Successful Brand Transformation: A Strategic Business Case Story Introduction: In the dynamic landscape of business, brand transformation is a complex endeavor requiring excellence in strategic brand knowledge, project management, change communication, and stakeholder engagement. This case study delves into Allegro's acquisition of the Australia/New Zealand Global Express business and the meticulous process of legally removing Toll branding from the shipping business. Challenge: The strategic intent was to separate Toll Shipping from its parent company, Global Express, and position it as an independent business within the Allegro portfolio. This necessitated the development of a new brand identity that was distinctly different, accompanied by a comprehensive brand strategy and a go-to-market launch plan to reconnect with employees, customers, and the local community. Our Approach: Arrive Collaborative took a multifaceted approach to address this challenge: Project Governance: Led brand project governance across 8 internal work streams, designing an overall brand project plan and approach. Stakeholder Engagement: Gathered insights from leaders and employees, collaborating with creative agencies and business leaders to manage concept development and approvals for the new brand identity. Brand Strategy Implementation: Developed and implemented a comprehensive brand strategy and go-to-market plan, including the launch of a new website, social media channels, and local sponsorships. Sustainability Integration: Designed the first sustainability report for the shipping group under the new brand. Communication and Media Campaign: Generated media coverage through TV, trade press, and billboard advertising. Crafted a strategic brand narrative, coached the CEO on key message delivery, and organized media events. Employee Engagement: Planned and managed employee launch day events at Port Melbourne and Port Burnie locations. Introduced new internal communication approaches, including a people leaders forum and an employee newsletter. Conducted brand workshops to guide employees on brand usage. Outcome: The meticulous execution of Toll Shipping's brand transformation yielded exceptional results: Timely Launch: Successfully launched the new brand identity, purpose, and go-to-market strategy within a tight timeframe. High Engagement: Engagement measures across employees and customers were notably high in response to the new brand direction. This business case serves as a testament to our excellence in brand transformation, strategic planning, and effective stakeholder engagement.

Navigating Educational Transformation: A Successful Brand Strategy Case Study Introduction: In the realm of business transformation, a robust brand strategy serves as the compass, defining an organization's purpose, values, and principles. This case study explores how the technology and design division at Next Ed orchestrated a transformative journey for its three private education schools - Coder Academy, AIT (Academy of Information Technology), and ISCD (International School of Colour and Design). Client's Strategic Imperatives: The COVID-induced border closures significantly impacted the Australian education sector, prompting institutions to pivot swiftly. Next Ed's challenge was to develop a clear overall brand strategy and individual strategies for each school, aligning them with educational demand trends. This included reviewing brand hierarchy, positioning, and portfolio structure to create future value. Approach: Arrive Collaborative adopted a collaborative and innovative approach to tackle this challenge: Engagement: Designed a collaborative brand review approach involving business leaders, academic heads, employees, and students. Conducted brand workshops with each school to gather knowledge and ideas. Design Thinking: Employed design thinking techniques to explore potential new school brand names and uncover brand strategy inputs. Brand Purpose Statements: Crafted brand purpose statements for each school, defining promises, images, principles, and 'on and off' brand directions. Project Management: Demonstrated exceptional project management skills to ensure timely delivery within the 4-month timeline. Identifying Blindspots: Highlighted key organisational blindspots hindering a growth mindset, identifying new product offer territories and cultural change initiatives to achieve the vision. Comprehensive Recommendations: Delivered a comprehensive brand strategy, presenting it to the senior leadership team and CEO. Outcome: The brand transformation project proved to be exceptionally rewarding: Collaborative Innovation: The process was highly collaborative, with immediate integration of brand guidance for future innovation, culture development, and marketing programs. This case study stands as a testament to our commitment to brand excellence and adaptability, showcasing how a well-crafted brand strategy can drive transformative outcomes in the face of challenging external circumstances.

Connecting Tasmania: Strait Link's Customer-Centric Business Transformation Introduction: In the realm of business evolution, the power of customer storytelling that taps into emotions surpasses traditional testimonials, creating a genuine partnership that resonates deeply. This case study unfolds the narrative of Strait Link's sales team objective to re-engage customers after rebranding from Toll Shipping. The goal was to demonstrate their purpose as 'Tasmania's Vital Link' by showcasing a commitment to local businesses and communities. Client's Strategic Imperatives: Strait Link faced the challenge of reconnecting with customers post-rebranding, emphasizing their role as 'Tasmania's Vital Link.' The aim was not just to communicate but to authentically demonstrate that customers are the reason for their existence and the inspiration behind their endeavors. Additionally, they sought to showcase Tasmanian-based businesses as epitomes of entrepreneurship by sharing their stories with the world. Approach: Arrive Collaborative adopted a customer-centric approach to address these imperatives: Customer Collaboration: Partnered with Strait Link customers to profile their businesses and amplify their unique stories. Commitment Demonstration: Demonstrated a tangible commitment to helping customer businesses grow, reinforcing Strait Link's purpose as a vital link for Tasmania to the world. Digital Leveraging: Leveraged Strait Link's digital assets for mutual value creation, ensuring a symbiotic relationship with their customers. Outcome: Our approach yielded compelling outcomes: Content Series: The production of 'Our Customers - The Heart of Tasmania,' a powerful storytelling content series that not only resonated emotionally but also conveyed the genuine partnership between Strait Link and its customers. Digital Presence: The launch of the Strait Link YouTube channel provided a platform to showcase these customer stories to a wider audience. This business case exemplifies our expertise in taking a customer-centric approach, coupled with genuine storytelling, to transform a brand's relationship with its customers.

Navigating Uncertainty: Pharma resilience to the COVID-19 Crisis Introduction: As the world grappled with the sudden upheaval caused by COVID-19, fear and uncertainty permeated every aspect of life. In this backdrop, leaders became beacons of reassurance, and businesses faced the challenge of responding to the crisis while attracting media interest. This case study delves into Bayer, a global pharmaceutical company, and how our role as local corporate communicators played was pivotal during these unprecedented times. Client's Objective: Bayer recognized the heightened significance of local corporate communications during the pandemic. With a commitment to transparency, updates were provided to customers, media, and employees on a daily basis as the situation unfolded. Strategic counsel on stakeholder sentiment was crucial to inform messaging and maintain trust. Our Approach: Our approach was multifaceted, adapting to the evolving challenges posed by the crisis: Virtual Communication Challenges: With the mandate for remote working, virtual communication became paramount. Storytelling emerged as a powerful tool to connect teams across locations and regions. A content series was created to showcase how teams adapted during lockdown, generating momentum for agile, customer-focused problem-solving. Global Stakeholder Engagement: Recognizing public interest in healthcare companies' contributions to fighting COVID-19, we consolidated 'real-time' updates through constant consultation with global stakeholders. Media releases were crafted from a perspective of empathy and responsibility, amplifying public health awareness messages through strategic social media posts. Outcome: Our integrated communications approach yielded impactful outcomes during a period of uncertainty: Risk Management and Trust Building: The approach effectively managed risk and built trust in leaders, contributing positively to corporate reputation through the delivery of informed, timely, and socially conscious communications. This business case highlights business resilience in the face of crisis, showcasing how transparent and empathetic communication can not only navigate uncertainty but also strengthen corporate reputation and trust in times of unprecedented challenges.

Nurturing Trust: Strategic Resilience in the Face of Acquisition Challenges Introduction: When an acquisition brought an unexpected wave of negativity, Bayer, a multinational organization operating across life science businesses, embarked on a strategic journey to build trust and reshape perceptions. This case study delves into how we worked with Bayer to navigate this challenging landscape with a focus on the bigger picture and a commitment to open-minded communication. Client's Objective: Bayer's objective was to develop a strategic approach that would transcend the negativity stemming from the acquisition. The goal was to build trust over time by increasing awareness of its commitment to advancing health and nutrition, promoting its overall mission, and conveying a respectful 'point of view' through thought leadership communications. Our Approach: Arrive Collaborative adopted a considered and open-minded approach to address the challenges: Respectful Engagement: Embracing corporate values, we took an open-minded approach to communications, respecting the opinions of others. On social channels, comments were visible unless untrue or offensive, fostering a community where balanced and informed discussions took place. Reputation Campaign: We recommended launching a corporate campaign and worked with WE Communications to develop a campaign idea called "Health Yourself" to reinforce Bayer's committment to advancing health outcomes. The campaign encouraged individuals to take an active interest in managing their own health. This initiative reached millions of Australians and resonated with employees who participated in a company health expo. Outcome: Our strategic approach yielded significant outcomes: Digital Defense: By consistently telling the corporate brand truth in an accessible way, an 'always on' digital presence became a robust form of defense. This helped drive stakeholder advocacy, instill consumer trust in innovative products, and protect market positions across business groups. This business case exemplifies resilience and commitment to transparent, open-minded communication, showcasing how a strategic focus on corporate values and a broader mission can reshape perceptions, build trust, and fortify a brand's position in the face of challenges.

Pharma Digital Evolution: Breaking Barriers and Accelerating Transformation Introduction: In the era of technological disruption led by agile startups, large organizations often grapple with the challenge of transforming operations to harness the benefits of technological advancements. This case study explores how we worked with Bayer, across four distinct businesses, undertaking a strategic approach to break through cultural and operational barriers to embrace the digital future. Client's Objective: Bayer's objective was to unlock the potential of digital innovation within its complex structure. With digital agendas hidden within divisions and functions, the aim was to initiate a strategic, cross-functional collaboration through a Digital Business Enablement forum. Our Approach: Work with the Bayer leadership and EY, our approach was strategic and comprehensive: Digital Business Enablement Forum: Initiated a forum designed to gather input into the overall digital strategy by revealing barriers and opportunities for accelerating digital solutions. Utilizing service design principles, internal and external customer personas, and customer journey maps were crafted to guide the transformation. Organizational Capability Assessment: Focused on the customer experience, an assessment was undertaken based on four core transformation enablers: people skills, processes, partnerships, and platforms. Identified 65 process blocks and 49 activities for action. Outcomes: The outcomes of ouf strategic approach were transformative: Formation of a Digital Council: Recommendations from the forum led to the formation of a digital council charged with driving the transformation agenda. Enabler Initiatives: Initiatives included digital skills training, appointment of digital acceleration roles, agreements with leading digital partners, return on investment modeling for digital campaigns, and building the case for e-commerce and data analytics investment. Collaborative Leadership Approach: Taking a collaborative and inclusive leadership approach resulted in cross-functional solution sharing, tangible outcomes such as growth in online sales, investments in digital platforms and expertise, and a cultural mindset shift towards embracing digital innovation. This business case illustrates how we strategically navigated the complexities of a large corporate structure to accelerate digital transformation. By breaking down barriers and fostering cross-functional collaboration.

Beyond the Logo: Strategic Brand Evolution Across Industries Introduction: A brand transcends mere visual representation; it encapsulates the essence of a company, embodying its history and promising its future. This case study delves into the strategic imperative of brand development across diverse industries we have worked with showcasing how Caltex, Qantas, Bayer, and Imaxeon navigated brand transformations to drive business outcomes. Client's Strategic Imperatives: Caltex - Reinventing Retail Excellence: Caltex, a multinational convenience retail franchisor, aimed to refresh its brand as a signal of reinvention. The goal was to present itself as a world-class retailer, attracting future investors and franchisees. Qantas - Premium Positioning: Qantas sought to define a brand promise guiding investment decisions in products and services. The aim was to reflect its premium and uniquely Australian position, reinforcing its iconic status. Bayer - Unified Purpose: Bayer, a global health and agriculture enterprise, underwent a revised business strategy necessitating a bold new positioning statement to unite its three core businesses. The visual identity was updated to align with its focus on the future. Imaxeon - Global Integration: Imaxeon, a local radiology business integrated into a global organization, faced the challenge of limiting customer confusion about the brand change. Engaging employees in a revised value proposition and values system was crucial for cultural alignment. Our Approach: In each case, stakeholder involvement and extensive research were integral in how we approached the challenge. Brand audits pinpointed where current delivery fell short, leading to the development of brand positioning territories. Key success factors included exceptional project management and influencing skills. Board-level approval was secured through business case scenarios with phased roll-out plans backed by financial modeling. Facilitated brand workshops engaged employees in translating the brand's meaning into their roles. Brand values and behaviors were incorporated into performance KPIs. Creative ideas were implemented to engage stakeholders, such as a 'false' launch to highlight differentiation importance and the formation of a brand ambition community. Outcome: The strategic journey, guided by collaborative influence, resulted in tangible outcomes across the to achieve each clients objectives: Lifts in Premium Sales: Enhanced brand positioning led to increased premium sales. Brand Advocacy: Stakeholder engagement initiatives resulted in a boost in brand advocacy. Talent and Customer Acquisition: The revitalized brand narrative attracted top talent and contributed to customer acquisition. Increased Brand Value: Acting as a strategic asset, the brand's value experienced a notable increase. This business case illustrates the transformative power of strategic brand development, showcasing how a comprehensive approach, stakeholder engagement, and creative initiatives can elevate a brand's stature across diverse industries.

Revitalizing Charity Giving: Starlight Children's Foundation's Innovative Approach Introduction: Corporate giving has long been a crucial driver for charities, yet the Global Financial Crisis (GFC) dealt a significant blow, causing a steep decline in donations from the corporate sector. This case study explores how we worked with the Starlight Children's Foundation, one of Australia's leading charities, to navigate the challenging landscape by adopting a strategic approach to generate funds during economic downturn. Client Objective and Our Approach: Faced with a substantial reduction in corporate giving during the GFC, the Starlight Children's Foundation needed to swiftly explore new avenues for fundraising without compromising crucial programs. After assessing various fundraising methodologies, a robust business case was meticulously developed and presented to the national board. The approved recommendation involved trialing face-to-face donor acquisition as a strategy to grow regular giving. Central to this approach was the commitment to maintaining the integrity and image of the Starlight brand at the highest standards. Outcome: By strategically managing risks and maintaining a focus on brand integrity, the trial proved successful and was seamlessly integrated into the annual fundraising program. This initiative resulted in a substantial boost to the regular donor database and sustained income growth for the Starlight Children's Foundation. Conclusion: This business case exemplifies the resilience and adaptability of the Starlight Children's Foundation during challenging economic times. Through innovative fundraising strategies and a commitment to brand integrity, the foundation not only survived but thrived, ensuring continued support for its vital programs.

Empathy in Transition: Nurturing Employee Success during Divestment Introduction: The impending divestment of Bayer Animal Health marked a pivotal moment, requiring leaders to act with empathy in preparing employees for a transition to a new company. This case study delves into the strategic approach we took to support leaders in their commitment to investing in skills development to ensure employees were positioned for success in the face of change. Client Objective: The primary objective was to navigate the divestment process with empathy and foresight. Leaders aimed to prepare employees for the upcoming transition to a new company, underscoring a commitment to invest in skills development to enhance individual success in the evolving landscape. Our Approach: To address the impending divestment, a strategic approach was adopted, focusing on empowering employees through skill development: Consultative Sessions: We designed tranining sessions on 'Owning Your Online Presence.' These sessions aimed to help individuals unlock their personal brand, manage their online presence, and master LinkedIn usage. 1:1 Coaching: Following the sessions, we offered personalized 1:1 coaching as follow up to further help individuals apply the skills acquired during the training. Outcome: The approach yielded positive and empowering outcomes for the employees: Valued Change Support Resource: The sessions were regarded as a valuable change support resource, providing employees with practical skills and insights. Feeling Supported: Individuals expressed feeling supported by their leaders, fostering a sense of confidence and assurance during the transitional period. Equipped with New Skills: Participants were equipped with new skills, particularly in managing their online presence and utilizing LinkedIn effectively. Empowered for Change: The initiative empowered employees, providing them with the tools and knowledge necessary to navigate the changes ahead with confidence. Conclusion: This business case highlights the importance of empathy and proactive skill development during significant organizational transitions.

Transforming Digital Banking: A Neo-Bank's Journey into Service Design Introduction: The rise of neo-banks, full-service digital disruptors, has reshaped the banking sector by capitalizing on the increased usage and confidence in online banking services and apps. This case study delves into innovative service design methodologies we utilised to shape the customer experience. Client Objective: The neo-bank, having successfully launched among niche digital-native segments, aimed to explore strategies for growing and diversifying its customer base. Positioned as a startup, the client aspired to leverage agility in experimenting with new offers to address unmet customer needs. Our Approach: Our strategic approach involved the application of service design methodologies, with a focus on empathetic understanding of the customer experience: Empathy Research and Personas: An in-depth analysis of the current service experience was conducted through empathy research. Personas were crafted, bringing customers to life through illustrations, showcasing how their lives, dreams, and beliefs influenced their banking choices. Customer Journey Mapping: Identifying 'pain points' in accessing online banking services, such as a lack of customisation, surfaced as a key area. The recommendation was to use AI to match customers with brokers. Numerous other unmet needs were identified, presenting opportunities for enhancing the overall offer. Outcome: The outcome was a transformative journey into service design, leveraging design thinking processes: Prototyping Solutions: Utilizing design thinking processes, prototypes were sketched out to ideate solutions that would improve the customer experience at every touchpoint. Conclusion: This case study illustrates how service design methodologies enhance the customer experience.