branding, graphic design, photography, video
SBS Arena, formerly known as Westpac Arena now sports the Horncastle brand badge over its entranceway. Imagic were the catalyst for this new naming partnership and we managed the rebrand of the building itself. It was a monumental undertaking. So, what is the value of aligning your brand with a major venue? Does an investment like this transcend just brand recognition? What is the ROI on a initiative like this?
Attaching your brand name to an iconic venue is a strategy that has worked as a recognition/ recall vehicle the world over, but in so many cases the relationship goes much deeper.
Early in 2014, we embarked on a new brand campaign for Horncastle Homes. The key takeaway from this strategy was to entrench in the hearts and minds of Cantabrians that they call Canterbury home. Canterbury is going through a massive paradigm shift and a sense of home is very important to so many people. Horncastle Homes want people to know they are in it for the long run, so a naming rights initiative goes a long way to back up their claim.
Attaching Horncastle’s brand identity to a structure that has withstood the rigours of the last ten years sends more than a brand recognition message to the people of our fair city. It is symbol for staying power. For standing strong through thick and thin. What a fantastic structural metaphor for the housing company that calls Canterbury home.