design thinking

Identity & branding

Successful brands create deep emotional engagement and drive business growth. They are the personal face of global corporations, the compelling story for SMEs and the loyalty base for innovative products - the foundation for your business. We reposition companies in shifting markets, commercialise leading ideas and revitalise businesses. 
We tell your story.


Brandprofiling, brand identity and digital platform for South Australian Government Community Engagement platform.

The Department of Premier and Cabinet have an established community consultation program with a brand identity that had been in place since the program inception. The overarching success of the program had driven a broader development with wider and increased audience engagement. This lead to a shift in the value proposition and misalignment with the program identity with the potential to lose audience relevance. 

Working Images was invited to review the value proposition for the program, messaging and communication strategy and develop a new brand identity with the aim to reposition the program on a local, national and international stage.

It’s a daunting task to be engaged to rebrand a successful program, especially when the problems are not immediately visible or tangible. To begin this process and create definition for the approach, Working images lead the program team through a one day brandprofiling working session, harnessing their high level knowledge around the program and audience. 

The session generated multiple perspectives and mined valuable thoughts and opinions that had over time been forgotten or become usurped in other priority engagements. With the time and space (only a day) we were able to bring these critical thoughts and ideas back to the surface and to reflect on them as a group – evaluating, critiquing and challenging.

The session and outcomes clearly resolved an ongoing position for the program, ensured its relevance to growing audiences and lead to unexpected and significant insight into the brand that guided the brand identity. This was to an extent unexpected, as the team demonstrated an extremely high level of sophistication in their approach to the planning and development of the program.

The magic of an authentic process and rigorous methodology is the means to consider the DNA of an organisation and its product – in both granular and macro perspectives made possible by an objective platform. In the process of developing the brand identity it was discovered quite incidentally that at the heart of the program name lay the words OUR SA. On presenting the finding to the team we were delighted (and surprised) to find that it had never been considered. This singular insight into the organisation guided the subsequent development of the brand identity and revitalised a program both the for the department and their growing, global audience.

Well Made

Program brand identity, website design and collateral for Well Made – an initiative of Guildhouse that aims to provide a platform for high level South Australian creative practitioners.

Our work with Guildhouse for the Well Made program began in 2012 with a focused, co-operative working session with web and brand with the aim to define audiences in South Australia and investigate the best means of delivering value for the program and creating a positive online experience. 

With funding assured at the beginning of 2016 Working Images picked up development and initiated the project with a Well Made and Guildhouse team working session. Our aim was to better understand how the audience had shifted; defining the needs and desires of all stakeholders including practitioners across multiple disciplines and national audiences.

In the short space of time since we had begun development the number of online platforms profiling the work of creative practitioners and makers grew significantly – five launched locally and nationally within a space of about 6 months. Within this now competitive online market we began development of a brand identity for the program. The majority of other programs comprised young makers communicating with young audiences and Guildhouse in contrast aimed to provide an inclusive platform for a wide demographic. 

Our research also clearly showed that the work of South Australian creative practitioners, especially makers, is held in high regard with the work sitting very comfortably on a world stage. With this in mind we aimed specifically for the visual language of the brand identity to avoid the fashionable conventions being adopted by others and aimed instead to reflect the confidence, authenticity and originality of the wider body of South Australian practitioners. 

The idiosychratic, handcrafted logotype speaks with confidence and the verticality of its visual form referencing the parent brand of Guildhouse. In the process of brand development a line of inquiry opened up exploring the artisanal marks of early makers in Australia and Europe. The value in these marks and their necessarilly simplistic visual forms were considered an important element of the maker's language. Whilst they couldn't be justified as a brand identity we found they worked well in an adjunct role providing a rich embelishment of the brand story. 

The value in the program had always been centred on providing a direct connection to the maker or practitioner. In line with this we developed a series of promotional cards to launch the program and brand that featured artist faces and hands. Working with copy writer Hayley Green two key campaign messages were devised that artfully reflected this conection: Meet Your Maker and It's all in the making.


Brandprofiling, brand identity, communications collateral for large scale crane company in the far north of the state.

We were initially contacted by Max Cranes to develop a corporate profile on short notice and following a brief discussion around state of the market, stakeholder requirements and the internal culture of the business it was evident the profile was an attempt to regain the initiative in a changed market. We provided a strong recommendation to take a small step back – to consider the brand and their market position.

A company can reasonably justify a rebrand when a shift takes place in either the internal culture of the business and its strategic priorities or a shift in the market. When both occur its imperative. After ten solid years in business, building a teriffic reputation and loyal following as the guys to get things done, it was necessary to rethink what was happening and what they were doing. Where to next.

Working Images lead the Max team through a one day Brand Profiling working session comprising owners of the business, management and key staff, mining the intelligence held in the business, harnessing the diverse perspectives of the individuals in the team each with a unique take on the company. Developing from this a detailed map of the internal culture and the market we were able to clearly see the brand landscape.

What emerged was a picture of an industry in the midst of a signifcant shake up that presented Max with the opportunity to make a move – and move early. Their rebrand and repositioning gave them the jump on an industry that had relied on business-as-usual for too long. 

The brand required only a minor rethink – retaining the core characteristics of the original mark but interpreted in a way that demonstrated a smarter, more progressive company and one that would be taking the fight to the market. The team working session produced a moment of signifcant insight around the value provided to clients and the idea of a can-do attitude crystallised. Seizing this we crafted a campaign style-sub brand that would quickly reposition the company in the market and regain the initiative for the company.

Can-Do Capability has become the defining attribute of the Max brand and has rallied not only the team but the clients also. The thumbs up symbol, cleverly referencing the industry crane sign language as the boom up or ready to go. Max team found this thumbs up becoming shorthand at the conclusion of client meetings where the sign was done spontaneously as a positive conclusion to the deal or the contact. This simple but powerful visual metaphor has started new conversations and reframed the business in a way that is both tangible and memorable.

Go Team Max!


Brand identity and collateral for Skein: architecture / objects / installations.

In the development of the brand identity we were guided primarily by the strong materiality and distinctive, sculptural characteristics of Skein's works. In particular we aimed to capture the folded thematic elements evident in the public space commissions. The word skein refers specifically to the V-formation of a flight of geese and we were inspired with the correlation between this and the folded forms of the architectural works. The visual identity has its origin in a simple folded plane.

The typographic brand element, originally distorted and unnecessarily overt, has been reinstated to read right way round. The incidental visual reference to the identity for band Nine Inch Nails was a curiosity.

The brand aimed to position this practice confidently and clearly in a saturated market in a challenging economic climate. It speaks easily of the innovation and clarity of thinking evident in their works.


Brand strategy, naming, brand identity, brand platform and collateral for Guildhouse – South Australia's oldest arts institution.

Responding to significant changes and challenges that have emerged within the creative arts sector nationally, Working Images was engaged to rebrand and reposition Craftsouth.

As a basis for the work we devised and facilitated a Foundation Working session bringing together senior figures spanning business and the arts in Adelaide. The group discussion moved through a series of design conversations responding to core issues the group faced and with the aim of mapping a future for the organisation and its members. A concise design brief and strategic map was defined which formed the basis for the brand development and naming.

The name Guildhouse reflects the earliest roots of craft and design practice and serves to reflect the fraternity that united disparate practices through the guild.

The visual identity is comprised of a hand-crafted logotype that aims to evoke the historic origins of the name through a contemporary rendering. The notion of the guild is also reflected in the symbolic form of the house. The varied and colourful graphic elements of each house is reflective of the unique aspects of work that defines each creative practitioner. The common form describes the aspects of practice that unites the artists across various disciplines.


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