Research & Branding Strategy – Department of Commerce, NSW Government

Brand Illumination was engaged to design, implement and project manage a brand strategy program for the NSW Department of Commerce. Fiona facilitated a series of activities to develop a comprehensive brand strategy to support the diverse activities and audiences of this large department.

Initially, Brand Illumination conducted a Brand Audit to better understand and articulate branding and marketing issues from a business unit perspective. The next stage involved several strategy workshops to develop a clear, compelling, authentic Brand Strategy that supported the Department’s goals and inspired staff across diverse operational areas to feel part of, and allegiance to, the Department of Commerce brand.

Brand Illumination also implemented visual identity guidelines and templates to support the rollout of the new Department of Commerce Style Guide for collateral items to reduce cost and waste.

Brand Strategy, Positioning and Valuation Management – RSPCA

RSPCA, one of the best known and most loved brands in Australia engaged Fiona and Brand Illumination to work with them to develop a strategy for better leveraging their brand in terms of sponsorship income.

Fiona facilitated a number of sessions to determine how to position the RSPCA offer and how to achieve maximum benefits for both parties. Research, documentation and copywriting skills have also been provided to the RSPCA. Fiona continues to work with RSPCA in the role of strategic brand advisor.


Strategic Brand Management – Woods Bagot (WB)

WB is an international architectural, design and project management consultancy, providing professional services to corporate clients such as Qantas and GMH Holden. WB recognised the need to focus on building brand recognition and reputation in Australia and Asia.

Retail Brand Management – Toyota Australia

Fiona has worked with Toyota Australia on several retail branding projects. Toyota, with one of the most recognised taglines in Australia, wanted to create an ‘Oh What a Feeling Experience’ for their customers within their dealerships.

Fiona provided strategic brand facilitation workshops, tailored tools and programs, innovative ideas and marketing management in terms of agency briefing and management. The projects focused on leveraging the Toyota brand’s mass media investment and delivering a greater sense of brand continuity throughout the buying and ownership experience. These projects included significant focus on inspiring and educating dealer management and staff in terms of creating and sustaining the delivery of the Toyota brand – thus building brand loyalty, encouraging referrals and increasing repurchase rates.