Fed. Square
As Melbourne's beating heart, Fed. Square required a seasoned Marketing team to further develop its brand strategy, and audience segmentation, drive the implementation of integrated marketing communications across Paid, Owned, Earned and Shared channels, provision of PR input during the organisation's most critical moment (Apple Flagship store v Heritage Listing), all while coaching and mentoring staff, turbo-charging capability and capacity.
DISCIPLINE:
CMO Advisory / Brand strategy and development / Concept
/ Art Direction / Product Design / Web design / Social
INDUSTRY:
Arts & Culture | Entertainment
Results:
Our client was promoted into the organisation's C-suite, which was followed by her appointment to the board of Meeting and Events Australia, the peak body representing the events industry in the nation.
The new approach to communications contributed to the sold-out Anything but Square Festival and its signature event Sensory Underground, which then won three awards at Meeting and Events Australia (MEA)
Importantly, the new brand marketing strategy contributed towards Fed. Square's $20 million upgrade was funded by the State Government's Building Works stimulus, the largest upgrade in Fed. Square's 18-year history after a review called for participatory community and cultural activities to be "front and centre"
“Surge worked with our organisation during a challenging and complex time when we needed to shift our internal culture, brand narrative, segmentation and, re-position and relaunch in the marketplace. The team went above and beyond to ensure we had the necessary tools and support to implement our strategic direction, re-energising our brand for the years to come.”
Susana Bishop
Chief Experience Officer, Fed Square
Sensen.ai
SenSen.ai, an ASX-listed smart cities company had to adjust its trajectory to enable a new listing on the Nasdaq stock market. For that, SenSen's brand had to redefine itself in order to communicate an evocative story, identity and product portfolio, also reassuring staff, investors, governments and other key stakeholders about their unique value proposition. From an already too common AI/Machine Learning discourse, we shifted the brand to its very origins and brought a new light onto its Data-Fusion expertise. This subtle yet truthful reframing was key to the development of an entirely new verbal and visual identity, also responsible for empowering its directors to radically re-focus their business strategy.
INDUSTRY:
Smart Cities / Tech
DISCIPLINE:
Brand Repositioning & Revitalization / Concept / Strategy / Art Direction / Rebranding / Video / Ux Ui Web / Digital Banners / Social
“When our smart cities company needed to tell our story to a wider world, we had to move away from 'technology speak’ and find a way to connect with real people. Too many high-tech companies are wrapped up in the language of AI, machine learning and deep learning to see they are creating barriers with their audiences. Working with a professional and committed communicator like Sergio Brodsky allowed us to find our base again - a connection with the people and communities that make up our changing urban environments. We were able to get back to language that explains how decisions and strategies make a real difference at the grassroots. It’s a process that may be helpful to many civic leaders too.”
Zenon Pasieczny
Director, SenSen.ai Ltd
The School
of Life
Think West Festival featured more than 40 thought-provoking events, on philosophy and culture, revolving around the key themes of wisdom, resilience and social change at various venues in Melbourne's inner west. Including Yarraville's iconic Sun Theatre, the Planetarium at Scienceworks, Footscray Community Arts Centre, Two Birds Brewing and co-working space The Dream Factory in Footscray hosting events.
The festival was carefully curated to reflect the area’s unique history and identity. A collaboration of key local arts, cultural, education, sports and business groups. Speakers include Meshel Laurie and human rights advocate Mariam Issa.
INDUSTRY:
Education
DISCIPLINE:
Thought-leadership / Strategy / Concept / Art Direction / Branding / Product / Web design / Social
RESULT
The festival was a success, praised by attendees, local communities in Melbourne’s inner West suburbs and its many partners. As an aside, Sergio got to speak at one of the events that were broadcast by SBS Viceland. broadcast by SBS Viceland.
Cition
The world’s first cognitive city, a revolutionary concept for urban living, needed a name and visual identity able to communicate the future now and, this way, attract investors, partners and residents ready to form the communities of tomorrow.
INDUSTRY
Urban Development | Real Estate
DISCIPLINE
Naming, Branding, Copywriting, Web Development and Design
RESULTS
Our name selection was so strong that no issues were encountered in relation to trademarking and web domains and, according to our client, had a previously uninterested investor welcome a discussion just because of its new name, Cition.
The collaterals produced also sufficed to increase investor confidence, enabling the land to be secured and, we all hope, a next flourishing chapter in human evolution.