The Case for Via Negativa in Branding
Because branding is a verb, the advice that comes with it is almost always about adding. More content. More campaigns. … Read More >
Journal
Latest news, insights and updates from the studio.
Join our newsletter to receive updates
Early-stage brand building. Get it right, or pay to fix it later.
Most startups treat brand as something that comes later. After the product. After the first customers. After the funding round. … Read More >
Rebranding: Evolution or Revolution?
Perhaps unbeknownst to some people who know me now, I started my career as a designer ‘on the tools’ almost … Read More >
In Defence of Brand Purpose
Brand purpose has had a strange lifecycle in marketing. At its peak, it was treated as a near-moral requirement. The … Read More >
Your strategy is solid, but what’s the story?
Let’s start with a confronting truth: Your business might be brilliant. Your team might be stacked with talent. Your product … Read More >
You want to be a great B2B brand, then start acting more like B2C
Like most of you, I have just survived that time of year in the lead up to Christmas where I … Read More >
Unlock the hidden value of your brand to win more tenders
Have you ever lost a tender you were confident you’d win? Watched a competitor secure a contract, even though you … Read More >
Your brand is your business
In many companies, business and brand strategy march to different beats. They are two schools of thought. One is all … Read More >
Pink Lady® 2023 Asia Fruit Logistica Hong Kong
Pink Lady® returned to Fruit Logistica in Hong Kong with their biggest and boldest Asia Fruit Logistica presence yet. The … Read More >
Sliver Fishing
When it becomes harder to nail your next catch, do you cast your net wider or change your bait? The … Read More >
Digital advertising that works
A little more than ten years ago, advertising was primarily executed via the newspaper, television, radio, and a few other … Read More >
Launching your brand
Months of planning and hard work go into building a new brand. When it’s all polished and you’re finally ready … Read More >
Using a packaging approach for a better Ecommerce experience
A packaging system is not the usual solution for a business-to-business e-commerce website but that’s exactly what happened when Di … Read More >
Maxi-Cosi Baby Car Seat Instruction Manual
Maxi-Cosi have been in the baby car seat game since the beginning. Having invented the category in Europe over 40 … Read More >
Pink Lady® 2022 Asia Fruit Logistica Thailand
Pink Lady® is one of the best-known brands of fruit in the world and an Australian success story. Di … Read More >
Country Road Group & David Jones Modern Slavery Reports
The fact that slavery did not end with the 19th century abolition is a hard truth to swallow. Today modern … Read More >
Zilch
Navigating the complexity of global transport and the dilemma of how to create a sustainable future was a struggle, even … Read More >
Flooring Xtra – Relax. Our floors can handle it
Selling fabulous flooring on Selling Houses Australia. The Brief Generate awareness and make the Flooring Xtra brand top-of-mind for the … Read More >
Flooring Xtra – Flooring so good you won’t want to leave home
A cheeky nod to the lockdowns. The Brief Build brand awareness and cut-through that generates sales leads in a retail … Read More >
Flooring Xtra – Enjoy now. Pay later.
A fun little campaign with some massive results. The Brief Develop a digital advertising campaign that gets people who are … Read More >
South Melbourne Primary School Illustrations
Bright custom illustrations for a school, this was a fun project to work on. The Brief South Melbourne Primary School … Read More >
The difference between B2B and consumer brand strategy
It occurred to me recently, that, while most of the clients we work with at Di Marca are what you … Read More >
Sanctuary Makers
Driven by a vision to reinvent the decorating industry and create an amazing experience for customers, a new retail brand … Read More >
McConnell Dowell 2019 Annual Review
This was the 6th year running we have designed the annual review for global construction company McConnell Dowell. The Brief … Read More >
Signalling could be undermining your brand’s potential without you realising it
It’s fair to say I’ve become a little obsessed with behavioural science recently, and this is my first article in … Read More >
Brand strategy first, execute second
The best brand strategy in the world can only make a positive impact on your business if it’s embraced by … Read More >
Aplas
Aplas is the world’s first software mapping platform, transforming how business understands its digital nervous system. The Brief Aplas came … Read More >
Daily actions are the secret to building a B2B brand quickly
I recently had a client who was really wowed with the value their team got out of investing in their … Read More >
A brand is a fragile idea that lives in the mind
Brand is a word that makes me feel a little uncomfortable sometimes. It often creates a little tension inside me … Read More >
Take your business to the next level by transforming your culture through behaviour
Consider this for a moment. You may be underutilising your people and their behaviour as the key ingredient to transform … Read More >
Annecto Anual Report
The Brief Produce an Annual Report which highlighted the real impact of Annecto – a social purpose not-for-profit organisation offering tailored … Read More >
Kalei
The Brief Develop a name and visual identity to bring to market a new red apple variety which has been … Read More >
Your company values suck, because they aren’t sticky enough.
Depending on how you approach them, your company’s values will either be a living breathing part of your organisation, or … Read More >
Goulburn River Gold
The Brief Develop an export brand to create more value for the Australian pear industry. The Outcome We began with … Read More >
The power of your people
Let’s start with the simple principle – better relationships mean better business. Your business, just like your personal lives, are … Read More >
Take a leap of faith this year
I love the beginning of a New Year. It’s a brave new world – a feeling that anything is possible, … Read More >
How to win customers and influence your people
I’m going to let you in on one of my favourite secrets. It’s not really a ‘secret’ secret, but rather … Read More >
Your brand doesn’t need a higher purpose. It needs a clear one
Brand Purpose has certainly become a bit of a buzzword in branding recently. When you hear the term you might associate … Read More >
Brand names, positioning and the battle for the mind of your audience
I read Al Reis & Jack Trout’s seminal book on Brand Positioning again not long ago. Originally published in 1980 and … Read More >
Do things differently, if you want to drive business growth
Someone asked me recently to describe Di Marca’s ideal type of client to them. It’s an interesting question for any … Read More >