TEXT / Cousin Marilyn and Business Identity

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Each business has its own way of presenting itself to, and building a relationship with a customer. Your approach may be to offer a professional front, imbued with integrity and trust. You may wear a badge on your chest that says "This is who I am" and give it to your customers straight up, "here's our product, here's the cheap price."

Your set of values can be carried across into the design of all aspects of your communications, from the logo to brochures, advertising, a website and even the design of your retail space or workplace. This is important because when you see all of these things together, they work alongside your customer service to create the 'face' of your business. In the case of an existing business, this will be in a way that your customers would expect from your business.

About Marilyn. Many years ago (respect!), whilst working as an airline hostess for Qantas Airways, she was chosen to become the 'face' of Qantas and went on to appear in a range of advertising materials. It was the heyday of early commercial flight, and yet a red kangaroo wasn't deemed enough to sell tickets. Qantas had a human face too. Marilyn embodied the businesses ideals of personal customer service, sophistication and assurance, and not a small amount of beauty either. She became an integral part of the Qantas brand identity to reinforce what that jumping red kangaroo stood for.

Your values can be embodied in this way. Maybe in the face of an employee, maybe in their legs, but this concept goes beyond a single photograph. It applies to every aspect of the design of your communications - colour, typeface, writing style, materials, etc., and of course, your logo.

In creating the 'face' of your business together, we will give it a unified brand that works towards your business goals and that customers can know and understand. It will be a face that people will want to engage with, will remember and will come back to.

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