CPV – Case Study.
May 4, 2010 // IBM BLOG POST
The Australian Property Institute is Australia’s largest property industry organisation, representing more than 7,500 member professionals from the broader property market. Property Valuers play an increasingly important role today, not only within the industry but also within the wider economy.
Our brief was to develop a new identity for API’s ‘Certified Practising Valuer’ that strengthened and promoted their reputation as trusted consultants as well as industry-recognised qualified property valuers. Alongside this, there was a need to establish a partnership programme to provide consistency among members when using the new brand. The identity was designed to be fresh, simple and communicate the message in a straightforward and reliable way, whilst not feeling too governmental or predictably dour.
SERVICES PROVIDED FOR CPV:
Audience Profiles – research & present targeted audience
Unique Positioning – key marketing messages
Brand Essence – core of the brand
Brand Values – what the brand stands for
Brand Idea – message that runs throughout all marketing
Identity – name, logo, descriptor, tagline, colours, fonts
Overarching Creative Approach – look and feel, style, personality
Marketing Strategy – campaign approach, sales based
Brand Touch Points
Identity Guidelines – guides the use of the identity
Print Collateral – brochure, DM
Electronic & Web – website, banner advertising, email newsletters, SEO
Diverse Marketing Channels – environmental graphics, outdoor
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