In Brief

Watergum is one of Queensland’s most dedicated environmental not-for-profits and supports of a vast network of community groups dedicated to restoring, maintaining and protecting our natural areas through real, tangible action.

With plans to broaden their impact and reach, the organisation formerly known as the Gold Coast Catchment Association decided to pursue a more inclusive, recognisable brand that would help them achieve these goals. This included a new name, Watergum, and with it a unique symbol that serves as the perfect emblem for the association and its values. With a solid foundation established, we then took on the task of developing a new identity to capture this spirit of hands-on community engagement with a consistent, recognisable brand that unites a diverse collection of programs, projects and events.

The Concept

Watergum’s message is clear: it’s about being a part of something real. So it was important that the brand be grounded in concepts that emphasise this statement. We started looking for cues in the environment around us: colours, textures and shapes that could define the identity. This led us to a rich palette of colour and imagery that forms the basis of the identity, providing both the diversity necessary to cover a broad range of projects, as well as a visual harmony that unites them together.

This new visual style and colour scheme extends throughout the programs to emphasise and bring consistency to the Watergum brand as a whole. Each project can choose a suitable ‘key colour’ that matches its subject and imagery. The result is a dynamic and flexible set of brand components that can be adapted to a diverse set of media. We also developed a new website theme to establish a strong online presence for the brand, and worked alongside the Watergum team to implement the design language across various social media channels.

In Summary

By introducing a fresh, strategic brand identity, we helped Watergum achieve their relaunch goals: to increase awareness, impact and reach, develop a stronger online presence and create a consistent tone of voice for the organisation. In short, a brand and message to be proud of and a very happy client.

Watergum engaged Ligature to design and implement our rebranding strategy. The process was much more than simply developing a new logo. Ligature sought to understand Watergum’s strategic objectives and to then design a rebranding package that reflected those objectives.  Ligature had the creative flair and technical skills to produce something exciting; the practicality to ensure that designs were simple, clear and replicable; and the business understanding to document a set of guidelines that ensured that the use of the brand in our website, social media, print and sub-brands always reinforced the core Watergum name.

Jasper and the Ligature team were also a pleasure to deal with.  If you would like to reinvent the way you market your organisation, together with the guidance to ensure that the new brand is used properly, I would recommend talking with Ligature.

Wal Mayr
President, Watergum

424 Media

In Brief

424 Media is a start up partnership between a photographer and videographer, who capture events and weddings and create lasting memories for their clients. We worked with 424 Media to create a refreshing new identity, to reinforce their own ideals as a sharp, modern and professional creative service. This allows their partnership to gain a stronger foothold in the industry by giving them an outward appearance that matches the quality of their work.

The Concept

At the core of 424 Media’s brand is the cherry blossom, brought by the client as both an important part of their brand heritage and to reflect their goals as a studio: to create vibrant and elegant media. The symbolism of the flower is carried throughout the brand, from the vibrant pink pastels of the colour palette through to the sharp, bold typography.

In Summary

The flexible nature of the 424 brand allows for easy in-situ implementation across both mediums—photography and videography; and can be used effectively as a watermark, deferring elegantly to the client’s content. One of the key design goals for the project was to create a logo and identity that doesn’t vanish amongst the noise of a crowded market. With a large portion of event photographers and videographers sharing a similar design aesthetic, it was important to the client that we create an identity which escapes this sense of monotony. The result is a brand that stands out from the crowd and supports our client’s great creative work.

Gecko Environment Council

In Brief

Gecko Environment Council is the Gold Coast’s largest conservation organisation. For over 30 years, the organisation has championed a range of successful campaigns for environmental justice in South East Queensland. However, due to this large slew of initiatives and projects, Gecko was facing a significant brand consistency challenge. Each initiative had a different logo, identity and communications strategy, and this significantly weakened the core brand. Our goal: unify the entire organisation around a new, consistent design strategy, establish a clear hierarchy, and create a system for consistently expanding the identity going forward.

Inspired by the natural landscape

To define Gecko’s unique voice, the first step in creating the identity was to establish a definitive colour palette, to both distinguish and unite the various projects. The palette is informed by cues from the Gold Coast’s natural landscape.

At the centre of the new brand is the new Gecko logo — a symbol which had to fit a very specific set of criteria: it must reflect the values and history of the organisation, work well in all media, be simple to reproduce, and provide a flexible platform for the various child identities. At the heart of the design is the famous leaf-tailed gecko mascot, a symbol that has been with Gecko since its inception, which has been given new life as a fundamental part of the Gecko logo.

Bringing it all together

The new Gecko identity utilises a fixed-template approach to extending out from the master brand. This ensures the consistency of the brand throughout every project and initiative, whilst being flexible enough to give each project its own voice through colour and imagery. Most importantly, it’s simple and cost-effective to manage, while maintaining a high quality of visual design.

In Summary

The success of an organisation like Gecko is predicated on its ability to reach out and communicate its message effectively. The new identity achieves this by introducing consistency across the entire brand portfolio, enhancing the quality of design across the organisation, and most importantly, effectively communicating the brand’s core values to new demographic groups.

Less Equals More

In Brief

Styling & organising business Less Equals More was in search for an identity that captured their vision — that clean and simple solutions are key to living a better lifestyle. The idea behind the logo is a ribbon, which combines the math symbols for less, equals and more into a friendly and approachable design that can be applied easily in a variety of scenarios and use cases. Along with the new identity, a matching WordPress theme was developed for the Less Equals More website.