Building the reputation of one of Australia's most trusted brands.
Dulux is well known as Australia's most trusted paint brand. As an industry leader in colour, their annual Colour Awards is a highlight of the architecture and design calendar and a great platform to create ambassadors for the Dulux brand. We were approached to work on the event creative direction.
The colour awards caters for a unique mix of professions, from the structural and functional, to the colourful and creative. The challenge was to create a concept which celebrated this melting pot of talent and was also versatile enough to work across all event collateral – digital and printed – from invitations and email marketing, to press and online advertising as well as room theming.
The clients biggest concern was ensuring the annual event remained fresh and on trend to continue to attract and retain ambassadors for the Dulux brand. Budget was limited so a scope of work was developed to ensure funds were spent on elements of the campaign which would have the greatest impact.
- Creative Direction
- Art Direction
- Email Marketing
- Print Management
To make the most of the allocated budget, mood-boarding ensured buy-in from internal and third-party stakeholders from the beginning – saving the client time and money. By working collaboratively, a concept was agreed upon early, so we could apply our creativity to just one central idea – Reflecting Form.
Recommendations Using premium printing and finishing techniques a prism of colour and wireframe forms was brought to life, celebrating the inextricable relationship between form and colour.
The design was transformed into three dimensions by our animators, bringing depth and dynamism to digital platforms as well as the event space, where the rotating prism was projected over the main presentation area.
Freckle continue to work with Dulux on the Colour Awards, helping to evolve the concept annually.
Communications over the duration of the campaign were clear, timely and engaging, resonating with a design-savvy audience and creating a buzz around the event which ensured a positive experience of the Dulux brand. All achieved on a strict timetable and budget.