Bowerbird is a national design market held in Adelaide to showcase and promote artists, crafts people and designers’ work. Previously known as Bowerbird Bazaar, the former brand was thought to no longer reflect the organisation’s positioning. A new direction was needed so as to be relevant to, and engage with, designers and potential retail buyers, plus craft and design lovers across a range of media.
Working closely with our client, we conducted a workshop to define the brand essence and personality.
Together, we also considered what marketing elements the brand would require in order to ensure consistency of theme across both printed and online media.
The workshop insights found that the name and brand did not reflect the revised positioning. We suggested simplifying the name to ‘Bowerbird’ with a clear positioning statement: Adelaide’s Design Market.
As part of the repositioning process, a key element that also needed addressing was the development of a identity with an empathy which will help to build a culture among all stakeholders.
The resulting name and new logo not only reflects the professionalism of the market, but also embraces it’s creative soul.
Support materials such as an event catalogue and promotional postcard were updated, as was the online media – website, Facebook page and promotional video.
Our refresh of the website focused on the design quality and style as well as SEO. The successful redesign has seen the website become the number one Google ranking for the search ‘Bowerbird’.
Since the launch of the new brand, attendance numbers have increased along with an increase in sales. More people are also engaging online.