Evolve Capabilities
Evolve Capabilities, a seasoned team of Business Management System architects in Canberra, captures and integrates business processes into a unified system. This project included visual identity (Anema Designs), brand strategy (Hinter Agency) and brand copy, tone and development (Fiction Agency). This intern helped Evolve Capabilities understand their market position, enabling them to expand their business into allied defence industries, while ensuring employees maintain a meaningful connection to their work, fostering company adaptation and growth.
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Client Project
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2023
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Defence Industry
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Business Management Systems architects.
Technical Writing, Intelligent Modelling, Creative Media Sharepoint Solutions
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Anema Designs collaborated with Hinter Agency and Fiction Agency
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Comprehensive visual brand identity (logo suite, moodboard, colour palette suite, typography suite, typography hierarchy, brand supporting graphics, brand graphic elements, brand style guideline 20+ pages), Brand usage examples of LinkedIn, website, and publication covers.
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Evolve Capabilities new branding resulting in the following feedback:
They used the Brand Guidelines (including the visuals and identity statements) to inspire a recruitment video based on their brand personality and received an overwhelming 70 applications for just two positions.
They felt we really understood the brand and captured it perfectly which has been noted by the positive response from both staff and partners.
Created a brand that represents their unique market position.
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We collaborated with Hinter and Fiction Agency to rebrand Evolve Capabilities. This collaboration was exciting, because it felt like an Oceans 11 approach of each person doing their speciality.
What was great is the collaborative nature of this project. Fiction Agency worked on the brand tone and messaging, HINTER Agency main focus on the brand strategy and ensuring that everything aligns with the brand. Anema Designs created the brand visual identity together into a comprehensive Brand Guideline for Evolve Capabilities.
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The Finch depicted in the logo is inspired by Charles Darwin's research on the Galapagos Islands. The conclusion of this research showed how these birds evolved over time as a result of their environment.
“Charles Darwin said – “it is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change”. Evolve view business change with this in mind; innovation and disruptive changes are seen as opportunities rather than threats. Whatever it is, however, it’s meant to transform, we approach change with agility, focus, and in partnership with you.”
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Our focus was on representing and crafting Evolve Capabilities' visual identity. This began with offering concepts, covering elements like logos, colour schemes, typography, and supporting brand graphics, including visual brand mock ups on how the brand could look applied on LinkedIn, website, and collateral. The selected final concept for the visual brand identity was the finch logo, where the lines symbolise system integration and human connections. These lines are organic to reflect the unique, quirky personalities at Evolve Capabilities, highlighting their distinctive way of questioning and thinking outside the box.