GRAVITY DESIGN 2016

ARARAT ARTS PRECINCT: A BRAND REVIEW.

Prepared by GRAVITY DESIGN

UPDATE> AUGUST 2016

1.

GRAVITY DESIGN 2016

2. CONTENTS3: BACKGROUND UPDATE

4: BRAND MARK PERCEPTIONS

5: A COMPELLING OFFER

6: FAMOUS FOR

7: ARCHETYPES

8: BRAND ARCHITECTURE

9: BRAND PROPOSITIONS

10: A BRAND NARRATIVE

GRAVITY DESIGN 2016

3. BACKGROUND

The Ararat arts precinct redevelopment will become a regionally significant arts precinct housing both the Ararat Performing Arts Centre (PAC) and the Ararat Regional Art Gallery (ARAG). The redevelopment will not only improve the Ararat Town Hall’s amenity and access but it will benefit Ararat by establishing a cultural tourism destination offering major art exhibitions and performances plus attracting conferences and events to the region.

The redevelopment will provide complementary additions to the existing heritage-listed Town Hall with contemporary spaces that will enhance the visitor experience and importantly, enable the Gallery to present its nationally important textile art collection and major exhibitions.

With significant investment from the Council it is clear Ararat City Council recognises the importance and value to the region that a thriving, relevant and culturally significant arts precinct will bring. To effectively communicate this forward thinking strategy it is critical the brand strategy complements this thinking; clearly and evocatively representing both the precinct and the arts organisations.

As such Gravity Design has been briefed on a review of current brands, an investigation and recommendation on potential brand architecture for the precinct, PAC and The Gallery.

GRAVITY DESIGN 2016

3a.BACKGROUNDFollowing a briefing session with Anthony Camm, Director, Gallery and Neil Manning, Director of Council Services, Ararat City Council, the Gravity team facilitated a workshop with key stakeholders from The Gallery, PAC, users of the facilities (not including program attendees) and Council team members. The Workshop was designed to gauge current perceptions of the brands – not only the overall impression each brand delivers but also how each brand presents its product, represents its position/place, value, vision and mission and “personality”. It was important to take both internal and external views, impressions and perceptions into account. The attendees worked in groups of at least five to facilitate discussion and each group provided their perspective and understanding to the questions, issues and opportunities.The findings from the workshop have been collated, synthesised and summarised in this document.

Based on this summary Gravity has commenced on the next Phase of the Brand review which includes brand architecture and proposition for the arts facilities. The purpose being to identify the potential for rebranding the organisations to either stand alone from each other, to connect with each other - to become a brand family.

The workshop identified a key item – the opportunity to underpin the brand Ararat with a clear positioning. With this in mind the positions taken by the Gallery and PAC could effectively boost and complement the overall Rural City of Ararat brand strategy.

GRAVITY DESIGN 2016

3b. WORKSHOP ATTENDEES

TABLE ONE

GALLERY STAFFAnthony CammWendy StevensKylee WhitingMaureen Sladdin

TABLE TWOGALLERY USERS Jiah Harrison, Gallery volunteer and local artist

Robyn Whitford, Ararat Art Group

Sue Kennedy, Gallery volunteer and local artist

Sue Cunningham, Ararat Regional Art Gallery Advisory Group

Debbie Herd, Ararat Regional Art Gallery Advisory Group

Caz Hamilton, Ararat Art Group

TABLE THREE

ARARAT PAC STAFF Russell Potter Sue Brown Helen Ferguson

TABLE FOURPAC USERS Jodie Holwell, Ararat Musical Comedy Society

Jenny Lelieveld Ararat Theatre Company

Deb Colley, Ararat Theatre Company

Tess Tonks, Marian College

TABLE FIVE

ARARAT RURAL CITY COUNCIL Bernd Neubauer Joel Hastings Alison Tonkin Tim McDougall

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3c. KEYSTAKEHOLDERWORKSHOP

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THE CURRENT STATUS- WHAT IS OUR ROLE

GALLERYAcquisition, exhibition of contemporary textiles

Community engagement programs

Exhibit touring exhibitions

Children’s programs

“Enriching the cultural life of the community

through visual arts experience and attract

visitation to contribute to Ararat’s economy.”

“Enrich audience experience of contemporary

and textile art.”

Curate and present exhibitions independently

and in collaboration with arts institutions.

PACEntertain the community

Present theatre

Provide entertainment space

Conference and regional events.

3d.

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WHAT WE DO WELL3e. GALLERYProfessional programing, curation and installations Promote gallery collection Knowledgeable staffExhibits textiles wellWelcomes touristsEncourages local art groups and exhibitionsPresents touring exhibitionsPunches above its weight Presents diverse, contemporary art exhibitionsDelivers children’s programsManages spaces wellEffectively engages audienceGood Teamwork High quality PR, catalogues, articles and overseas publications. Consistently increased attendances over past 6 years.

PACPromotes PAC and Ararat to local/regional touristsFacilitates theatre musicals, dance, eisteddfodsHosts events such as festivals and private functionsWelcome touristsBrings touring showsUnderstands community needsMeets funding requirementsWell organised with future bookings in place Customer serviceCommunity engagementAccessibleProficient technical servicesServes the community ie: free concertsHub for community.

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WHAT SHOULD NOT CHANGE3f. GALLERYStatus as an independent gallery pursuing excellenceHigh standards and quality programming Free admission, opening hours Frequently changing exhibitionsHeritage componentFocus on building collection“Avant garde” personalityFocus and reputation in textile artsWelcoming staffInclusive visitor experiencesCommunity use and development

PACReputationExcellent rapport with hirers and professionalsStable staffing, with a positive attitude towards the PAC brandAffordability for community and groups. “Should not become elitist”“Accessibility for not for profit groups. Every community group should feel like its their home. “Community use and developmentMultifunction role and flexibility

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WHAT COULD BE BETTER?3g. GALLERYEngagement of the wider communityUtilisation of space/arts and craft roomGreater focus on inclusivenessSubstantially increased attendancesBetter signage/visibilityIncreased collaboration between PAC and the Gallery with performers in the Gallery space.Introduction of Traineeships, developing skills – curating etc. Encouraging schools to collaborate and encourage youth performance (with PAC).

KEY TAKEOUTImproved branding, marketing, collateral, merchandise and promotionsIncreased advocacy and harnessing community supportMore effective fundraising eg: set up a foundation for future funds. Integration of artists with music and exhibitionsOwn websiteIncrease membership for instance - establish a Friends of the Gallery

Louder unique voice and

marketing presence

Collaboration/Integration

Engagement with:

-Youth

- Community

- Members

Greater inclusiveness

Website and communications

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WHAT COULD BE BETTER?3h. PACMarketing and communications, collateralIncrease attendanceMore sell out showsMore engaging youth eventsBetter food and cateringImproved technologyOwn website.Targeted advertising – to audience by size, type and dynamics. More collaboration between PAC and the Gallery.

Art displayed in the foyer, costume displaysDiscounted hire for local groupsBetter membership program/ subscriptionsTraineeship for lighting sound etc. External signage to promote interior.

KEY TAKE OUTLouder voice and marketing

presence

Greater sense of place and

sophistication

Collaboration/Integration

Engagement with:

- Youth

- Members

Website and communications

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WHAT COULD WE BE?3i. GALLERYA focus on fibre and textilesFocus on excellence with a high percentage of Australian textiles, built on a history of 40 years, high level of curation and presentationUnique contemporary collectionsGo to place for Australian contemporary textiles and innovative art. AUSTRALIA’S LEADING TEXTILE ART DESTINATION AND CONTEMPORARY TEXTILE ART EXPERIENCE.

Civic centre/ Tourist hub offering a diverse, accessible experience

Architectural heritage with the iconic tower

An architecturally significant, award winning redevelopment, with the best flexible performance and exhibitions space that people want to visit, stay, spend and remember.

PHYSICAL HUB FOR THE ARTS AND FOR THE COMMUNITY.

The best gallery of Australian textiles in the world. Hub for artists in resident, workshops for all agesTap into the Grampian Textures theme. Premier stopping off point on the western highway between Melb and AdelaideHigh quality artwork for sale in integrated shop from local artists.Featured merchandise. Independent website.

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WHAT COULD WE BE?3j. PACArarat’s home of entertainment

For functions: to provide the best facility, staff, usability in regional Victoria.

To provide a unique and proven place for the performing arts and other events such as conference, balls .

To be a trusted place for performances and events.

The home of the local performing arts community.

Every community group should be able to treat it as their home – ie affordable.

Embracing all forms of performing arts. Eg: dramas, plays, dance, comedy, school performances and professional artists.

Facilitating community events such as balls, debutantes, conferences

Encouraging the community through local theatre groups and mentoring, and encouraging confidence, self esteem and social skills.

A focal centre for the complete experience. Accessibility and diversity of experience, with the gallery, coffee shop and perhaps a centre for moving images?

FIRST CHOICE FOR PERFORMANCE AND EVENTS FOR THE REGION. Encourage tourism to region as part of timetabling.

Non elitist – a place for the whole community (inclusive)

Open and welcoming, variety of theatre – both local and non local.

Civic centre/ Tourist hub offering a diverse, accessible experienceArchitectural heritage with the iconic tower

An architecturally significant, award winning redevelopment, with the best flexible performance and exhibitions space that people want to visit, stay, spend and remember.

PHYSICAL HUB FOR THE ARTS AND FOR THE COMMUNITY.

GRAVITY DESIGN 2016

AUDIENCES GALLERY3k. WHO WE HAVEArarat – 43%, Regional - 30%, Melbourne – 18%, Interstate – 7%, International – 2%.School groups – Ararat and regional.Textile enthusiasts and practitioners – mainly women 50 – 70 years. Tourists: pensioners on day trips, families on holiday – especially school holidaysUni students – especially from MelbourneHistory and architecture buffsLocals, friends and seniors groups.Travellers – older and mainly couplesArtists plus their friends and family.

WHO WE WANT

Return visitorsMore textile audiencesNon-traditional art audiencesLOCALS, FAMILIES, SCHOOLS, KIDS 20 – 30 somethings to develop into our next longer, loyal audienceTextile makers (as the textile Mecca)MORE INTERNATIONAL AND NATIONAL TOURISTSMore older people (Baby boomers)More from metro areas More Art loversYounger textile artists and crafters - the “nanna chic” aesthetic.

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AUDIENCES PAC3l. WHO WE HAVESchools, parents and studentsAmateur actorsDance groupsPerformance groups of all agesOne act play Fest – theatre companies from statewide – 15 – 80 years.School performances – primary to secondary and familiesRetirement village, seniors and aged care facilitiesLocal theatre groupsEisteddfod, brings hundreds from across the state for dance and music. Jail house Rock Fest, from across the state – all ages.

WHO WE WANTWHOLE COMMUNITY, LOCAL, REGIONAL, STATE. Top quality acts and well known performersGovernment agencies and corporate hiringsMusic and theatre lovers of all agesPeople from the whole rural city, farmers etc who travel from up to 50 km awayTOURISTS, OVERFLOW FROM J-WARD AND ARADALE TOURS Engage 20 somethings

GRAVITY DESIGN 2016

WHAT KEEPS US UP AT NIGHT3m. GALLERYBudgetary restraintsLimited staff and resourcesPublic assumption and perception re elitism Councillor and council management supportLIMITED VISITOR EXPERIENCE – difficult to attract return visitationVISIBILITYSmall population base to draw fromSingular visitors.

LACK OF CLEAR BRAND FOCUSCommunity expectations and perception that community art and kids art attracts crowdsToo specialised, needs a better balance of art, more diversification.

GRAVITY DESIGN 2016

WHAT KEEPS US UP AT NIGHT3n. PACBudgetary restraintsNegative perceptions of elitism (arts are elitist) Need to influence the influencersRaise community awarenessCombat ignoranceImprove education. Changing mind-set of local communityNegativity towards council spendingLimited staff and resourcesMore community involvement and ownership

APPEARANCE NEEDS TO BE MORE INVITING. BuildingVolunteer base, resources and funding. Cost to local users is high Lack of technical upgrade – lighting and sound board. Costs of promotion of entertainment and marketing “Perception that art isn’t needed, spend money on sports instead”“MORE BUMS ON SEATS”Maintaining enthusiasmLack of respect for what we do

GRAVITY DESIGN 2016

On 3 December 2015 Gravity presented a recommended approach to the brand proposition and architecture for the Ararat Regional Art Gallery (Gallery) and Ararat Performing Arts Centre (PAC), with reference to the closer co-location and precinct renewal that will result from a redevelopment of the Ararat arts precinct.

The current brands were reviewed to consider if they were relevant to the vision of the redevelopment or whether band renewal was required.

The recommended position firmly placed the Gallery as one of the leading presenters and collectors of contemporary textile art in Australia – a gallery that will delight and surprise visitors and position Ararat as a

unique cultural destination.

The PAC was positioned as the creative heart of Ararat and Grampians region – as both a dynamic presenting of professional performing arts product and as a flexible and accessible performance and events space accommodating active community usage.

Following the presentation, the brand review was revised for the following reasons:

- The appointment of a new PAC coordinator

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-

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A new artistic direction was introduced at the PAC

Expansion of the project with further funding received

A closer co-location of Gallery and PAC reception, staff offices and operating hours were introduced through the redevelopment project and a need to consider the impact of brand architecture on wayfinding.

In response Gravity Design has revisited the architecture, archetype and proposition for the Gallery and the PAC. This step has informed the final positioning, persona and narrative for both institutions.

3o. FURTHER DEVELOPMENTS

ARARAT Cultural Precinct will become an effective endorser of the Gallery and PAC. Rather than focussing on Ararat Town Hall as a notable landmark, or being arts-specific by using the redevelopment project name, Ararat Arts Precinct, ARARAT Cultural Precinct introduces a wider frame of reference. ARARAT Cultural Precinct does not need to be a logo or word mark - it can be purely a title treatment. This will create a framework in which to connect the new Gallery and PAC brands and firmly locate them in a well understood and historically defined cultural and heritage precinct.

ARARAT Cultural Precinct will allow for the future expansion of branding and marketing to encompass cultural services (gallery, PAC, library), heritage features (Town Hall, gardens, Shire Hall, War memorial) and cultural activities (festivals, markets, future outdoor performances) to distinguish the precinct as a unique and special attraction. The positioning embraces and co-opts the existing organic identity of the site historically known as Ararat Market Square.

Proposed Positioning:

ARARAT Cultural Precinct

Together with the opportunity for the Gallery to continue to build its voice and influence as a leader in contemporary textile art and to flag the creative energy in the new programming for PAC, Gravity recommends honing the brand architecture to focus on two experiential brands, each with a specific offer. The current names are:- Ararat Regional Art Gallery- Ararat Performing Arts CentreGravity Design recommends brand renewal with new, fresh and appealing brands (names and logos) for both the Gallery and PAC that meet the aspirations of this landmark arts redevelopment project.

Each brand, whilst represented by individual brand characteristics, will be strongly connected to Ararat. This creates an opportunity to build Ararat's arts and cultural positioning that should not be missed, especially given the redevelopment project’s intention to drive economic growth through cultural tourism.

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BRAND MODEL

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ARARAT will become the connecting tissue for the two experiental brands.This will be important to ensure the brands can be effectively integrated into signage and wayfinding.

Establishing and ARARAT Cultural Precinct will help to position Ararat as a significant arts and culture destination.

Each of the refreshed brands for PAC and the Gallery will have

elements of commonality included in their graphic treatments.

These will be the threads that hold the brand family together.

This approach will create space for Ararat's resident arts institutions (the Gallery and PAC) to promote clear, engaging, independent (but connected) brand identities befitting their reputations and aspirations.

BRAND MODEL

An Endorser brand family approach will give both the Gallery and PAC a sense of place inherent in a link: ARARAT.

r.

To build on the opportunity to position ARARAT as the cultural heart of the region, 'ARARAT' will become the key connector in the naming architecture.

NAMING

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The 'endorser' positioning: ARARAT Cultural Precinct will connect

the PAC and the Gallery through:

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-

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s.The Gallery Advisory Committee has considered naming and has recommended strengthening the textile art aspects of the Gallery’s brand. It is proposed that the Gallery removes “Regional Art” from its name and returns to using:

ARARAT GALLERY ARARAT REGIONAL THEATRE

ARARAT GALLERY:TAMA

Australia. s

targeted.

The PAC will also be renamed. This is an ideal opportunity to celebrate and flag the energy and creativity of the new programming. And, to adhere to the maxim of simplicity and clarity, the new name will be:

NAMING

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4. BRAND MARKPERCEPTIONS

GRAVITY DESIGN 2016

OUR BRAND MARKS NOW? FUTURE?4a. ARARAT GALLERYPrestigiousHard and angularAloofConservativeStreet coolSimpleSmartPlainUninterestingForgettable RAG = TextilesSubtleColours don’t represent textilesStitches need definition

ARARAT GALLERYIntuitive Innovative Inspirational Stylish and fresh

GRAVITY DESIGN 2016

OUR BRAND MARKS NOW? FUTURE?4b. ARARAT REGIONAL THEATREGenericNot specificTraditionalConservativeFocus on theatrical - limitingOld fashionedPredictableStaleBoringForgettableOldPoor qualityNot contemporarySimilar to other PACsNo point of differenceNo reference to location

ARARAT REGIONAL THEATRE PassionateEngagingEncouragingEnchanting

GRAVITY DESIGN 2016

THE THEATRE AND THE GALLERY SHOULD TOGETHER ARTICULATE A MORE COMPELLING ARTS OFFER 5.An entertainment and community space, an iconic and aging building, a small gallery with a recognised focus – textiles. We are small in stature, parochial, yet friendly, warm and easy to work with.

TOMORROW WE COULD BE :

Thought leaders – an arts and cultural hub for the region. We will become the creative heart of Ararat and surrounds. We will be the foremost contemporary textile museum in Australia, we will be the most popular and respected performance venue in regional Victoria.

NOW WE ARE SEEN AS: BECAUSE:We will offer excellent facilities for performing and visual arts with a place for the nationally renowned textile collection, popular performing arts program and community events... and a schedule of thought provoking and entertaining performances.

HOW: We will present multilevel, cross programing throughout the year – connecting the gallery and the theatre and the events space with relevant, engaging and accessible programs for inter and intrastate tourists, for the local community, for arts aficionados and for students across Victoria.

GRAVITY DESIGN 2016

WE WANT TO BE FAMOUS FOR:6.ARARAT GALLERY:

Punching above its weight, ARARAT Gallery:TAMA will be recognised as an innovative, intelligent and engaging visual arts space.

ARARAT REGIONAL THEATRE

ARARAT Regional Theatre is an imaginative and appealing entertainment program and the Theatre is proud to be a regional performance hub.

GRAVITY DESIGN 2016

WHY A BRAND ARCHETYPE7.Archetypes are based on, and reflect, profound human motivations and tap into our sense of meaning.

Each archetype represents a different persona and each persona is a collective of personality attributes.

Archetypes are universal characters or images.

They exist across cultures and have been used in literature, art, myth and religion to influence behavior and thought.

Identifying a brand archetype is the a step towards the development of a powerful brand personality.

Agreeing on a brand archetype helps to make your brand distinct in a cluttered world.

Defining your brand archetype helps to conjure up a common mental picture of how your brand should look, sound and behave.

All archetypes are created equal. The choice of the appropriate archetype should result from the understanding of the brand, the competitive environment and the relevant consumer motivations. “Hero” is not necessarily better than “Innocent”

Choosing the right archetype is a strategic decision about the future personality of your brand and your clients have informed the potential for your brand.

CAPTURING THE PERSONA OF YOUR BRAND WITH BRAND ARCHETYPES:

GROUP ORIENTATED

SELF FOCUSED

CHANGE

ORDER

SAGE

EXPLORER

CHAMPION

ENTERTAINER

OUTLAW

MAGICIAN

NURTURER

CITIZEN

LOVER

RULER

CREATOR

INNOCENT

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7a.

ARCHETYPE TRAITS1. MAGICIAN

KEY TRAITS: Innovative clever gifted intuitive change maker lateral

2. OUTLAW

KEY TRAITS: revolutionary free-spirited radical rebellious subversive maverick

3. ENTERTAINER

KEY TRAITS: humorous carefree unpredictable fun original spontaneous

4. LOVER

KEY TRAITS: passionate tactile magnetic dreamer idealistic joyful

5. CITIZEN

KEY TRAITS: friendly unpretentious no frills trusting persuadable belonging

6. NURTURER

KEY TRAITS: nurturing gentle empathetic concerned compassion trusting

7. RULER

KEY TRAITS: leader confident directive authoritative flawless control

8. CREATOR

KEY TRAITS: authenticity visionary passionate expressive imaginative creative

8. INNOCENT

KEY TRAITS: optimistic simple truthful honest straight-forward reliable

9. SAGE

KEY TRAITS: wise intelligent expertise respected influential guiding

10. CHAMPION

KEY TRAITS: successful awarded proud determined powerful achievement

11. EXPLORER

KEY TRAITS: Independent adventurous self-sufficient self-knowledge daring pioneering

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7b.

GRAVITY DESIGN 2016

WHAT IS OUR PERSONA NOW?7c.ARARAT GALLERY:TAMAContemporary and modernResourceful and adaptableSurprisingMentorIntimateThoughtfulIndependentOriginal and innovativeFriendly and openCredibleSophisticatedSmart

PassionateSeparate and anonymousArty and culturedReactivePretentiousIntimidatingCold, stark environmentFormal and constrainedConventionalConflicted

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WHAT IS OUR PERSONA NOW?7d.Problem solvers, thoughtful and understandingProfessionalHumble Dependable and consistentTired and outdatedDark and dingyConflictedReactiveBlandStale

ARARAT REGIONAL THEATREUnpretentious and friendlyTraditionalCommunity focusedFunctional and pragmaticApproachable and accommodatingWarm and inviting Accessible and convenientTolerant Resourceful and reliableHonest, loyal and trustworthy

GRAVITY DESIGN 2016

ARARAT GALLERY:TAMA

7e.WHAT COULD OUR BRAND PERSONA LOOK LIKE?

ARARAT REGIONAL THEATRE Fresh Welcoming ActiveEngaging YouthfulExciting Encouraging Passionate Encouraging Entertaining Spontaneous Diverse Affordable Contemporary Imaginative Adventurous Humorous and fun

PassionateRespected Committed to excellence and qualityBest and premiumUniqueVibrant and charismatic InternationalDigitally savvy and interactive Cutting edge and brave Still friendly and inviting Edgy and progressive IntelligentInnovativeSuccessfulModern and contemporary Engaging and inspirational Encouraging

ARCHETYPE TRAITS: ARARAT GALLERY1. MAGICIAN

KEY TRAITS: Innovative clever gifted intuitive change maker lateral

2. OUTLAW

KEY TRAITS: revolutionary free-spirited radical rebellious subversive maverick

3. ENTERTAINER

KEY TRAITS: humorous carefree unpredictable fun original spontaneous

4. LOVER

KEY TRAITS: passionate tactile magnetic dreamer idealistic joyful

5. CITIZEN

KEY TRAITS: friendly unpretentious no frills trusting persuadable belonging

6. NURTURER

KEY TRAITS: nurturing gentle empathetic concerned compassion trusting

7. RULER

KEY TRAITS: leader confident directive authoritative flawless control

8. CREATOR

KEY TRAITS: authenticity visionary passionate expressive imaginative creative

8. INNOCENT

KEY TRAITS: optimistic simple truthful honest straight-forward reliable

9. SAGE

KEY TRAITS: wise intelligent expertise respected influential guiding

10. CHAMPION

KEY TRAITS: successful awarded proud determined powerful achievement

11. EXPLORER

KEY TRAITS: Independent adventurous self-sufficient self-knowledge daring pioneering

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7f.NOW

THEN

ARCHETYPE TRAITS: ARARAT REGIONAL THEATRE

1. MAGICIAN

KEY TRAITS: Innovative clever gifted intuitive change maker lateral

2. OUTLAW

KEY TRAITS: revolutionary free-spirited radical rebellious subversive maverick

3. ENTERTAINER

KEY TRAITS: humorous carefree unpredictable fun original spontaneous

4. LOVER

KEY TRAITS: passionate tactile magnetic dreamer idealistic joyful

5. CITIZEN

KEY TRAITS: friendly unpretentious no frills trusting persuadable belonging

6. NURTURER

KEY TRAITS: nurturing gentle empathetic concerned compassion trusting

7. RULER

KEY TRAITS: leader confident directive authoritative flawless control

8. CREATOR

KEY TRAITS: authenticity visionary passionate expressive imaginative creative

8. INNOCENT

KEY TRAITS: optimistic simple truthful honest straight-forward reliable

9. SAGE

KEY TRAITS: wise intelligent expertise respected influential guiding

10. CHAMPION

KEY TRAITS: successful awarded proud determined powerful achievement

11. EXPLORER

KEY TRAITS: Independent adventurous self-sufficient self-knowledge daring pioneering

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7g. NOW THEN

BRAND ARCHITECTURE

ENDORSERBrands are combined in such a way that one is designed to work in concert with the other or a group. The parent company may given a lower profile in the name - with a consistent graphic treatment to support the 'family' approach. Occurs with an established brand releasing a new product or service but trying to connect with a different audience in a similar product area (kids wear etc.) e.g. Think Polo by Ralph Lauren.

MONOLITH Emphasizes a single master brand, that sits over other brands within an organization (eg: with the name included in the title - HEINZ tomato soup). This is a particularly good option when the products are in the same category or offer a similar set of benefits. Car brands such as BMW and Mercedes are examples of the single brand approach which allows the brand to be marketed with a single message. Occurs with a well established brand releasing a new product, model or service under the same brand architecture to leverage the existing strength of the brand. e.g Apple

HYBRID These brands are designed to stand on their own in the marketplace and attract a specific audience. This allows large organisations to develop a portfolio of brands, each with a unique brand positioning tailored to a particular product or market segment. There is limited presence of the Monolith brand in the brand language or name - often appearing only as a byline. Occurs when brands need to stand alone in the marketplace attracting different audiences, e.g: Proctor and Gamble

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8.THE STRUCTURE OF BRANDS WITHIN AN ORGANISATION

BRAND STRUCTURE YOUR CHOICE Developing the structure involves understanding — from the eyes of your customer — how they experience the current brands and product today, across all the various brand touchpoints. This involves recognising how customers experience your brand — including logos, website, advertising, collateral material, at-retail. A key question should be - is the brand structure clear, consistent and logical?

BASIC PRINCIPLES

Identify and invest in the fewest number of brands needed to meet business goals.

Create new brand(s) only when a clear case (including target customer insight) has been proven

Minimize the proliferation of sub-brands by using endorsed brands, product extensions or product descriptors

Maximize understanding and minimize confusion by using descriptive or generic terms for product extensions or product descriptors

Leverage branding language and elements ie: colour, typography, symbols/icons/brand mark to connote a connection, relationship or a difference.

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8a.

BRAND PROPOSITIONS AN APPROACHIt is a central unifying idea which aligns behaviours, actions, communications with your overall business strategy.

It builds on your vision.

It should illustrate who you are and what you do

It defines your position, your differentiation and crystallises your competitive advantage. It should resonate with stakeholders both internal and external.It will provide clarity and guidance for employees.

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9.

Vibrant and appealing, loved and treasured

An architecturally award winning development represented by a much loved and respected historical icon - The Town Hall

A place I will be proud of, where I will want to take guests, visitors. We are proud this icon - it is inherent within the fabric of our community.

Much loved flexible and welcoming space with spaces to suit all kinds of events, entertainment, happenings.

Engaging programming to My key reason to visit Ararat Tactile, inclusive, responsive Friendly and inviting. Ararat’s home of suit the local and regional With beautiful events spaces, and personable entertainment and creativity for our arts community comfortable theatre. performing arts community providing a

full day of entertainment experiences.

And, the first choice for Ararat PAC can always be Joyous, passionate and youthful A proven, enjoyable and trusted performances and events relied on to have great destination that will not in the region. shows and events for my disappoint. With something for all.

BUILDING A BRAND PROPOSITION: ARARAT REGIONAL THEATRE BRAND ESSENCE

BRAND PROMISE

TARGET AUDIENCE

The ARARAT Regional Theatre is proud to be the creative heart of Ararat and western Victoria

The best flexible performance, events and exhibition space that people want to visit, stay, spend and remember. A place to suit all segments of our creative community.

Locals, inter and intrastate tourists, schools and students, corporates, government, associations, seniors, theatre groups, performers, artists, creators, weekend tourists, 20 somethings.

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9a.

BRAND PILLARS BENEFITS PERSONALITY TRAITS PROOF POINTS WHAT THE BRAND WILL WHAT ARE THE BENEFITS THE BRAND’S PERSONALITY, WHAT MAKES THE BRAND PILLARS BE ‘FAMOUS’ FOR? THE PILLARS DELIVER TO ITS ATTITUDE CREDIBLE AND DISTINGUISHES

THE AUDIENCE? FROM THE COMPETITION?

Commitment to excellence Confidence, trust in Charismatic, unique, surprising High quality presentation programming of exhibitions, exhibitions, curation and Diverse exhibitions marketing and events presentation always exciting Enthralling works

Engaging, smart education Relevance of programs for Intelligent, Innovative, interesting Friendly and inviting and community programs. community and key target Inclusive Visibility of artists

markets - encouraging Workshops and programs for all agesrepeat visitation, endorsement Educative

Being Australia’s leading Point of difference and Cutting edge Digitally savvy and interactive. textile art destination. compelling offer Edgy and progressive Unique fabric and textile collections.

Inviting

BUILDING A BRAND PROPOSITION: ARARAT GALLERY:TAMA BRAND ESSENCE

BRAND PROMISE

TARGET AUDIENCE

Inclusive and Engaging Visual Arts Experiences

With a compelling strategic vision as a thought leader in contemporary textiles arts, the gallery will delight, surprise and inspire visitors through exceptional exhibitions and programs.

Loyal Returning Visitors, Textile Art Lovers and Makers -both older traditional textile makers and younger ‘crafters’, Locals, Families, Schools, Kids, 20-30 somethings, international and interstate tourists, Baby Boomers, Cultural Tourists

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BRAND PILLARS BENEFITS PERSONALITY TRAITS PROOF POINTS WHAT THE BRAND WILL WHAT ARE THE BENEFITS THE BRAND’S PERSONALITY, WHAT MAKES THE BRAND PILLARS BE ‘FAMOUS’ FOR? THE PILLARS DELIVER TO ITS ATTITUDE CREDIBLE AND DISTINGUISHES

THE AUDIENCE? FROM THE COMPETITION?

9b.

WHAT SHOULD YOUR NARRATIVE ACHIEVE DEFINEthe brand voice for ARARAT Regional Theatre and the ARARAT Gallery:TAMA.

CLARIFY the connection between the experiences offered by ARARAT Regional Theatre and ARARAT Gallery:TAMA

IDENTIFYthe potential for the ARARAT as it becomes a key cultural tourism destination for not only the Ararat community but also for visitors, tourists – attracting conference and events to the region.

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10.

BRAND NARRATIVES

GRAVITY DESIGN 2016

10a.ARARAT Regional Theatre is proud to be the creative heart of Ararat, showcasing the very best of our performing arts community to the region. With a flexible performance, events and exhibition space we have built a creative hub that people will love. Every experience, be it watching, listening, dancing or playing in our Theatre or our events space - this is a place to suit us all.

As a leading collection of contemporary textile art the ARARAT Gallery:TAMA is proud to be a vibrant feature of Ararat’s creative heart. As a foremost thought leader in textile arts in Australia, the Gallery will continually delight and surprise visitors. Innovative and thought provoking exhibitions and programs will spike conversations, inform and energise our arts community and position Ararat as a respected cultural centre, loved by arts aficionados, local artists and the people of Ararat.

THANKYOU

GRAVITY DESIGN 2016