AUSSIE DOORS AND CABINETS
CASE STUDY
Doors, Doors, Doors!
Aussie Doors and Cabinets is among the biggest producer-to-consumer suppliers of house cabinets, doors, drawers and other cabinetry throughout the Oceania region. Being established in the early 1950s, the company has thrived within its native region. However, the company looked to expand beyond their borders in late 2018, yet felt that their brand which was centralized around their country of origin Australia would alienate foreign audiences. So the leadership at the helm decided they needed to change their focus to break into the new markets.
As part of MK Light's Internship Program, the main objective was to establish Aussie Doors and Cabinets as a brand that could relate to numerous demographics from different walks of life.
The finished product not only had to allow Aussie to establish themselves in their new ventures but still hold and keep the values of the audience that made the brand what it is today.
CHALLENGE
Establish a rebrand that not only connects to Aussie Door and Cabinets new audiences but still engages with the existing audience.
OUTCOME
A new logo, brand materials and marketing campaign that from early brand testing saw a significant increase in brand awareness and engagement among domestic markets.
THE SETUP
The project originated from a discussion between one of MK Light's Executive Directors, Robert Thomas, and Aussie Doors and Cabinets Brand Manager, Camelle Jones. After many back and forth discussions, it was agreed that the project would be completed as the endnote of MK Light's Internship Program.
After reviewing previous projects of the ten internship teams in the program, leadership at Aussie chose their top three options for the project. Ultimately deciding on the internship teams led by the Creative Directors: Jack Piere, John Ruedik and Kimberly King. However, after much consideration, Aussie decided on John Ruedik's Internship team (MaKyle Mares, Rudy Wilson, Ana Walker & Amelia Moon).
THE STARTING LINE
The project officially began with a single day sprint at Aussie Doors and Cabinets main headquarters in Sydney, Australia. With many members of the team teleconferencing in. This is where the team got to have a clearer understanding of the company's main goals and objectives. Seeing where the brand has been and coming to realize where it needed to go.
Ultimately, leading the team to not only create visual identities for the rebrand but establish a new messaging strategy that would represent the company moving forward.
OPENING A NEW DOOR
When creating the new identity, the team worked to build it around the messaging strategy. Allowing the two to work together collaboratively. Drastically shifting gears on what is conveyed to the audience when compared to the previous identity.
The original logo depicted a koala grappling to an opening of a doorway to tie in with the business and country of origins. However, the team worked to create an identity that would still tie together the origins of the brand while not being completely in the face of consumers. With the introduction of orange accents in addition to a new typeface, the callback was meant to be very subtle.
BRAND TESTING
Once the rebrand was established, the project called for brand testing among a small portion of the domestic market. By applying the identity to the company's Adelaide location everything was rebranded, from the building itself to parking lot signage and interior design.
THE NEXT PHASE
Reviewing feedback from the brand testing, the rebrand was significantly more well-received than anticipated. Getting the green light from this performance, the team then began the execution of applying the rebrand across endless items of collateral for Aussie. Including the crown jewel of the company, their master catalog of over 1800+ selections of products.
DOORS! DOORS! DOORS!
After re-establishing the internal structure of the brand, the team then needed to display the rebrand externally through an advertising campaign. Through a campaign named "Doors! Doors! Doors!", the team worked to not only introduce the new identity to the consumer but also convey the new direction of the company.
"We needed to introduce the rebrand of the company, that was key. So we built the campaign around displaying the icon. We did this by introducing different scenes of products to the viewer through the doorways of the icon, giving the viewers a peek of the possibilities of the company through each doorway."
-Project Design Director, Intern MaKyle Mares
CREDITS
CLIENT
Aussie Doors & Cabinets
CLIENT CEO
Charlotte Williams
CREATIVES
Ron Martin (Chief Operating Officer), Danielle Smith (Branding Coordinator), Camelle Jones (Brand Manager)
PRODUCTION AGENCY
MK Light (Internship Program)
EXECUTIVE CREATIVE DIRECTOR
Robert Thomas (MK Light)
CREATIVE DIRECTOR
John Ruedik (MK Light)
EXECUTIVE PRODUCER
Oliver Smith (MK Light)
PROJECT MANAGER
Daisy Cheng (MK Light)
DESIGN DIRECTOR
MaKyle Mares (BOSS Marketing)
DESIGNERS
Rudy Wilson (Hue Palletable), Ana Walker (Brushed Serif), Amelia Moon (MK Light)
