1. Rationale re-launch

    This month saw the re-launch of Rationale skin care, a high end, evidence based skin care brand based in Melbourne.

    Re has had the absolute honour of working with a passionate and dedicated team at Rationale, to deliver their new brand as well as a reinvigorated packaging system that was designed to align with the new formulations Rationale was developing for their core range of products.

    We were also invited to share in the celebrations down in Melbourne with the Rationale team in their new R&D centre with a black tie dinner with some of their trusted clients, doctors and suppliers.

    Check out the website for product images and a background on Rationale


    More info and images to come.

  2. eftpos Brand Photography

    Following on from the recent advertising campaigns created by our partners in crime at M&C Saatchi Sydney, we were tasked with developing a brand photography suite for the eftpos master brand.

    The lucky designers tasked with Art Directing the shoot got sent to Broome, Perth, Melbourne and Sydney to capture the Australian character of the eftpos brand.

    Photographer: Sheridan Nilsson

  3. Ausfilm

    Ausfilm provides the international film community with direct access to Australia’s screen incentives, talent and facilities. Re’s brief was to reposition and transform Ausfilm’s brand, to empower their stakeholders, to reengage and ignite new interest for international filmmakers to come to Australia, and to take up the various incentives offered by Ausfilm and the Australian Government. 

    Re’s idea was to take the brand away from the traditional and accepted images and perceptions of Australia. The brand strategy provided a new positioning and starting point – ‘Enterprising Conduit’. The idea behind this positioning was simple; Ausfilm had the capabilities to connect international filmmakers with the very best creative and commercial practitioners and businesses in Australia. 

    The creative execution of this positioning jettisoned traditional images of ‘Australiana’ and replacing it with visually evocative images of Australia, focused on the unique light, heart and landscapes of the country.


  4. Australia Unlimited

    Re and the M&C Saatchi Group were appointed to Brand Australia from a recorded 60 global agencies initially responding to the Brand Australia Request for Proposal.

    Our idea was a play on the language of the corporate world, where everything, it seems, is Limited. 

    But Australian companies, and indeed the country itself, are anything but.

    Shifting the reputation of Australia will take years, not months. 

    What we do know is that the identity was tested amongst key stakeholders and target audiences in 15 key markets prior to winning the pitch. The results demonstrated that the positioning and identity gave Australia the best opportunity to extend its global brand footprint and close the reputational gap. 

    Since the brand was launched in May 2010 in Sydney, it has been increasingly deployed globally:

    • May 2010: Shanghai World Expo. 

    • June-July 2010: FIFA World Cup, South Africa. 

    • September 2010: China International SME Fair, Guangzhou.

    • September 2010: Australialive, London. 

    • October 2010: Commonwealth Games, Delhi.