The Challenge

Strategic branding was required for Maxwell Strategic Consulting, who are specialists in designing, developing and implementing enduring strategic and environmental solutions for government and industry.

Brand designers, Percept, were engaged for this consulting firm’s strategic branding project, tasked with a complete rebrand, including brand positioning, brand naming and a new brand identity design.

The Solution

The brand designers of Percept kicked off this strategic branding assignment with a brand workshop. The discoveries made in the workshop determined the consulting firm’s strategic branding in terms of brand positioning and led to the new brand naming, Aestra, that would drive the company forward.

Percept’s brand designers developed a new brand identity that is mature yet fresh, a welcome disruptor in the industry, and this disruption was key to the strategic branding efforts in order for this consulting firm to stand above their competition.

Further to this, the strategic branding and brand positioning visually articulated the idea of ‘strategy for longevity’ through aerial views of Australian landscapes and flexible line work that connects elements and messaging together. Brand designers, Percept, rolled out the new brand identity for the consulting firm across many touch-points including all their marketing communications for both print and digital platforms.