The Real Group
Services
- ADVERTISING
- APPLICATION
- BRAND STRATEGY
- LOGO & IDENTITY
- WEBSITE
Industry
NOT-FOR-PROFIT
Client
The Real Group
THE CLIENT
The Real Group is a not-for-profit organisation that was formed as a platform for small business to give back to the community, amalgamating the community work of 12 local businesses to form one generous community fund. Dedicated to bringing real change by giving back, The Real Group creates jobs, empowers individuals and supports the local region.
THE CHALLENGE
Karla Way-McPhail, co-founder of Undamine Industries and Coal Train Australia, faced challenges due to the diverse range of businesses she owns, leading to communication issues and confusion. The existing approach, caused friction and complications, especially with staff working across multiple businesses. Additionally, the new training facility, intended as a hub for all businesses, couldn’t be solely branded as one of the businesses. With a future vision to expand into charity, community support, and personal development, we were appointed to develop a brand architecture and strategy addressing both current and future needs.
THE SOLUTION
MadeKnown crafted a stand-alone brand architecture that separated the parent brand from individual brands. Recognising the existing identities and brand equity of already owned companies and those to be acquired in the future, the strategy focused on building upon this foundation. Through meticulous brand architecture and strategy, MadeKnown introduced distinct parent brand names and straplines. The impactful strapline, ‘People first, always,’ encapsulates the brand strategy, fostering alignment across all businesses. The creation of a robust logo and brand identity not only ensures standout visibility in the marketplace but also enhances buying power. This strategic approach has proven successful, with many new acquisitions since launch.
