Candor 3 is not your conventional engineering company. And to prove it, they have embarked on a long term vision for the development of their staff and to attract talent from the global workforce to enhance their brand further.

As part of their growth strategy, they have been digging into what makes them, them and what culture means to their people, clients, and the bottom line.

What started as a project in developing their communication strategy online soon uncovered the greater story that needed to be told – great leadership investing in their people, day in day out, by listening to their needs.

Working with the Candor3 leadership team and their full staff, we participated in a range of brand equity workshops, discovery sessions, and strategic planning sessions that connected the needs of the business to the needs of the people. One of the big takeaways was how diverse the needs of the team were.

From age and culture to language and family. All factors were considered to develop a series of learning tools and videos that not only connected the current staff but to shed light on what was on offer at Candor3 for potential applicants.

Some of the challenges faced by businesses and their leaders cannot be ‘solved’ in a strategic plan or team meeting. They have to be peeled away and understood to build deep connection and direction.

Only strong leadership and awareness can stand this course. Creating great culture takes time and curation, not one-off events and dictation of rules.

As we continue to capture and develop the storytelling, we understand more about what ‘work’ and ‘business’ really means to both leaders and their teams.

The creation of the Best for Baby campaign and brand promotion was part of a long-term strategy to reduce the risk of failed pregnancies and sickness due to lack of education.

A critical component of the campaign was the research and engagement of over 130 community groups within the South Auckland community that enabled us to directly connect with our target audience. This was essential as there was little trust of the authorities and their ability to help these young women.

Through community groups and local cultural leaders, we were able to create a voice that the DHB was able to listen to and work with. Part of this process was to speak to the collective Polynesian culture with respect while changing their current understanding of the role of a midwife.

Critical to building trust we worked with these young women to enable them to share their voice and be heard. This was a rare time they had a voice and that action was being taken to address their concerns.

The campaign was centered around their voice, needs and culture. The creative and messaging was distributed through the community passively to enable the message to be consumed but not bring undue attention to the individual.

The Rawhiti Estate brand development presented a unique opportunity to talk to an audience through unconventional media that drove high returns.

Selling off plans is never easy, especially when you are working with the older generation, so we had to explore how we used a refined media budget and digital technology to give us scale beyond traditional media. With the emerging ageing up of the Facebook audience, building a brand online was an early-stage strategic play to a previously untapped audience within social media.

Because the brand was unknown and we had a very tight geographic and demographic footprint of a 5km radius, we were able to utilise targeted print media supported by branded ads and content on Facebook to generate highly qualified leads. While not targeting the core customer through Facebook, it connected us with the family influencer, a son or daughter who were digitally comfortable. This is where consideration started.

This was supported by a show suite over looking the building site. The strategy enabled us to reduce marketing spend during the long build phase while generating leads valued at over $1m each.

We worked with the client to develop the brand marketing campaign that was delivered through press, specialist print, social media marketing, custom content marketing, website design and development, media management and lead generation.

When one of our clients decided to go out on their own and start consulting agency SIDA Consulting, they turned to us for help with the brand identity.

Having worked with us in the past helped them put together a detailed brief with every piece of information they had about the business, from the values to the purpose, the personality to the behaviours and every other piece of information which was imperative to creating a brand that really en-captured the essence of their business.

The brand was created by first consulting with the client to talk through her brief and really verify we interpreted her business correctly. From there we put together a mood board of ideas and created a brand story. The story reflected the very core idea of the business and was essential to creating the branding. The brand and the story are both as important as each other, they tell a story about the business that leaves an impression with clients, reflecting all of the core business values and beliefs.

Based in Auckland, SIDA Consulting focuses on creating impactful change by providing strategic advice and guidance to organisations to co-design new visions for the future and tactical strategies for successful implementation. We created the SIDA brand identity and story to reflect these values.

The SIDA brand marks are abstract representations of change and growth from the inside out and were created from topographic depictions of the volcanos around Auckland: Rangitoto, Maungakiekie/One Tree Hill, Maungarei/Mount Wellington, Takarunga/Mount Victoria, Maungawhau/Mount Eden, Hinerau/Mount Hobson.

We saw the change that SIDA wanted to make as being similar to the field of Volcanos that Auckland sits on. Volcanoes which created and shaped the very landscape of the city it is today. Rupturing the earth to create massive disruption from its very core and throwing that change far and wide to impact significantly on its surroundings. From that disruption came growth. New beginnings, fertile new lands. Ash from volcanic eruptions is high in nutrients, creating rich soils for new life to grow.

Like these volcanoes, SIDA creates impactful change from the very core. Change that creates the soil for helping and supporting communities to grow. Using creative thinking, new solutions and ways of working to shape strategic vision, intent and outcomes for delivering impactful social change, SIDA develops the architecture to help organisations and agencies navigate complex and abstract issues and challenges, bringing clarity and developing strategic frameworks for implementation focused on achieving results. In short, turning ideas into action.

After creating the branding we were then able to deliver the client with a set of brand guidelines, document and presentation templates, web banners, logos and icons, business cards and social assets.