We recently developed a new brand for a startup called Koo•ee Band, named after the common indigenous Australian call “Cooee!”.

This brand wanted to link the name and style to it’s Australian heritage, so we worked with the team to develop something that would stand out to consumers, while relating to the heritage and the product itself.

Origin of the Brand

Originating from the Dharug language of Aboriginal Australians, “cooee” is a commonly used call that means “come here”, often shouted throughout the vast Australian landscape to attract attention.

Focusing on the echo associated with the call, the Koo•ee branding has been developed by featuring a symbol to signify the reverb, styled in line with the common themes of Aboriginal artwork.

Designed with the earthy tones of the Australian outback, this concept stays true to the landscape of the brand’s founding country.

Additionally, the echo symbol could be seen as a boomerang, further integrating with the Australian heritage of the brand.

Our Design Process

Consultation: Where It All Begins

The consultation stage helps us understand what you want out of a project and allows us to understand what you want to achieve with the final branding outcome. We begin with developing a persona for your ideal customer. This involves digging into the fine details to create a theoretical person that represents who you are targeting.

Research: Learning About The Client & Industry

From here, we conduct various research into trends, relevant keywords or industry buzzwords, your persona’s interests, and then conclude with a range of ideas that we can workshop with your team.

Development of Concepts: The Ideas Stage

Once we have concluded the research phase, we commence concept design phase where we produce multiple initial drafts based on your desired style. This process involves getting on the drawing board and establishing concepts that link to the previously conducted research and consultation sessions.

Refinements: Bringing It All Together

The refinement stage is where we take on your feedback from the previously produced concepts, and we further develop your preferred idea to bring it to life. The refinement stage is all about cleaning up the design, making necessary improvements, and preparing the logo for final output. This is also the stage where we experiment with the final colours used on the logo before establishing a final design for the new branding.

Brand Guidelines: The Complete Package

This final logo design stage is where we add any final touches to the design and prepare it for export. As we export the final logo design, it gets sorted into a complete package of print and digital files that provide you with a collection of organised folders, sorted by layout, colour and file type. You will receive JPG, PNG, PDF, SVG, AI and EPS file formats.

Brand Guidelines: The Complete Package

To support your new brand, we also provide you with a brand style guide that gives you all of the information that you could need to ensure consistent collateral. A brand style guide (also known as a brand guide or brand guidelines) is essentially an instruction manual on how a brand should be communicated. It contains the standards required to represent your brand correctly both internally and externally.

We include a range of information, such as typography, colours, recommended logos (primary, secondary, icons, etc.), examples of use and misuse of logos, and more. This ensures your branding is consistent, no matter who is using it or where it is being used.

Company Collateral: To Kickstart Your New Business

To further guide our clients on their way with a fresh new brand, we can produce a range of company collateral that can be used to promote the business and drive sales. This includes many items, but the most common include business cards, letterheads, envelopes, email signatures, website landing pages and brochures.

Interested In Working Together?

Check out our latest work and contact us today to discuss your next project!