Officeworks are known and loved around the country for helping Australians make bigger things happen. Empowering customers with an inspiring range of products and services to help them work, learn, create and connect. It’s that sense of excitement when you walk into a store, where creativity meets productivity. So it was time to refresh their brand voice to match the feeling and set them up for bigger and better things.
We started with a persona. The Ally, your partner in creativity that’s both playful and practical. It became the foundation of a voice that reflected the dynamic DNA of the Officeworks brand. That spoke to the joy of getting stuff done. That felt on-the-ball and in the community with a genuine spirit of fun.
To bring The Ally to life, we created guidelines full of tools and tips to help the Officeworks team strike the right balance in tone and stretch it across every area of the business. Social posts, eDMs, web copy and in-store signage suddenly felt aligned to The Ally style of writing – consistently colourful and helpful by nature.
Dynamic, joyful and onto it, Officeworks’ new voice celebrates the essence of the brand with permission to play. Together with a strong personality and a distinctive brand identity designed by Principals, we’re proud to say that this work culminated into us winning Officeworks’ New Partner of the Year award.