I joined the Penfold team as a freelancer in January 2022 to support the marketing team and help unify the brand after their 2021 re-brand.
Penfold were unclear on their positioning, and what exactly made them stand out from the crowd of drab pension providers. To help, I ran brand workshops that defined Penfold’s brand archetypes, positioning and visual style.
The strategy informed a refreshed set of brand guidelines, giving more detailed guidance on type and layout.
As the brand guidelines were being defined, I was simultaneously working on a range digital and printed collateral.
Launching the 40k Giveaway campaign was a great opportunity to test the flex of the Penfold brand, and see how we could make the brand typefaces and assets feel more expressive.
I also defined an animation style for Penfold, which could then be rolled out on guides and videos across the site.