Environmental at the Melbourne Design Awards 2023.
All Saints Estate Winery
Award-Winning Brand Strategy for a Heritage Winery
Principle Design crafted the brand architecture for Bonnie, a casual eatery nestled within the heritage-listed All Saints Estate. Inspired by Scottish heritage and the meaning of Bonnie (“beautiful” in Scots), the identity balances modern appeal with sister-brand alignment through a neutral palette, cursive typography, and familial imagery. It’s a textbook example of strategic sub-branding rooted in architectural storytelling.
Long Paddock Cheese
Gold Award-Winning Brand Strategy for an Artisan Food Brand
We developed the brand strategy and identity for Long Paddock Cheese, positioning the artisan label as a premium yet approachable producer. The strategy focused on crafting a story that celebrates place, quality, and the craft of cheesemaking. A refined visual language — combining bold typography with clean packaging and storytelling assets — built recognition and trust for a discerning food audience. This work was recognised with a Gold Melbourne Design Award (2021) for Retail Identity & Branding.
Sketch Building
Silver Award-Winning Brand Identity in Property Development
We created the brand identity and positioning for Sketch Building, a property development firm. The strategy centred on expressing their reputation for precision and creativity, resulting in an identity system that communicates both professionalism and approachability. The refined brand language carried across digital and print collateral, giving Sketch a distinctive and trustworthy presence in the property sector. This project received a Silver Melbourne Design Award (2021) for Property Identity & Branding.
Common questions
Brand strategy is the blueprint for how your brand communicates its purpose, values, and identity. It’s essential because it aligns your business goals with your audience’s needs, creating a strong foundation for growth, recognition, and trust.
We start with in-depth discovery sessions to understand your business, audience and target market. From there, we define your brand’s core values, positioning and messaging, creating a strategic framework that guides all branding and marketing efforts.
Brand strategy serves as the foundation for all business communications, from visual identity to marketing campaigns. It ensures consistency across touch points, helping your team make informed decisions that strengthen your brand’s impact.
All businesses, whether startups or established companies, benefit from a brand strategy. It helps startups build a strong foundation and gives established businesses clarity for growth, rebranding, or entering new markets.
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