EAST ARNHEM SHIRE COUNCIL

THE IDEA

EASC marketing, PR and all round implementor of awesomeness, Aroha Jennings came to us with a simple brief; Work with her to take a logo with deep cultural meaning and community connection, and extend it into a brand that could be easily and consistently applied throughout the organisation. 

THE REALISATION

Within the first few weeks of working together, two things became immediately obvious; 1. EASC is forward-thinking council with a genuine community focus, and 2. Aroha bites off more in a day than many people chew through in a week, and was in danger of a nasty case of indigestion. 

To better understand the council and people it serves, we jumped on a plane and visited staff in Darwin, Nhulunbuy and Yirrkala, before 'boarding' a far smaller (and infinitely less confidence-inspiring) aircraft to visit the remote community of Galiwin'ku. We returned with a deep appreciation of the work being done, an understanding of what would help staff to implement the branding, and a shared vision for what the brand could be. The resulting secondary pattern and colourways allowed EASC to leave the much-loved logo unchanged, but extend the brand with either a professional or community tone.

We also structured our relationship to take some of the burden of Aroha's workload. Quarterly Brandstorming sessions set up an action plan for the following 3 month period, allowing us to work with minimum time-input and from Aroha.

We've been thrilled to continue working with Aroha and EASC department heads to help further develop and implement collateral, as well as training key personnel in design, video and photography skills to allow them to manage the brand on a daily basis.