After the positioning was established we developed the brand. Creating a professional, yet colourful brandmark along with an icon that could be separated as a standalone symbol for social media. The image style was aspirational, distinctly Australian and lifestyle orientated, again marking a departure from the traditional approach. All of this was developed not only to differentiate, but also to appeal to the more ‘creative’ industries targeted by the organisation, with DMA standing for Digital, Media & Advertising. Next we wrote the copy for the website, developed a marketing plan and are actively involved in putting it into practice.