Writing WA exists to champion the value of writing, and writers, in Western Australia. But as the organisation has evolved, its brand began to be diluted across many events and programs – it was time to embark on a new chapter via a rebrand by Block.
Perth agency Block has unveiled a rebrand for Writing WA, the peak body for writers, publishers, booksellers and authors in Western Australia. The new identity underscores the important role the organisation plays in nurturing the writing industry in WA, introducing a single device that’s flexible enough to speak to many audiences.
“Just like writing can be long or short, expressive or terse, Writing WA’s new logo can be filled with words, or left to interpretation. Every story starts with a blank page, so our idea is based on lines waiting to be filled, positioning Writing WA as the organisation that works between the lines to help our writing industry thrive,” explains Mark Braddock, Creative Director at Block.
Writing WA exists to create a State where writing can grow, thrive and is celebrated. Yet in recent years, the print and publishing industry has been in the throes of digital disruption. To help writers adapt, Writing WA has launched a growing number of programs and initiatives targeting publishers, printers, resellers and community organisations who support writers. In the process, its brand architecture has evolved to encompass many voices and sub-brands all vying for attention. Writing WA returned to Block – creators of its original identity 12 years ago – for a brand refresh.
“We knew it was time to update our brand identity, but what we hadn’t realised was the need to refocus our organisation around a single-minded purpose. Block took us on a journey that began with identifying a shared vision around which to engage the broader community and attract commercial and philanthropic partners. The process has been invaluable in providing a road map for Writing WA’s future,” says Sharon Flindell, CEO at Writing WA.
Emma Watton, Director of Strategy at Block, explains: “The power of a shared purpose should never be underestimated in creating a strong for-purpose organisation. A key part of our role as branding consultants was facilitating research and stakeholder workshops to bring consensus and understanding to Writing WA’s vision, ensuring that they remain relevant at a time when there is increased competition for arts funding.”
The new identity is designed to attract support from government, commercial and philanthropic partners. It is remarkably flexible, creating a single brand with many voices that can be adapted to convey a little or a lot, over one or several lines, while retaining a consistent look and feel.
After bringing clarity to Writing WA’s brand architecture, Block helped to design Writing WA’s online user experience. A new website developed by Key2 acts as a directory and resource for everything industry related.
“We believe that writing should fundamentally be an industry of opportunity. To advocate for this, Block has delivered an identity that is designed to drive philanthropy and partnerships, generate excitement around writing and industry events, and support our partners to achieve financial viability, too,” says Flindell.
Creative Director: Mark Braddock
Creatives: Damian Garbenis and Louis Boys
Director of Strategy: Emma Watton
Account Manager: Melissa Mailey
Web Development: Key2
Writing WA CEO: Sharon Flindell