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Project Overview
Officeworks is a brand that’s always been about making bigger things happen. Since the start of the pandemic, the way people work, learn, create and connect shifted. Times had changed—but the Officeworks brand hadn’t. We enlisted a multi-disciplinary Principals team to help deliver a comprehensive rebrand program that included an in-depth qualitative research program, brand strategy and personality, brand voice and visual identity.
Team
Tim Riches, Group Strategy Director Charlie Rose, Associate Strategy Director Michael Thebridge, Senior Writer Cera OGrady, Account Director Arthur Cortez, Account Manager Martin Hopkins, Creative Director Rhiannon Folpp, Senior Designer Darren Swain, Design Director Yolanda Koning, Design Director Carolina Relander, Senior Designer David Cunningham, Head of Production Officeworks: James Sterling, Head of Brand Design Kimberley McClure, Private Brand Manager Jane Kanokvaliwongs, Brand Project Lead
Project Brief
Research shows Australians like and respect Officeworks, but there was an opportunity to bring more dynamism and joy to the brand by tapping into a collective love of stationery, technology and art supplies. As a result, the updated brand identity was designed to drive effective and expressive communications, as well as an improved experience in store. It equipped Officeworks with the tools to match a sense of possibility with playfulness. It enables them to express themselves through a personality that’s dynamic, joyful and onto it – so they can empower customers to grow every day.
Project Innovation/Need
We embraced the well-known blue and red colour palette and the dash within the logo was made central to the design system. The dash drives recognition across all communication tiers and channels, ensuring an undeniable Officeworks presence in everything they do. We also developed a new brand character – OWen – which was derived from their master logo. It’s a shorthand version that has been created for use in digital channels and Officeworks internal environments, bringing impact and a bit of fun to small formats.
We needed to position Officeworks as the ally of everyday Australians. The brand voice positions Officeworks as a co-pilot and partner in creativity, a brand that’s indispensable, onto-it and empowering. A flexible voice that effortlessly invites customers to explore more possibilities and naturally provides helpful tips to solve issues.
Design Challenge
The brand refresh needed to reflect the blurring of professional and personal situations — especially in a time when your “office” could be anywhere from the kitchen worktop to your kid’s bedroom. It needed to be more personality driven and reflect the evolving customer offer across art supplies, education resources, stationery, office furniture, workplace supplies and the latest technology.
Effectiveness
The result of our collaboration is an expressive and personality-rich brand that solidifies Officeworks' position as one of Australia's top retailers and strongest brands. At a time when a whole workforce of Australians suddenly needing to work from home during COVID-19, it’s no surprise to see the retailer take home third place in Brand Finance's annual "strongest brands" report.
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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