Tag: Brand refresh

Australia – National public broadcaster Australian Broadcasting Corporation (ABC) has unveiled a refresh brand design for ABC News, including the return of its iconic news theme which was used from 1986 to 2005–now back in an updated arrangement and remix.

A redesign led by ABC in-house creative teams has created a brighter and more varied audience experience, with an expanded colour palette and a wider range of typefaces creating a more modern and engaging experience for audiences. 

Moreover, the new graphic design incorporates shapes that are direct traces of the broadcaster’s master logo, the ABC Lissajous. ​The ABC NEWS logo also changes from black-and-white to a vibrant blue background that is more impactful and appealing on digital as well as broadcast.

Justin Stevens, ABC director of news, said, “We’re delighted to introduce an updated look and experience for the public however and whenever they use ABC NEWS across any platform. The new design is impactful and appealing for audiences and gives us a consistent look across all platforms. Our audience accesses our journalism across all platforms and mediums and the design needs to reflect that.”

He added, “The upgrade to the web and app improves the experience for users and adds features to let them personalise their news service. I’m thrilled to welcome back the iconic ABC NEWS theme. It captures the excitement and passion everyone in ABC NEWS has for news and current affairs.”

Meanwhile, The updated website goes live for all users from 6am AEST Monday with upgrades to the ABC NEWS app also to be rolled out soon.

“Our product and technology teams developed the new experience to relate to all Australians and showcase a breadth of content using modern design and engineering practices,” said Damian Cronan, chief digital and information officer at ABC.

He added, “We’ve modernised the digital experience for ABC News with a strong focus on personalisation so our diverse audiences can now get the breaking news and stories that are most relevant to them.”

In terms of the revamped news theme, the original theme was composed by Sydney arranger and keyboard player Tony Ansell and Peter Wall.

“I’m delighted it’s coming back – I think it’s our best work,” Peter said. “Many people grew up listening to it and it’s wonderful new audiences will now also be able to discover it. Tony’s arrangement and Dick Montz’s piccolo trumpet have really stood the test of time.”

“Peter and Tony’s composition is really quite brilliant,” David said. “The genre of ‘news theme’ is highly stylised. It has to have solidity and trustworthiness, suggest something important is coming and give a sense of immediacy and urgency. Their composition is a piece of music that has depth and power very rarely heard in other news themes.”

Singapore – As travellers seek meaningful engagement with a destination’s culture, people, food and environment, global hospitality brand Ascott is launching a brand refresh of The Unlimited Collection to accentuate its focus on cultural charms. 

This will reinforce the global positioning of The Unlimited Collection as a curated selection of independent upscale hotels in vibrant neighbourhoods that feature exquisite designs and fulfil travellers’ aspirations for authentic and immersive local cultural experiences.

The Unlimited Collection brand refresh is a continuation of Ascott’s Brand360 strategy, a groupwide initiative to strengthen its brand portfolio through sharpened brand stories and the introduction of signature experiences and programmes unique to each brand. Moreover, the refreshed brand’s focus on cultural charms distinguishes The Unlimited Collection as a portfolio of storied hotels featuring exquisite designs in exciting locations.

Focused on delivering unscripted, unchartered, unconventional and unforgettable experiences, The Unlimited Collection accentuates the bohemian charm of cultural enclaves, bringing guests on an adventure in lively neighbourhoods filled with colourful sights, sounds, tastes and personalities. Guests will be treated to a kaleidoscope of festivals, art, music, craft, food and language steeped in local culture that fascinates even the most discerning of wanderlusts.

Embodying the brand essence, Ann Siang House by The Unlimited Collection in Singapore is a restored heritage building nestled on the outskirts of the historic Telok Ayer sub-district of Chinatown, where a multitude of world-class bars and trendy eateries sit at its doorstep. 

In another example, Temple Bar Hotel Dublin by The Unlimited Collection will enhance its reputation as a cultural icon celebrating the best of local Irish music after completing its rebranding exercise. Located along Fleet Street, a vibrant neighbourhood steeped in music, art, culture and history, the hotel is home to Buskers Bar, a lively contemporary bar and renowned landmark, and Buskers on the Ball, an award-winning sports bar.

Another brand signature is The U Shop, a retail concept unique to The Unlimited Collection properties, offering an array of property merchandise created in collaboration with local artists and crafters. Showcasing one-of-a-kind local trinkets and charms, The U Shop ensures that guests can take home a cherished local memento that authentically embodies each destination’s cultural tapestry.

A brand film titled ‘Be a Gen-U: A Generation for Unlimited Experiences’, will roll out on various digital and social channels as part of the brand refresh of The Unlimited Collection. The film illustrates how a Gen-U embarks on an unscripted adventure, exploring charming destinations and immersing herself in cultural experiences to discover what propels her to travel. 

It highlights The Unlimited Collection’s refreshed brand story and signatures through a kaleidoscope of festivals, art, music, craft, food and languages steeped in local culture. A global marketing campaign will kick off on 12 August.

Serena Lim, chief growth officer at Ascott, said, “Our collection brands form a key pillar of Ascott’s growth plans as they enable us to partner with independent owners who wish to preserve the unique identities of their properties while leveraging Ascott’s expertise in hospitality management, supported by our global distribution system and loyalty network. In recent years, we have witnessed increasing interest in Ascott’s collection brands as they offer owners flexibility, ease of conversion and quick time-to-market while preserving the distinctive nature of each property.”

She added, “As a result, we have made good headway with the heritage-focused The Crest Collection brand in the luxury hotel segment, amassing 13 properties in Europe and Asia with over 1,600 units to date. The Unlimited Collection, that focuses on accentuating the unique cultural charms of each property, is our next global collection brand success with eight properties added in the past year. We see potential in further scaling The Unlimited Collection through offering customised support to owners who seek to capitalise on growing guest demand for authentic local experiences.”

Meanwhile, Tan Bee Leng, chief commercial officer at Ascott, commented, “Travellers nowadays are willing to invest more in experiences that are true to local culture. For Ascott, it means building up a brand rooted in the power of discovery and the magic of authentic experiences. As more travellers aspire to embrace the local way of life, The Unlimited Collection rises to the occasion with curated experiential stays that appeal to this emerging breed of travellers who seeks an immersive sense of place.”

She added, “Designed to offer an authentic experience from each destination, every property in The Unlimited Collection is a local landmark featuring exquisite designs that leads guests to intriguing personal discoveries and engaging cultural appreciation. With its refreshed brand focus on the charm of culture, we are confident The Unlimited Collection will foster a deeper connection between our guests and the destinations they visit, making every stay memorable and unique.”

Kuala Lumpur, Malaysia – Oral care brand Darlie Malaysia has partnered with The Shout Group’s creative arm, FCB Shout, to introduce its newest brand campaign titled ‘Closer with a Smile’. 

‘Closer with a Smile’ is Darlie’s newest tagline, developed by FCB Shout in line with the brand’s new regional strategy for all its Southeast Asian markets. 

Accompanying the new tagline is a brand film that reinforces the brand’s purpose of ‘inspiring the confidence to connect’. It also embraces the transformative power of a smile and its ability to break down barriers and spark new relationships. 

FCB Shout’s campaign for Darlie will run across TV, digital, retail, and on-ground activations. And beyond these touchpoints, the full marketing plan also involved the release of Darlie’s much anticipated new packaging, the introduction of a new sonic branding component by way of a brand song conceived by FCB Shout, as well as the launch of two new oral care products: DARLIE Mouthwash and DARLIE Mouth Spray.

Darlie has been working with FCB Shout in a regional strategic capacity since 2021.

Commenting on the campaign, Melissa Wong, marketing director for Malaysia and director of regional brand development at Hawley & Hazel Malaysia, said, “‘Closer with a Smile’ is not the culmination of our journey but rather the start of a new one. We are embarking on a new era for DARLIE, with the clear ambition of fostering a closer and more dynamic connection with our consumers, whoever and wherever they may be. As a brand with a strong heritage in both Malaysia and Asia, we understand the nuances involved in marketing to a diverse audience. ‘Closer with a Smile’ was developed to show that despite our apparent differences, we are ultimately all interconnected, and when we make the effort to get to know one another, good things will happen.”

Tjer, head of creative at FCB Shout, also shared, “When a brand with as rich a history as Darlie decides to undergo a major refresh in terms of communications strategy, messaging, product line-up, and even down to the packaging, it’s equal parts exciting and intimidating for a creative. The conceptualization and production of this campaign were extremely complex, as there were so many moving parts for us to juggle. For instance, we had to ensure that this campaign introduces a fresh side of DARLIE in a big way while at the same time not losing the essence of the brand that millions have come to know and love over the past many decades. But luckily for us, our supportive clients at DARLIE as well as our amazing production partners helped us cross the finish line with better-than-expected results!”

Meanwhile, Shaun Tay, co-owner and chief executive officer of The Shout Group and FCB SHOUT, said, “It’s been a real privilege working with DARLIE on such an important chapter of their brand’s story. From when we first sat down to map out the brand’s purpose, to the launch of this massive campaign, we’ve been all in. And we will continue to be so as we look ahead to helping the brand gear up for growth.”

Singapore – Global bubble tea and beverage brand Chatime has announced a brand refresh anchored on its new brand promise, “Cups of Joy,” which emphasises the brand’s commitment to fostering inclusivity, creativity, and a sense of a global connected community for customers.

The brand refresh aims to capture the vibrant, youthful spirit of the company and appeals to Gen Z around the world–seeking opportunities to create and celebrate in their everyday lives.

From an updated logo and tagline to new menu choices, modernised packaging, and new store designs, all elements of the brand refresh are designed to engage new customers and longtime fans on an emotional level, forging deeper connections as it delivers the fun and flavorful experiences they crave.

Additionally, many Chatime establishments offer customisable options including sugar-free syrups and dairy-free or soy-based milk replacements that contribute to the drink’s increasing popularity. With the continued addition of beverages to Chatime menus, the brand is well-positioned to satisfy the preferences of more consumers and stay competitive in the broader beverage market.

Talking about the brand refresh, Henry Wang, chairman of Chatime, said, “In a changing and often challenging world, Chatime gives people a reason to come together and celebrate all the moments – big and small – that matter to them. Our updated brand is designed to catch consumers’ attention and inspire curiosity and excitement to reward yourself with a cup of joy.”

Meanwhile, Teresa Wang, co-founder of Chatime, commented, “Chatime’s new brand reinforces that we are committed to delivering an inclusive customer experience in every cup. We embrace our customers’ choices and create an atmosphere of community where they can express themselves freely, boldly, and confidently. Our beverages offer value and serve many purposes for today’s consumer, whether they are looking for a moment to rest for their mental health, a social outlet for spending time with loved ones, or simply a means to recharge for the day ahead. We’re here to support our customers with cups of joy.”

Singapore – Mental health services provider Talkspace has launched its updated brand identity, which further embodies its fundamental belief that therapy and mental health support should be integrated positively into everyone’s lives.

Made with brand and digital studio Koto, Talkspace’s revitalised brand spans marketing, website and campaign elements, highlighting the value of therapy experiences and promoting mental health.

Koto’s comprehensive rebrand aimed to reflect Talkspace’s 12-year evolution and the increasing accessibility and normalisation of therapy. Anchored in the Brand Idea ‘Make sense of it’, the new Talkspace emphasises that mental health care should be a regular practice, whether for navigating daily life challenges or addressing trauma or serious mental health conditions.

The Talkspace brand personality embodies the principle of ‘Sense Maker’, assuring members that Talkspace is a trusted partner in navigating life’s chaos and clutter, at a pace that suits each individual.

Talkspace’s fresh look showcases a redesigned brand symbol and refined logo, embodying the essence of the new brand concept while bringing space and clarity through its simplicity. Specifically, the T-shaped brand symbol signifies the versatility and adaptability of therapy, creating room for individuals to make sense of their experiences.

Additionally, Talkspace features a refreshed colour palette that aims to express and uplift, a new typography that conveys Talkspace’s brand values of clarity, emotion, and rigour, as well as two new illustration styles that can lean towards functionality or narrative emotion.

Talking about the refresh, Katelyn Watson, chief marketing officer at Talkspace, said, “We’ve transformed our brand identity to both reflect and celebrate shifts in the mental health landscape, especially the normalisation of therapy and mental health conversations, and the fact that innovation and insurance coverage make quality care more accessible than ever.”

Meanwhile, Joe Ling, creative director at Koto, commented, “Therapy and mental health play a crucial role in self-acceptance and the pursuit of happiness. In Talkspace’s rebranding journey, our aim was to underscore the importance of viewing therapy and mental health as essential practices.”

Australia – Full-service integrated agency Think HQ, alongside its multicultural communications arm, CultureVerse, has announced its new strategic positioning as ‘The Positive Change Agency’, which cements the agency’s core purpose.

Along with the positioning, Think HQ has unveiled a refreshed brand and visual identity designed and implemented by Think HQ’s in-house creative, design, production, and technology teams.

Talking about the refresh, Jen Sharpe, managing director and founder of Think HQ, said, “This refresh tells our story and shows our dedication to actively listening and involving the community in all of our work. It also means we are not defined by one particular service offering. We have spent years building up our in-house integrated capabilities, so rather than the market thinking of us as a creative, PR, events, multicultural, language services, First Nations, technology, or production agency, we have defined ourselves by what brings it all together – positive social change.”

“This is a significant step change for the agency as we enter our next phase—it perfectly captures Think HQ and CultureVerse and reflects our dynamic, diverse, and authentic people who are the driving force of everything we do. We know that while competitors will flirt with the idea of ‘purpose’ or social impact, no one else in the market comes close to who we are and what we do,” she added.
 
Meanwhile, Andy Lima, chief creative officer at Think HQ, added, “The refreshed Think HQ and CultureVerse brands reflect our unwavering vision of delivering communications that support the change needed to create a more equitable, healthy, and sustainable future for everybody. The brief was simple yet challenging to realise: We required ease of application by the whole group while representing our diverse service offerings.”

Singapore – SPH Media has announced its recent revamp of its brand identity, in an aim to better reflect its evolution and ambition as a relentless creator of quality content and experiences, amidst the changing media landscape.

The brand refresh is another milestone for SPH Media’s transformation journey, on digitalisation, audience engagement and talent development, which started two years ago. Throughout the journey, it remained steadfast in its mission to be the trusted source of news on Singapore and Asia.

The refreshed brand includes a new logo that pays tribute to SPH Media’s heritage while capturing the company’s progression. The logo stands for the importance of giving a voice to Singapore and to all those who call Singapore home, while inspiring conversations and providing quality content to enhance the lives of the audience. 

The logo incorporates elements such as the Symbol which reflects SPH Media’s pursuit of quality journalism and content creation, representing the narratives that reflect the identity of individuals and communities. The bold curves, open design of the logo and the choice of colour – harmony blue, come together to evoke a sense of vibrancy, inclusiveness and adaptability. 

Another asset in the SPH Media brand revamp is the so-called ‘The Symbol’, which serves as a secondary graphic, and highlights the significance of the representation, communication, and conversation to the ongoing richness and diversity of Singaporean culture.

Fen Peh, head of corporate marketing and communications at SPH Media, shares, “We are excited to unveil SPH Media’s refreshed brand, a testament to our commitment as the relentless creators of content and experiences. The revitalised visual identity highlights our ongoing dedication to impactful storytelling and providing platforms for essential narratives. The brand refresh also aligns with our transformation journey amidst a highly competitive media landscape, as we continue to evolve our portfolio of news, entertainment and lifestyle media to engage our audience.”

The refreshed brand officially launches today, and will be supported by a social media campaign that will take audiences on SPH Media’s journey from its past to the future, familiarising them with the stories told and SPH Media’s brand identity.

Singapore – Sports company Decathlon has recently unveiled its latest ‘Ready to Play?’ campaign, inviting customers and colleagues to embrace life and sports with a refreshed brand identity and an all new ‘Orbit’ logo. 

Made with creative agency Wolff Olins and AMV BBDO, Decathlon presents an overhauled strategy, visual identity, and overall brand experience, redesigned to more clearly align its 85 ‘in-house’ brands with the overarching Decathlon brand. 

For the campaign, the creative team also developed a fresh approach to art direction involving a greater emphasis on inclusion and enjoyment, serving as an invitation to the public to get involved, steered by the campaign line “Ready to play?”

Going into the details of the rebrand, Decathlon unveiled its refreshed brand purpose, which is to “Move people through the wonders of sport”, giving people an accessible entry to live active lives, and allowing them to experience the joys of the sports that they immerse themselves in. 

Decathlon’s new Orbit logo also expresses their brand identity, serving as a symbol of openness for everyone to embrace it for what it means to them, whether it is accessibility, high-performance, innovation, or a positive impact on the environment.

Decathlon aims to bring its new positioning and identity to life by connecting product to a larger emotion or activity leading with expressive and relatable imagery and captivating content, introducing new merchandising and storytelling, bringing moments of delight through motion, content, and much more. 

Talking about the campaign and brand refresh, Barbara Martin Coppola, global CEO of Decathlon, said, “At Decathlon, we believe that sport has a vital role to play in helping societies to be healthier and happier. Sport helps us to reconnect with our humanity, with the planet, and with our physical selves. So, we took a moment to ask ourselves who we really want to be, and why we exist as an organisation.”

“From this, we wrote our North Star. This is our long-term ambition, and our guiding light to have all the positive impact we can have in the world. Guided by the North Star, a new purpose was born, to Move People Through the Wonders of Sport.”

“We are all incredibly excited and proud to share with you the new chapter of Decathlon. One that will help many people around the world experience the wonders of sport,” she ended.