Project Commissioner

Experient

Project Creator

THERE STUDIO

Project Overview

Founded on the idea of pushing the boundaries for the beautification of spaces and places, industry-leading signmakers Scaffad & Bespoke signage specialists Spike are two businesses due to be unified under one organisational group banner – as Australia’s experts in format, finishes, and fabrication.

Team

Matt Player Mansur Amiri Ebony Goh Elizabeth Carruthers Dean Hazelgrove

Project Brief

Both established and trusted businesses in their own right, Scaffad and Spike’s design brief was to unite their offer under a single group-level brand. A new vision that would make clear the unique partnership and broad capabilities that existed between them – and provide the platform for their future growth as a collective. The creative brief called for defining a new brand architecture, the development of a new group name, brand strategy articulation and a new visual identities to tie them all together.

Project  Innovation/Need

We undertook a nomenclature generation exercise that determined the new name group name ‘Experient’ inspired by its meaning ‘to have an experience’. A name that aligned with their decades of specialised expertise along with the idea that they create memorable and experiential places for people. The Experient Group specialises in amplifying its creative partner’s ideas, and through innovative materiality and engineering advice, they produce bold, well made signage that delivers real impact. As part of the brand framework we facilitated a brand discovery phase that led to a brand articulation output. We distilled their new brand positioning into one aspirational, brand-defining line ‘Ideas. Innovated for impact.’ The brand language along with the Experient logo was inspired by the idea of 'flying the flag' as Australia's leaders in signage-related services under one banner. To support this idea, a series of abstracted graphic flags that symbolised their wide network of expertise, collective strength and unrivalled reach throughout Australia. The flag graphics also serve as bold, photographic frames to showcase their striking work. Bringing colour and vibrancy to the brand whilst helping to maintaining a predominantly monochromatic palette.

Design Challenge

The design challenge for this project was that we had to create synthesis between two existing and established brands whilst infusing them under a new group level brand identity. To achieve this, both the original Scaffad and Spike brands were also reviewed and redesigned in line with the overall group brand, creating a stronger visual connection between two talented arms of the Experient Group. As part of the identity rollout, we developed a brand launch video, print collateral vehicle livery, social and digital assets, uniforms and presentation decks. As well as the production of a large-format quarterly newspaper-style broadsheet Experient Quarterly, designed to showcase recent work and industry insights – delivered in an altogether more tactical and tangible touchpoint. The new Experient brand successfully brings together two trusted names in Australian signage under the one umbrella. Allowing them to fly the flag for future-shaping environments for years to come.

Sustainability

It was important that any design aspects needed to consider sustainability, both in the initial design process, but also in the reliability and permanence of the materials used in the final outputs. We produced a printed broadsheet using recycled paper stock with organic inks. We also encouraged the client to think digital – we produced a dynamic and vibrant brand video that is featured on their main group website.