Glenferrie Road Malvern
launches new brand identity.

In late 2011, Tandem Design was appointed by the Glenferrie Road Malvern Business Association (GRM) to develop their new brand identity.

The brief put simply: “We want our identity and advertising campaign to reflect what is great about our shopping precinct and not only unite and invigorate our centre but give our local businesses, landlords, and visitors a new sense of pride in our centre. We want Malvern to be a shopping precinct people want to frequent and stay and shop.”

On completion of a brand and communications strategy, we commenced the concept design and communications phase. First, we determined that the focus should be on ‘Malvern’ rather than Glenferrie Road Malvern. This approach would help to develop ‘Malvern’ as the brand, strengthen brand recognition and differentiate it from Glenferrie Road Hawthorn. Secondly, we worked with our writer to develop a positioning line, key words and phrases and tone of voice for written communications. ‘Make the most of Malvern’ was the clear favourite for the positioning line and overarching campaign message.

Our presentation to the GRM committee included three design directions including logo, tag line and a demonstration of how each option would apply across various pieces.

The chosen identity was unveiled at an official launch cocktail party attended by local businesses and dignitaries. It was enthusiastically received and has since been rolled out, including decals on shop windows, shopping bags, advertising, a map directory brochure and a website.

  • APICS Victoria Chapter
  • Australian Stock Exchange
  • Civic Mutual Plus
  • Compliance & Risk Services
  • Ligeti Partners
  • Maroondah City Council
  • My Next Career
  • Octopus Staffing & Recruitment
  • Bell Partnership
  • CPA Australia
  • Crowe Howarth
  • DKN Financial Group Limited
  • Financial Services Protection Limited
  • HLB Mann Judd
  • Investor Financial Planning
  • Lincoln Indicators
  • Sequoia Investments (Aust) Pty Ltd
  • Sonray Capital Markets
  • Stockford Limited
  • TCM (WHK) Services Trust
  • WHK Group
  • Zanacorp
  • The Craftsman Press
  • Cooper Street Self Storage
  • Segway Solar Pty Ltd
  • Supagas
  • Wire It Electrics
  • Clear-pak
  • E D Oates Pty Ltd
  • Melboards
  • Park Hyatt Melbourne
  • The Metung Galley
  • Maroondah Sports Club
  • Royal Brighton Yacht Club
  • Kalamunda Youth Threatre Company
  • Kew Vineyards
  • Penguin Group (Australia)
  • The Naval & Military Club
  • Yarra Leisure Centre
  • Royal Tennis Club
  • Monash Aquatic & Recreation Centre
  • Maroondah Leisure Facilities
  • Australian Booksellers Assoc
  • Dreamtime Flights
  • .au Domain Administration Ltd
  • Australian Domain Name Administrator
  • Hardings Caravan Services
  • Business Logistics Pty Ltd
  • Blue Technology Pty Ltd
  • Internet Names Worldwide
  • C-Net Pty Ltd
  • PGS Communications
  • Reflex Technology Group Pty Ltd
  • Integrate Pty Ltd
  • WWITE Pty Ltd