For over 20 years, Xander has been helping our clients identify, articulate and tell their brand stories in the most compelling and relevant ways to connect directly with their audiences.
Xander Creative Director and Founder, Alex Bennett has a career spanning more than 30 years, including senior roles as Art Director and Creative Director with leading agencies.
With experience in strategic design, marketing and brand development, we have an extensive knowledge and clear understanding of what success looks like when it comes to brand building. From working with major corporate brands to entrepreneurial startups, we focus on creating brand clarity from market complexity.
We have a tight team of communication and creative minds on call, and a firm set of design and business principles that guide us.
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Our brand thinking
The core foundation of brand development resides in our Brandformation approach. It’s the heart of the strategic and visual processes in developing or repositioning your brand.
Company and competitor brand research, interviews with key stakeholders, collateral reviews and BrandAudit.
Brand vision, objectives, architecture and scope, aligning with your strategic direction.
Applying our 4 Pillars design philosophy centred on typography, image, colour and tone.
Rolling out your new identity to all touch points relevant to your audience.
Also known as our BrandAudit, this phase identifies all touch-points of your brand and assesses the power of your visual identity, the continuity and consistency of your brand and how it compares to your competition. This discovery process will define where the brand is now, where you want it to be and provide recommendations on how to close the gap – quickly and affordably.
We have found this is a powerful tool for businesses that require assistance in making the decision to rebrand or for people who need help to influence senior stakeholders of the value of rebranding.
Brand strategy is aspirational. It aligns with the long-term strategy of the organisation – what it wishes to be, based on its vision and long-term goals. Elements of brand strategy are there to communicate a vision and consistent story to the client or consumer. These elements include personality, positioning and visual elements.
It is the development of a clear set of plans and actions, governed by a single stated direction. The plans and actions allow a business to improve its competitiveness, and boost its position and reputation in the marketplace.
Our design philosophy is to keep things simple. Simple design means including only what is necessary to accomplish your goal, and nothing more.
Over the years we have developed a simplified way of thinking about a visual brand. It is a mantra that when all 4 pillars are combined, they become the key palettes that support the whole structure of your brand’s visual language.
The 4 pillars of brand design:
- Type – the font and delivery of the written language
- Image – images will provide a strong and consistent anchor to the brand
- Colour – a core element that can make a brand instantly recognisable
- Tone – this represents your personality and emotional link with your audience
This stage represents the execution of the strategy and design phases, seeing your brand come to life in a range of formats from websites to business cards, corporate signage to marketing collateral. We help you manage the transition from old to new and provide full project management of each stage along the way.