Redback Connect helps organisations connect and collaborate through innovative tele, web, and video conferencing services and digital events. Over time, the company expanded its service offerings from conferencing solutions to collaboration solutions and digital events.
Initially operating under Redback, the company also functioned without defined brand guidelines, and everyone that joined the organisation used their own branding styles. The result was a severe lack of consistency across Redback channels, which diluted brand recognition and reputation.
Redback needed new, consistent branding to reflect connectivity and differentiate between their core product pillars for Collaboration and Digital Events. How could Pounce evolve the Redback name and branding to reflect the brands diversified offering?
Pounce recommended and undertook an end-to-end brand reconceptualisation for Redback Connect. When it came to the logo, Redback wanted to retain the vividly Australian redback spider but present it in a more modern way. The Pounce design team explored different concepts, with the final logo representing a Redback Spider in a stylistic nod to digital design and technology.
Pounce also helped organise the internal launch of the new brand. Every team member received a pack which included new business cards, brand collateral and t-shirts. Nearly every element of the brand’s look and feel was readjusted to better reflect Redback’s position as a company. The final result was strong, inclusive branding that reflected the new company and business direction.
“Working with Pounce was absolutely brilliant,” said Mona Lolas, Redback Connect CMO. “This was the first time Redback has been able to take our brand to market and Pounce have been absolutely pivotal in making sure that it was successful.”