As part of Wilderness Wear’s marketing mix, an overhaul to the brand’s social media activity was put in place in the first half of 2017, with Instagram being chosen as the primary media for the purpose. The strategy involved a variety of post types including competitions, product information, company information and process, all of which are recognised as useful points of engagement for discerning users of technical outdoor goods, including clothing. Posting weekly, the effort is seeing an increase in followers, improved engagement on a one-to-one level, opportunities for product testing and review, as well as leads to retail and sponsorship.
Project inputs included client workshops, process determination, creative direction, writing and photography, as well as posting and engagement with individual followers of the client’s Instagram account.
After an absence of update for some years, design of the 2016 product catalogue for Wilderness Wear took a lead from an impressive set of new product. Work on the project saw new content from cover to cover and involved extensive copywriting, location and still photography, along with updates to information relating to materials, design and technology.
Japanese builder Ichijo Technological Homes entered the Australian market in 2011 as an independent enterprise with a portfolio of house designs focused on high energy efficiency and world-leading ecological standards. The challenge for the company at the outset was to determine a product mix and communications platform that was relevant to a local market. The launch program, developed by John Frostell and James Gallagher under the banner of Gallagher Frostell consultants, took place over an 18-month period and featured a set of campaign materials applied to brochureware, outdoor signage, a new website, promotional materials and numerous photographic assets.
Recruitment advertising is an often critical exercise for Australian legal firms, with significant consideration and initiative appointed to gleaning shortlist candidates for interview. This campaign for Maddocks featured a cross-section of previous appointees to the firm and played carefully to aspects of capability as much as cultural fit. The project was typical of the 50+ projects conducted for the firm’s marketing team between Sydney and Melbourne over the three-year period of engagement with Dialogue.
During the time that John Frostell consulted to Simm Design, an opportunity arose to sponsor the branding and marketing communication for the Melbourne International Jazz Festival. After a hiatus of some two years, it was an important juncture for festival organisers and a recommendation to completely re-brand the event was accepted. Applied to a host of campaign material, Melbourne became the jazz capital of the world for the duration of the 12-day program.
A revision of Wilderness Wear packaging design, involving scores of carton and wrap varieties, was applied to product after brand revision had taken place and the positioning statement ‘200% Australian’ set into action. All items took on colours from a natural, earthy palette and featured outdoor photography showcasing iconic Australian destinations for climbing, camping, skiing and associated activities.