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Spruik is a purpose-driven brand agency

Using our well-tested and efficient process, we partner with our clients to develop brands that stand out and thrive in a sea of sameness. A unique differentiating factor, ownable name, and complete identity-ecosystem come together to form a new brand that connects with their target audience, staff and investors.

 

We seek to improve commercial performance by integrating business and brand strategy into a go-to-market roadmap that delivers measurable results.

We’re always focused on our clients’ best return on investment – economically, socially, environmentally and aesthetically.

Driven by curiosity
and creativity

Our diverse team is made up of talented, experienced and enthusiastic people. We put human values at the heart of every project. Positioned to offer comprehensive brand development, strategic marketing, design and media services, our specialists meticulously craft ways to express your brand across every touchpoint and experience.

Success and longevity based
on our client relationships

For two decades, we’ve helped start-ups, household brands and industry leaders uncover the brand values that make their organisation unique. We work with companies during periods of creation and major transformation. Navigating these challenges successfully requires focus, assurance and support. The experienced team at Spruik is adept at guiding clients through the complex journey of brand development, building confidence, clarity, enthusiasm and trust along the way.

+ art +science +magic

Thinking

Powerful brands spark emotion, coming alive in the hearts and minds of their audience. Great brands are built on that spark, that chemistry, that rapport with their customers that straddles the concrete and the intangible.

Businesses perform best when their brand is well-defined, authentic and relevant. In order to attract and build trust with an audience, brands must deliver a consistent, holistic message that instinctively connects.

This philosophy drives our strategic thinking and design ethos. Our mission is always the same: Tell authentic stories that create meaningful, enduring experiences.

We call it: Brand-Made Instinct and it boils down to six main principles. For a brand to be truly differentiated in the mind of the consumer, becoming the instinctive choice, it must have:

01  |  Meaning

A brand has greater value when it sparks a strong emotional connection. Brands that hold meaning are more deeply experienced and essential to their audiences.

02  |  Purpose

A brand that stands for a higher purpose gets attention. A purpose-led brand simply means more to more people. When that brand lives up to its intended purpose, it becomes unstoppable.

03  |  Authenticity

This is woven into the DNA of the brand, it’s the beating heart that creates the instinctive choice. It’s the truth that has to be found, understood and honored. It’s always there, many brands just need help to find it.

01  |  Meaning

A brand has greater value when it sparks a strong emotional connection. Brands that hold meaning are more deeply experienced and essential to their audiences.

02  |  Purpose

A brand that stands for a higher purpose gets attention. A purpose-led brand simply means more to more people. When that brand lives up to its intended purpose, it becomes unstoppable.

03  |  Authenticity

This is woven into the DNA of the brand, it’s the beating heart that creates the instinctive choice. It’s the truth that has to be found, understood and honored. It’s always there, many brands just need help to find it.

04  |  Empathy

To create an instinctive brand, you must be willing to sit beside and understand your audience. Real people respond to real empathy, it builds loyalty and forms a connection that cannot be bought. Understanding and empathy are core principles of any great brand.

05  |  Consistency

Brands serve their audience best when they act and communicate consistently. In brand management, every touchpoint is important. A good reputation is hard to earn and easy to lose. Consistency protects your brand’s footing.

06  |  Chemistry

A good brand triggers a feeling, inspires action, earns loyalty and creates energy. A great brand finds a unique place in a person’s heart and consciousness.

04  |  Empathy

To create an instinctive brand, you must be willing to sit beside and understand your audience. Real people respond to real empathy, it builds loyalty and forms a connection that cannot be bought. Understanding and empathy are core principles of any great brand.

05  |  Consistency

Brands serve their audience best when they act and communicate consistently. In brand management, every touchpoint is important. A good reputation is hard to earn and easy to lose. Consistency protects your brand’s footing.

06  |  Chemistry

A good brand triggers a feeling, inspires action, earns loyalty and creates energy. A great brand finds a unique place in a person’s heart and consciousness.

At Spruik these six principles combined with our research, strategy and design process create a solid foundation for your brand. This foundational understanding drives the decision making along the brand development and implementation journey.

Ultimately, it’s this combination of strategic principle and design experience that allows us to elevate your brand while staying true to your core values. We pay forensic-level attention to detail, ensuring that we create not only a beautiful brand, but a brand story that is understandable, purposeful and true.

+ art +science +magic

Process

Our brand building process

An agile framework designed to get clarity fast

The prospect of branding or rebranding can be intimidating, after all, the very core of your business is at stake. Companies often feel intuitively that it’s time to address their branding, but the scale of investment and complexity of the undertaking stops them before they start.

We know it can be daunting, that’s why we’ve developed a programme designed to demystify the branding process. We guide our clients through a structured and proven process designed to achieve results quickly. Our step-by-step programme places focus and responsibility in the right areas, with a measured and efficient workflow.

Through a series of interactive workshops, our strategists can effectively pinpoint differing opinions and perspectives and achieve alignment. Using proven tools and methodologies, we identify your brand’s DNA, differentiators, vision, and voice.

For many of our clients, this is the aha moment where they move from indecision and confusion to clarity and confidence.

Our creative team sets to work to craft unique and engaging ways to express your brand visually, verbally, and instinctively. We experiment with new approaches to articulate the brand identity and capture the magic that will define it.

Efficiency is our responsibility, not yours. As such our engagements aren’t subject to hourly billing, just the prior agreed project fees. The project is not completed until you are satisfied.

We don’t sell hours, we sell results.

The Four Steps.

01

Discovery

No superficial assumptions

The foundation of our process is obtaining a clear understanding of your brand from all sides. This includes the beliefs and perspectives of the people within your organisation, your existing and potential customers and those people who influence buyer behavior.

Experience has taught us that the Discovery Phase is unique for every client. There is no “one size fits all” solution. Through research, interviews and interactive workshops we focus on gathering the right information that will lead to insights, improved strategic decisions and more effective design outcomes.

Typical deliverables

  • Brand Discovery workshop
  • Management interviews
  • Qualitative research one-on-ones, focus groups
  • Quantitative research, EDM surveys, 3rd party online surveys
  • Competitive profiling
  • Brand audit
  • Situation analysis

02

Definition

Drawing the map

Analysing the insights gained in the Discovery Phase, we’re able to define a clear strategic direction which guides the creation or refresh of your brand. 

At this point we’re able to define where the brand is strongest, weakest and where its true point of difference lies. We outline what areas need improvement, and what differentiating elements can be maximised. This is the point at which we typically uncover internal versus external perceptions of the brand and set to work bringing them into alignment. We take a zero-based mindset, with no vested interest in changing the brand if we feel it’s fit for purpose.

Typical deliverables

  • Brand Strategy workshop
  • Brand positioning
  • Opportunity matrix
  • Brand architecture
  • Strategic brand guide
  • Audience mapping
  • Differentiation factor
  • Discover the big idea
  • Voice opinions
  • United leadership

03

Expression

Bringing strategy to life

The +art +science +magic =instinct equation.

With a solid strategy in place as a result of the Definition Phase, our in-house creative team sets to work crafting unique and engaging ways to express your brand visually, verbally, and instinctively. We experiment with new approaches to articulate the brand identity and capture the chemistry that will define it. We apply art + science + magic with exacting attention to detail. We develop a complete brand identity system with the logo at its core. The integrated system of elements will work seamlessly together, providing unity, consistency and flexibility.

Typical deliverables

  • Brand Eco-system workshop
  • Stylescapes
  • Tone of voice
  • Strategic brand guide
  • Primary brand mark
  • Secondary brand mark
  • Mockup variations
  • Image styling
  • Identity system

04

Implementation

Launching and managing your brand

Your brand is a valuable investment, it needs to be carefully monitored and managed for growth.

We have developed systems to maintain and build your brand value over time. Following the creation of your new brand assets, we develop guidelines for application to ensure efficiency, effectiveness, and consistency with each use.

The elements and systems established in the Expression Phase are now put into practice with competence and dexterity. We will work with your internal team and external partners to launch the brand in a planned and methodical roll-out that maximises impact.

Typical deliverables

  • Roll-out plan
  • Brand guidelines
  • Programming
  • Vendor management
  • Distribution
  • Business alignment
  • Visual branding
  • Storytelling
  • Advertising and promotion
  • Customer experience

+ art + science + magic

People

Our senior team

We live and breathe the work that we do.

You’ll find this is not your usual agency relationship.

From the start we wrap ourselves around you and your specific business needs. With a 360° view, we apply our creative, strategic, design, data and production talent to your project. Together we navigate your brand journey thoughtfully and proficiently – meaning you get more of what you need and less of what you don’t.

It’s in our nature to create strong bonds with our clients, establishing their needs to consistently deliver beyond expectation.