| Australia Post Properties
2009 REBRAND 100 > notable
Industry/Sector: Transportation, Shipping, and Delivery
Brand Asset Management and Implementation
Country Base: Australia
Below: Before Images, Implementation Images, Summary
Summary:
Industry Setting - Australia Post provides mail and parcel services to Australians and has the nations largest physical network of more than 4,500 Post outlets across Australia. The Australia Post brand remains one of the nations most ubiquitous and widely recognized corporate brands.
Challenge - The decision to rebrand was due to many factors including:
Inconsistencies in branding: Branding and signage was managed differently in each state
Australia post had six different brands in their network no rebranding program in the last ten years, meant most of the branding in the retail environment was out of date
Structures in poor conditions, numerous aging signs, cluttered retail environments
Branding strategy not clearly communicated across the business
Strategy - The Australia Post brand was redesigned by Interbrand. The new red/white logo incorporates a postal horn and a circle which represents the global reach of the postal service. Existing Post agencies were rebranded to PostShop and other facilities were rebranded to the red/white Post logo. Signmanager was engaged to implement and manage the national rebranding rollout of over 4000 corporate offices and Australia Post facilities in the retail environment:
Performed Site Audit 4000 sites
Review of signage manual and suggestions for improvement i.e. materials to complement the branding objectives, green materials and alternatives
Tender and award process: localized tender process, three quotes obtained from local contractors achieving minimum 30% savings in branded asset procurement costs by going to the market
Preparation of council applications
Supervision of program rollout
Final inspection process
Quality control, reporting and administration of entire project to supply chain and property retail groups
Ongoing procurement and maintenance
Full stock warehouse and job allocation tracking
Result -
Signmanager was engaged under a five year contract to centrally manage all the branding requirements, achieve consistency in branding and best value procurement.
Signmanager's contract was extended after achieving savings of more than $1 million, and delivering national brand consistency.
Implemented preventative maintenance strategy the ability to track and manage every project, from the installation of a sign in Melbourne to the maintenance of a sign in Sydney
Risk Management: Implementing a brand change in the retail environment exposes a corporation to many areas of risk including: OH&S, Warranties, Electrical/Engineering/Building approvals these are made available on our proprietary web-based system.
Credits:
Client: Australia Post Properties - www.austpost.com.au
Brand Asset Management: Signmanager - www.signmanager.com.au
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