When should rebranding be considered?

The recent change to the popular eWay logo got the Fish Tank Creative team thinking, when should a rebranding project be considered?

Stimulate growth

It’s simple, when your company grows your brand needs to grow with it. Customers are always looking for change so investing in a global rebrand will encourage a newer and wider audience and will  also reflect the evolution of a company.

Gain competitive advantage

An effective rebrand will improve your impact and differentiate yourself amongst competitors.

Reconnect your target market

Don’t risk your brand being perceived as ‘out of date’. Show that you can adapt to change and keep up to date with design trends and avoid the worry of having a disconnected audience.

New direction

Company growth usually leads to a shift in focus and business direction. It is important that your brand reflects your new products/services to attract the right target audience.

Original eWay logo
Rebranded eWay logo

Mako Turbines logo design

Mako Turbines branding

Fish Tank Creative has been creating a brand for Elemental Energy Technologies (EET), a tidal energy technology company.

The shape of the blades on EET’s new turbine closely resemble the fins of a Mako shark – hence the MAKO branding.

The colour palette used in EET’s branding was based on the natural colours of a Mako shark, Navy Blue & Silver Grey. These colours had also been chosen by EET when building their prototype turbine with a Navy Blue finish on the fibreglass body of the MAKO and a light grey finish on the carbon fibre blades. Also, EET had chosen a Navy Blue and polished stainless steel finish on the deployment barge used in their recent successful testing in Sydney.

EET will continue to develop the MAKO turbine design to harness the energy in the world’s oceans and rivers to deliver cost-effective predictable renewable power. We are really pleased to be playing our part in this exciting project !

Mako Turbines logo design

APN Outdoor + NEWS Corp exterior Bus Advertising Campaign


Create a compelling campaign to get the travellers to download the MATCHA app and play to win an iPAD. Sounds easy.

Working with OOH client APN and NEWS Corp to develop a campaign to direct engagement with the Daily Telegraph website through their new app MATCHA. The aim of the game on the app is the match the headline to the images from The Daily Telegraph.

The functionality of their app uses beacon technology on the bus. Ultimately, get travellers to go online, download the app, play against other travellers on their journey.

To give the user a feeling of “in the moment”, we chose local photography of local traffic, and shots of active handheld devices. We decided that icons for the quick and easy recognition of action required to WIN!

Our campaign started in January on Sydney buses. Feedback on results has been very positive so far. Have you considered who you might use for your next creative campaign? This year, consider the team at Fish Tank Creative.

APN Outdoor + NEWS Corp exterior Bus Advertising Campaign
APN Outdoor + NEWS Corp exterior Bus Advertising Campaign


Benefits of Email Marketing

Email marketing is a powerful communication tool that should be used as part of your marketing plan. We use email on a daily basis and it allows businesses to communicate, build trust with your audience and drive traffic back to your website to learn more about you.

Use this infographic to help you develop a better understanding of the benefits of email marketing.

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The BrewBar branding and website

The BrewBar is a locally designed and manufactured coffee machine which will not only brew a darn good coffee, it also increases the output of baristas! So, imagine how excited we were when Fish Tank Creative was approached to design the branding and website.

For this particular design, we wanted it to convey elegance and simplicity and show that The BrewBar is designed to produce high quality coffee as efficiently as possible.

Checkout www.thebrewbar.com.au for more info!

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