“If you’re not a brand you’re a commodity.” Philip Kotler
At the domestic business level, the power of branding to differentiate and transmit a company’s offer is enormous. In international business the value of this goes even further; transcending language barriers to convey the organisation’s strengths, status and promise, without the need for words. Basically, it’s the ultimate in marketing shorthand.
For the Nelson Regional Economic Development Agency (The EDA) – the organisation that promotes Nelson’s business sectors at home and abroad – world-class branding is essential to carrying out their activities. In April this year, having recognised that the existing brand imagery wasn’t doing the job, the EDA approached Downing Design to develop a logo and a range of marketing materials to better reflect the functions of the EDA and the value it presents.
Given that the name ‘Nelson Regional Economic Development Agency’ is quite a mouthful, it was agreed that the letters EDA, with the full name below, presented a simpler, stronger and more memorable alternative. To reflect the region’s natural resources and the value they represent, shades of blue and green were selected and work began to develop a graphic concept to convey the combined value of the Nelson/Tasman offer, and the role the EDA plays in facilitating connections that foster economic growth across the region.
The brandmark created by Downing Design met the brief and succeeded on all counts. It has been enthusiastically received by the EDA, key stakeholders and the market, and has since been rolled out across the EDA’s presentation folders; stationery, signage and communications. Shortly it will also drive the design process as the EDA looks to upgrade its online activities and website. A great result for a great brand.
“We’ve been very pleased with the inclusive and friendly approach taken by Downing Design on any project we ask them to look at. They always deliver on time and well within budget. We would have no hesitation in recommending their services.” Bill Findlater, Chief Executive, Nelson Regional Economic Development Agency (EDA)