A branding exercise to match digital profile.

The brief

Darwin Visual Arts Association (DVAA) needed a brand refresh. The organisation had recently undergone a significant change, with a new office and gallery location, as well as a new Board and administrative staff. These changes allowed the organisation to reflect on where they fit within the community, who their core target market was, and also how their public persona is depicted.

Captovate’s role was to provide a blueprint for a brand redevelopment and implement the branding within a new website.

THE RESULT

Captovate conducted a workshop with a focus on brand recognition to establish:

• The personality of the organisation
• What people think and feel when they think of the DVAA brand?
• A logo design that is an emblem of all that a brand encompasses
• A story
• A connection with the service offering
• Brand values
• Visual identity.

The workshop not only identified the core business areas of DVAA, but it also sought to uncover the passion and drivers of the people behind DVAA. The workshop formed the basis of the instruction provided to Captovate’s graphic design team to develop the visual brand. 

A significant decision was made during the workshop, to shift the organisation from being DVAA, to just DVA.

BRAND DESIGN

When developing brand, you first need to develop a brand story. One that resonates with the audience as well as the internal team and board. A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your business. 

We don’t do things by halves at Captovate. The first roll-out of the design was delivered on a large scale as building signage. Other deliverables for brand design were corporate documentation, brochures, cover pages, signage, posters, banners, website banners and wall art.