Repositioning Tasmanian Oak as an authentic, creative choice for architects and specifiers.
What we did
Brand Strategy
- Brand positioning
- Brand strategy
Brand Design
- Visual identity
- Verbal identity
- Guidelines
- Campaign
- Design system
Content
- Art direction
- Iconography
- Design templates
- Copywriting
- UX/UI design
Tasmanian Oak is known throughout Australia as the timber that built a nation. Beauty, durability and availability made it the natural choice. But now, synthetic alternatives and lower quality timber pose a credible threat.
We countered the rival materials by leveraging Tasmanian Timber’s 100-year heritage, repositioning it as the original choice for discerning architects and specifiers. We put originality at the heart of the brand, showcasing the creative possibilities it offers.
Tasmanian Oak is known throughout Australia as the timber that built a nation. From town halls to churches; shearing sheds and pubs, the beauty, durability and availability of the wood made it a natural choice.
Today it competes in the modern world with synthetic, man-made rivals, yet it still endures. Probably because it’s still as beautiful as it was back then and just as sturdy. But more than that, it now has over a century of building heritage and design legacy; a proud Australian past; a sustainable, ecologically focused future.
This isn’t just timber for floors or wood for feature walls. This is your past, present and future: your inspiration.
Originality ties in with the Tasmanian brand – it’s all about being genuine, looking at things differently, putting in hard work, earning happiness.
Is an expression of true self; a brave statement that says ‘this is who I am; a way to stand out from the crowd.
Original, in all its forms, is a unique brand asset and one we think worth developing.
Original thinkers were the visionaries who built the country using Tasmanian Timber.
Original thinkers create new forms of beauty and tell new, untold stories with their work.
Original thinkers are true to themselves, full of integrity, passion and pride.
Original Thinking is a character trait in all Tasmanians and Australians.
Original Thinking is the ‘quiet pursuit of the extraordinary’.
Link to Original Thinkers Podcast
