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Ambrose

Why

Catholic Diocese of Parramatta approached Be you not them, to realign their suite of early childhood education and care services into a consolidated brand. The thought of Catholic services for all, rather than services for Catholics was a great insight into the future purpose of the brand.

How

First, we immersed ourselves in the brand by auditing the current brands then coming up to speed through a goal post alignment workshop with dozens of stakeholders – from the CEO to the on-the-ground staff. Then we audited each services existing purpose, vision, positioning and values to build clarity on where we wanted to align the future brand. Data collated and analyzed from the workshop represented a consensus among participants on how we want to be perceived by both our community and internal team to build a strategic foundation of the brand. We built personas around the community that the future brand would serve, and sense checked the brand’s direction against those.

What

The chosen name Ambrose honours St. Ambrose of Milan. Scholar, Doctor of the Church and Patron Saint of Learning and Beekeepers. Whilst steeped in Catholic heritage, the name is not overtly Catholic. It signals our Catholic heritage without discouraging non-Catholics from using our services. Ambrose is a simple, distinctive, memorable and relatively unused name. In keeping with the St. Ambrose brand story, we included the beehive within the masterbrand, in the form of an “A” a symbol of industry and cooperation and by implication, a symbol of social obligation; reciprocal love and friendship.

Our insight of “Learning for life” formed the basis for Ambrose’s brand promise and the new master-brand icon, which was consistently reinforced through our range of designed communications. A Toolkit and Style Guide to be created then we developed an internal launch before focusing on external communications across various touchpoints.

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Be You – Newcastle

50 Park Royal Drive, Floraville, NSW Australia
02 800 500 47
studio@beyounotthem.com

Be You – Sydney

19-21 South Steyne, Manly NSW 2095 Australia
02 800 500 47
studio@beyounotthem.com

Brand Strategy

    Brand Architecture
    Brand Auditing
    Brand Positioning
    Brand Strategy
    Co-Branding Opportunities
    Competitor Analysis
    Market Research
    Nomenclature (Brand Naming)
    Path to purchase mapping

Brand Design

    Brand Applications
    Brand Asset Development
    Brand Development
    Branded Environment
    Branding Guidelines
    Branding Identity Systems
    Brand Language
    Online Brand Presence
    Signage, Including Way-finding
    User Experience
    Packaging design

Brand Execution

    Brand Activation Planning
    Brand Compliance & Trade Marking
    Brand Launches
    Brand Management
    Brand Merchandise Inc Uniforms
    External Communications
    Internal Engagement
    Internal Launch Strategies

® Be you not them 2022

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  • WHY (OUR THINKING)
  • WHAT (OUR WORK)
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  • BRAND STRATEGY
    • Brand Architecture
    • Brand Auditing
    • Brand Positioning
    • Brand Strategy
    • Co-Branding Opportunities
    • Competitor Analysis
    • Market Research
    • Nomenclature (Brand Naming)
    • Path to purchase mapping
  • BRAND DESIGN
    • Brand Applications
    • Brand Asset Development
    • Brand Development
    • Branded Environment
    • Branding Guidelines
    • Branding Identity Systems
    • Brand Language
    • Online Brand Presence
    • Signage, Including Wayfinding
    • User Experience
    • Packaging Design
  • BRAND EXECUTION
    • Brand Activation Planning
    • Brand Compliance & Trade Marking
    • Brand Launches
    • Brand Management
    • Brand Merchandise Inc Uniforms
    • External Communications
    • Internal Engagement
    • Internal Launch Strategies
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