Generate
A Brand Uniting the B2B Marketer Community Across Australia and New Zealand.
OVERVIEW
We teamed up with Generate to create a brand that brings B2B marketers in Australia and New Zealand together. We kicked things off by nailing down their brand strategy - figuring out what Generate's all about and where they're headed.
Next, we designed a cool logo and identity system, playing with colours that give a nod to both countries. To keep everything looking sharp, we put together easy-to-use brand guidelines. These show the Generate team how to use the logo, colours, and fonts across all their stuff.
The whole idea was to build a brand that feels like home for marketers on both sides of the Tasman. In the end, we handed over a complete package: strategy docs, logo files, and a digital style guide to keep everyone on the same page.
LOGO
The Generate logo embodies collective growth in marketing. Its ascending angle, precisely 23 degrees, symbolises the community's unified progress. The design reflects Generate's core values: honest dialogue, confidence-building, and celebrating successes. It visually represents members ascending together on their marketing journeys.
LOGO ICONOGRAPHY
Alongside the 'G', we designed five distinct lines at 23-degree angles, a nod to Australia's Southern Cross. This iconography cleverly blends Generate's identity with a symbol of national pride. The result is a uniquely Australian / New Zealand icon representing marketing progress and community gathering and collaboration.
COLOURS
We selected a vibrant green and yellow-gold as primary colours, representing Australia's spirit. Deeper shades were incorporated to acknowledge New Zealand's identity. This thoughtful palette unifies the trans-Tasman marketing community, balancing energetic optimism with professional depth across all brand applications
VISUAL APPLICATION
We brought Generate's brand to life across various physical touchpoints. Eye-catching posters, bold event banners, and stylish tote bags showcased the new visual identity. These applications ensured a consistent brand experience at events and beyond, reinforcing Generate's presence in the marketing community.
PROJECT SCOPE
For Generate, we'll create a brand identity that unites B2B marketers across Australia and New Zealand. We'll develop their brand strategy, design a logo and identity system, and produce a comprehensive style guide. Our goal is to deliver a cohesive brand supporting Generate's community-building mission.
SERVICES
Brand Strategy
Logo & ID Systems
Brand Style Guides
TESTIMONIAL
I worked with Jo and Long to help ideate and create the brand for Generate and it was great to work with people who really get branding. They had a framework to learn to understand what our organisation was really about through their interviews, making the process detailed but also a breeze for us. Jo and Long delivered a brand that matched what we were looking for -- fun, playful, but one that delivers a lot of value. If you want help to create a distinctive brand, make sure you chat with Jo and Long!
