An authentic and compelling purpose defines an ambition beyond commercial aspirations and drives action throughout any enterprise.
An engaging purpose (with subsequent stories, triggers, and actions) draws people in. A living, breathing purpose lets everyone know where they’re heading. And why.
As an award-winning creative consultant, I’ve refined a unique and proven 3D process to define, develop and deliver purpose-driven communications and outcomes like no one else can.
Here are 7 case studies I’m most proud of.
Case study #1 - Automotive - Lexus - Forged community engagement and expanded dealer margins
Define - Lexus dealers were battling deteriorating margins as they fought each other on price for sales. Consumer dealer loyalty was falling. Morale was plummeting. Defined the purpose to better serve their local community.
Develop - Positioned Lexus as the luxury brand for dealer’s immediate community. Created and developed modified test drive routes that focused on community landmarks, pop-up showrooms in community shopping strips, loan models to community private schools, and localized website.
Deliver - Creative strategy and creative work amplified the purpose across advertising, collateral, environments, events, publicity, and website including outdoor, showroom, sponsorship, digital, and social media.
Outcomes - Significantly boosted community engagement, increased sales, expanded dealer margins, and lifted profitability. Elevated morale.
Case study #2 - Health - Brenniston - Created new market and leadership position
Define - Brenniston was struggling to grow in price-sensitive fist aid market where offerings had been reduced to commodities. Defined the purpose to make work a safer place.
Develop - Created Australia’s workplace first aid positioning to help improve the health and safety of every worker. Initiated and developed Brenniston National Standard range of premium workplace first aid kits, workplace first aid bulletins, workplace first aid checklists, Australian made focus.
Deliver - Creative strategy and creative work advanced the purpose across advertising, collateral, environments, events, publicity, and website including logo, stationery, business cards, conferences, samples, banners, products, name tags, sponsorship, and digital.
Outcomes - Established relevance, legitimacy, and expertise. Increased engagement, sales, and margins. Recognised market leader. Exponential growth.
Case study #3 - Mining - Orica - Refocused employees and lifted returns
Define - Orica was suffering a collapsed share price, siloed culture and poor returns. Morale was sinking. The purpose was defined across Australia and around the world to a common set of values.
Develop - Universal iconography developed for Orica globally to unify and inspire 14,000 employees around the purpose. Created sample expressions including international employee videos, international employee online portal, and international employee highlights.
Deliver - Creative strategy and creative work expanded the purpose across advertising, collateral, environments, events, publicity, and website including icons, stationery, business cards, annual reports, annual awards, corporate communications, international newsletters, and digital.
Outcomes - Refocused and revitalized employees. Transformed culture and corporate performance. Unified and raised morale. Lifted share price to record highs.
Case study #4 - Culture - SBS - Rebuilt audiences and deepened engagement
Define - SBS was losing its cultural relevance as Australia’s national multicultural broadcaster. Audiences were fragmenting as more people turned to the internet for international content. Morale was damaged. Defined the purpose as the curator of all the world’s stories.
Develop - Created the ‘Six Billion Stories And Counting ...’ positioning (which evolved to ‘Seven Billion Stories And Counting ...’ when the world’s population expanded.) Created and developed multi-chapter cinema commercials, narrative-based television interstitials, story streaming service and storycards.
Deliver - Creative strategy and creative work extended the purpose across advertising, collateral, environments, events, publicity, and website including icons, stationery, business cards, annual awards, news programs, corporate communications, television commercials, television promos, radio promos, press advertising, magazine campaigns, outdoor campaigns, website content, digital, and social media.
Outcomes - Transformed the broadcaster into a vibrant, contemporary multi-platform media organization. Regained cultural relevance and confidence. Grew audience share in every category. Set new ratings records. Revitalized morale.
Case study #5 - Culture - Melbourne International Film Festival - Broadened audience and boosted box office
Define - Melbourne International Film Festival was in danger of closing down due to a shrinking subscriber base. Repositioned as an open forum where people could buy tickets for single screenings across multiple venues. Defined the purpose as giving more people more access to more of the world through film.
Develop - Multiple campaigns positioned the annual Melbourne International Film Festival as a key event in Australia’s cultural calendar. Created and developed cinematic commercials, cinema choc-tops, and film awards.
Deliver - Delivered creative strategy and creative work that extended the purpose across advertising, collateral, environments, events, publicity, and website including icons, internal communications, corporate communications, cinema commercials, television commercials, radio promos, press advertising, magazine campaigns, poster campaigns, and program guides.
Outcomes - Boosted attendance and box office. Deepened audience engagement and appreciation of cinema. Extended film language and culture.
Case study #6 - Culture - Triple J - Expanded radio network and heightened revenue
Define - Triple J was grappling with becoming a national radio network in a splintered market. Morale was suffering. Defined the purpose as the voice and music of Australia’s youth.
Develop - Multiple campaigns positioned Triple J as a core part of Australian youth culture and independent music. Created sample expressions including the name, iconic drum, and triple drumstick logo, and cultural events like ‘Beat the Drum,’ ‘Unearthed,’ and ‘Hottest 100.’
Deliver - Creative strategy and creative work pushed the purpose across advertising, collateral, environments, events, publicity, and website including typography, internal communications, cinema commercials, television commercials, radio promos, press advertising, magazine campaigns, poster campaigns, sponsorships, concerts, digital, social media, and one of Australia’s most successful merchandising programs.
Outcomes - Pioneered a national musical identity. Established a national radio network that outperformed commercial rivals. Changed Australian culture forever. Set new ratings records. Reinvigorated morale.
Case study #7 - Travel - STA Travel - Initiated independent travel movement and global market
Define - STA Travel was facing limited growth within a student market. Defined the purpose as helping every young person to travel internationally to expand their horizons.
Develop - Multiple campaigns positioned STA Travel for travelers, not tourists. Created and developed the phrase ‘independent travel’ and international brand guidelines with independent visuals, tone of voice, syntax, taxonomy, phrasing, and terminology.
Deliver - Creative strategy and creative work compounded the purpose across advertising, collateral, environments, events, and publicity including icons, typography, internal communications, corporate communications, cinema commercials, press advertising, outdoor campaigns, store fitouts, training programs, retail merchandising, brochure series, poster campaigns, travel kits, and city guides.
Outcomes - Popularized notion of student gap year between ending high school and starting university. Broadened market base and grew network of stores into 60 countries. World’s largest travel company for students and young people.