Following Australia’s disastrous performance at the London Olympics, ASC (Australian Sports Commission) Chair, John Wylie, unveiled a new high performance strategy, entitled Australia’s Winning Edge. Wiley outlined a plan for how the ASC would invest in order to return Australia to the upper echelons of world sport.
Shortly after, the ASC approached Landor to develop a brand strategy and identity to position the AIS as Australia’s lead high performance sport agency providing consultancy services for more athletes.
'Bold Intent' was the brand promise for this new era - a reflection of the agency's ambition and an embodiment of the athletes that it would service. Relentless, Daring, Exceptional and Ingenious became the driving attributes and a new visual consisting of five gold ribbons in the shape of Australia, was introduced to reflect their shared pursuit.
With a rich history and 93% brand recognition, this rebrand was about evolution not revolution. Working to make Little Chef fresh, new and energised. At the same time, we had to respect its heritage, and loyal customer base of over 10 million people. A fine balance, and one that’s been helped by keeping Charlie. He’s been updated — he’s friendlier and more refined, with new energy and purpose. But still instantly recognisable. He’s the bridge between the old and the new. A symbol of our service heroes, he welcomes each customer into new Little Chef. He’s used with respect, as a mark of quality.
— Press Release
Superb rebrand from venturethree.