Brand Story

Redefining value for clients and teams

A refreshed strategy for a 30-year old innovator

Leading Melbourne university RMIT is the pioneer of one of the country’s foremost online databases for Australasian and international content, Informit. Originally created some 30 years ago for RMIT’s students, researchers and librarians, today Informit’s unique collections with rare content are highly desirable by libraries and universities worldwide. 

With new technology improvements to the user experience, future-proofing Informit necessitated a refresh of the brand’s purpose and re-positioning to ensure its evolution in line with the values of its audience. 

By reshaping the brand’s strategy to reflect a customer-centric perspective, Informit would be better placed for growth, loyalty and success.

Brand Discovery

A series of focus groups, surveys and interviews determined Informit’s brand value perceptions among key customers. The process revealed that a refreshed position beyond ‘content aggregator’ would allow Informit to reflect existing and future customer wants and needs. It also uncovered an opportunity to better define the brand’s other services.

Brand Strategy

The brand’s new direction was developed during strategic workshops with Informit’s team to redefine brand values, value proposition and brand positioning to support its business strategy.

Informit’s new positioning – the leading destination to seek, share and gain knowledge – puts the brand in good stead to attract leading researchers to share their insights on the Informit platform to the people who seek knowledge critical to their own success.      

Brand Creation

A modern refresh takes design cues from RMIT’s brand and leverages Informit’s 30-year history of innovation and credibility. Secondary brands for Informit’s supporting product suite were created to clearly define its extensive and flexible solutions. 

In addition to a redefined brand narrative and brand guidelines, we created new marketing collateral including website content and design, email marketing, flyers, sales proposals and social media content strategy. 

Brand Discovery

A series of focus groups, surveys and interviews determined Informit’s brand value perceptions among key customers. The process revealed that a refreshed position beyond ‘content aggregator’ would allow Informit to reflect existing and future customer wants and needs. It also uncovered an opportunity to better define the brand’s other services.

Brand Strategy

The brand’s new direction was developed during strategic workshops with Informit’s team to redefine brand values, value proposition and brand positioning to support its business strategy.

Informit’s new positioning – the leading destination to seek, share and gain knowledge – puts the brand in good stead to attract leading researchers to share their insights on the Informit platform to the people who seek knowledge critical to their own success.      

Brand Creation

A modern refresh takes design cues from RMIT’s brand and leverages Informit’s 30-year history of innovation and credibility. Secondary brands for Informit’s supporting product suite were created to clearly define its extensive and flexible solutions. 

In addition to a redefined brand narrative and brand guidelines, we created new marketing collateral including website content and design, email marketing, flyers, sales proposals and social media content strategy. 

Our work

Brand workshops
Brand framework
Brand creation
Brand refresh
Brand guidelines
Website
Social media content strategy
Marketing collateral

 

VIEW PROJECT