Redback Connect helps Australian and New Zealand organisations connect through innovative tele, web and video conferencing services, and digital events. Over time, Redback had expanded their service offerings from conferencing solutions to collaboration solutions and digital events. Their business had evolved and their previous name and branding did not reflect their current offerings.
This meant Redback needed new, consistent branding to reflect connectivity and differentiate between their core product pillars of Collaboration and Digital Events. Without defined brand guidelines, everyone that joined the organisation used their own version of the branding, resulting in a severe lack of consistency that diluted the strength of Redback’s reputation.
Pre & Post
The outcome was a clearly defined brand that reflected the Redback’s culture and core values. One that will carry them from where they are now, to where they are planning to take the business and their service offering in the coming years.