Firing up a brand for a global big gun
A rebrand that builds on formidable brand equity with strategic design inputs and a high-calibre advertising campaign.
 Winchester Australia is a leading manufacturer and supplier to the firearms, ammunition and accessories market. With growing recognition that their brand was lacking in terms of quality and consistency, Winchester Australia engaged DDG to conduct a Brand Communications Audit. The audit identified a range of low-performing brand elements that would benefit from the input of improved and contemporary design. At the same time, it was apparent that some components warranted retention.
Fred Thompson, DDG’s Creative Director explains. “With branding and especially the logo, what you keep can be just as critical as what you discard. Winchester Australia leverages from the internationally renowned Winchester brand, an industry icon. We found that the existing Winchester logo scored highly in terms of being contemporary to the business and market, and that it represented formidable brand equity. It is hard to better that level of recognition.”
“The audit revealed that the problem was not with the logo itself, but rather with the application of the logo, which was inconsistent, haphazard and not true to the original. The brand message was further confused by ad hoc co-branding with the Australian distributor, Olin Australia. From a creative viewpoint, our brief was to interpret an Aussie version of the Winchester logo. After evaluating a number of options, we achieved this by simply adding the word ‘Australia’ beneath the current logo. The bigger challenge was developing a framework for cohesive and uniform use of the logo.”
Almost across the board, Winchester Australia’s communication materials scored low in terms of both consistency and quality. In response, the DDG creative team developed a suite of collateral with a fresh, clean and strong visual identity. “We supported the logo with bold, clean lines, easily recognisable elements and colour repetition,” says Fred. “We incorporated this identity into all the usual marketing and business elements – stationery, business cards, envelopes and templates – and set the standards for ongoing use of the logo and brand.”
A Style Guide is being developed that defines how the brand is interpreted at every touchpoint, from letterheads through to faxes, advertisements, uniforms and point of sale materials. The Style Guide addresses particular concerns about the logo’s use – for example, how the horse and rider relate to the word “Winchester” in terms of proportion and position, and the appropriate use of full-colour or mono versions.
 Advertising materials were also closely scrutinised. The deliverable was a collection of product advertisements and posters featuring an “ensemble” design approach. The aim was for punchier, high-impact visual and textual treatments – a distinct creative concept for each ad, but an overall linking visual approach that reinforces the branding behind the individual products.
Fred explains, “We developed clever creative concepts and utilised headings and images for both meaning and visual appeal. The brand colours feature strongly and connect the ads, even across the product categories and various publications in which they appear. We’ve incorporated layered information hierarchies to clarify product data, and clear calls to action to cue consumer decision and response. The result is a set of well-crafted, clearly-related ads that not only sell the product benefits but boost the brand values.”
Next in the firing line for Winchester Australia, is a contemporary and functional website that delivers in terms of branding, product information, access and engagement. The DDG creative and web development teams are collaborating to ensure the soon-to-be-seen website hits the bullseye.
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