Project No.19 —
Corporate Brand Identity, Victoria Australia

Cobild

Consistently voted one of Australia’s best places to work, Cobild craved a brand that better reflected their culture, and better captured why they are emerging as the ‘builder of choice’.
As a Melbourne-based construction specialist, Cobild works with some of Melbourne's most respected developers and architects. With a focus on building high-end apartments and commercial fit-outs, they've completed dozens of impressive projects. However, with the sizable increase in the volume of apartment developments in recent years, they've seen a significant increase in the volume of competitors. Struggling to differentiate and cut through the clutter, Cobild turned to Assembly to reposition and redesign their brand.

A Workplace Like No Other

Setting the scene for the new brand is the award-winning 9 Cremorne St — the new head office for Cobild. Sitting on the land of the Wurundjeri People, it marks the gateway to the Cremorne precinct and is a brand-new workplace for the new generation.
Renewing a historically significant early Edwardian factory, it's a building that responds to the changing environment — wrapped in expanded metal screens that change throughout the day, it's a shifting curtain backdrop to the heritage façade at street level. Boasting interiors by Mim Design, the building is punctuated by a towering, mature olive tree in the upper levels. With such distinctive architecture and a stunning interior working environment, it's a workplace best described as 'anything but typical'.

NOT
YOUR TYPICAL

Brand Positioning and Storytelling

The brief was simple — in a highly competitive market, with an abundance of builders promising 'high quality', we had to look elsewhere to differentiate Cobild. We had to unearth what was unique, and think a little differently. We needed quality and clear brand strategy, positioning, identity and a suite of materials to effectively communicate.
A comprehensive brand strategy underpins every great brand. Not always is there an ‘a-ha’ moment during the strategy process — but this time there was. And it was a defining one. ‘Stretch the body, stretch the mind’ we were told, halfway through a strategy session. We knew then that we were partnering with a very different type of builder. Definitely ‘un-like’ the others, and not what we'd typically experienced. And that was a good thing.

Hence ‘Not Your Typical’ was born — an evocative phrase that emerged and underpinned a unique and unapologetic new brand.

Brand Language

So for an ‘un-common’ client, we needed ‘un–typical’ copywriting. Steering clear of generic builder jargon, we instead injected some much-needed personality into the brand language. Underpinned by a foundation of business smarts, we mixed in a touch of humour to put a smile on your face and help make it memorable.

Brand Illustrations

A builder is a builder, right? Well, that's not quite the reality. In largely price-driven markets, a common challenge is the need to highlight and communicate other valuable aspects that provide value.
Our strategy saw us focus on long-term benefits. Cobild's unique approach to creating advantageous business relationships (coffee test anyone?), along with their spirited values and uncompromising attention to detail was the key to success.
The suite of illustrations not only provided a unique personality to the brand, but added important depth by successfully highlighting Cobild’s strengths, points of difference and helped support key messages. Who doesn’t want to see a builder doing yoga?

Assembly Insight — Branding for Culture and Recruitment

Effective brands are not all about external audiences — they're multi-faceted. For many, internal audiences (ie. employees) will always be first and foremost. Effective brand positioning, coupled with a distinctive identity and engaging brand narrative, significantly enhances business culture and aids in the battle for talent.
A well-defined brand creates a cohesive and inspiring work environment, fostering pride and loyalty among employees. It can clarify a company's mission, values, and objectives, aligning employees with a common purpose. A compelling brand narrative attracts top talent by showcasing the company's unique culture, vision and opportunities for growth. Prospective employees are drawn to brands that resonate with their personal values and professional aspirations, making it easier for businesses to attract, retain and motivate high-calibre talent.

Learn more about how we develop brands for Culture and Recruitment ↗

Cobild ♥ SILVER Award Winner ♥ Melbourne Design Awards ♥Cobild ♥ SILVER Award Winner ♥ Melbourne Design Awards ♥Cobild ♥ SILVER Award Winner ♥ Melbourne Design Awards ♥

Work Completed

End–to-end; brand strategy, brand identity, illustration, website design and development, print collateral and signage

MOBILE

Project No.19 —
Corporate Brand Identity, Victoria Australia

Cobild

Consistently voted one of Australia’s best places to work, Cobild craved a brand that better reflected their culture, and better captured why they are emerging as the ‘builder of choice’.
As a Melbourne-based construction specialist, Cobild works with some of Melbourne's most respected developers and architects. With a focus on building high-end apartments and commercial fit-outs, they've completed dozens of impressive projects. However, with the sizable increase in the volume of apartment developments in recent years, they've seen a significant increase in the volume of competitors. Struggling to differentiate and cut through the clutter, Cobild turned to Assembly to reposition and redesign their brand.

Brand Storytelling

The challenge was clear — in a highly competitive market, with an abundance of builders promising 'high quality', how can we differentiate? We had to unearth what was unique and think a little differently. We needed quality and clear brand strategy, positioning, identity and a suite of materials to effectively communicate.
A comprehensive brand strategy underpins every great brand. ‘Stretch the body, stretch the mind’ we were told by our client, halfway through a discovery session. We knew then that we were partnering with a very different type of builder. Definitely ‘un-like’ the others, and not what we'd typically experienced. Hence ‘Not Your Typical’ was born — an evocative phrase that emerged and underpinned a unique and unapologetic new brand.

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Work Completed

End–to-end; brand strategy, brand identity, illustration, website design and development, print collateral and signage

DESKTOP

MOBILE

Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™

DESKTOP WIDE