Case Study: ALDI South Australia

Understanding and managing complex project tasks to make them look easy is just part of what we do every day at SignManager

Westfield Marion recently opened the first stage of their expansion and upgrade project to their main shopping complex in the South of Adelaide. The new Food Mall brings together an inspiring design layout with the inclusion of 15 new food and produce offerings with the main drawcard being Aldi’s newest addition to the Adelaide Marketplace.   

SignManager not only designed the artwork package for the site in compliance with Aldi’s rigorous guidelines, but also provided competitive pricing.  

The management and supervision of the project included;

• Initial survey, measure and Risk  Assessment of the site
• Consulting with and provision of advice to Aldi and Scentre Group (Westfield) architects
• Auditing and asset documentation 
• to more than 50 individual remote trolley bays
• Quality checking during manufacture and after installation of all signs
• Negotiating and consulting with Shopfitters, Builders, Bricklayers and Electricians to reach outcomes that satisfied all key project stakeholders
• Documenting and recoding of all site signage items for future reference during the Asset Maintenance Lifecycle

Understanding and managing complex project tasks to make them look easy is just part of what we do every day at SignManager. To make your next Signage or Corporate Rebranding project easy contact 
SignManager today. 

SignManager provided a comprehensive signage package on the project & delivered regular updates of the package as various revisions were required during the design and pre-installation phase. Their delivery and installation of the signage to the store & throughout the centre was carried out seamlessly and within the project timeframes and constraints. 

Troy Aberline - Project Leader

Select-group Architects 

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Elements of branding…

We are surrounded by brands. Some we seek, are loyal to, we cannot live without. And then there are others that just exist. How is it possible that we can recall one brand more easily than another?

The brands we recall easily are the famous ones; they are legendary, well-known and have more than success in common. These brands contain a brand element that over time has become entrenched in society and is synonymous with the brand.

Brands can be made up of a number of elements. These include (but are not limited to) a name, logo, symbol, shape, letter, slogan, nickname and character. Let’s now look at the elements that make up some of the world’s most recognisable brands.

Logo – The Siren logo is a recognisable sign for Starbucks. So much so that they have been able to remove coffee from the logo and everyone still recognises this as the coffee chain. The team at Starbucks discusses the evolution of the Siren logo in their blog. Read it here.


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Name - Some brand names have become so widely used that they are now entrenched in society. Examples of these brands include Hoover, Kleenex, Xerox. Surely you have heard someone utter one of the following phrases. “I’ll Facebook you about it.” “I’m in the middle of Hoovering the floor.” “Can you pass me a Kleenex?” The team at the Brand Strategy Insider discussed Brandverbing in their blog, read the post here.

Symbol – Prior to Apple being the juggernaut it is today, the image below would have symbolised a simple apple. But today when seeing this symbol, the first thing you will think of is the brand Apple, the maker of iPhones, iPads, etc. The team at Apple have cleverly marketed their products with sleek, stylish designs and of course they all have the Apple logo. Learn more about the Apple logo here.



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Nickname – Some brands are identifiable by the nickname society gives them. This was demonstrated by McDonalds for Australia Day earlier this year. Everyone knows Australians are mad for a nickname – Davo, Johnno, Dazza, barby, bottle-o, arvo, etc. etc. So to celebrate Australia Day in 2013, McDonalds changed their name to Macca’s. In doing this they demonstrated the power of a brand nickname. So interchangeable is the nickname Macca’s in Oz, that they created a marketing campaign around the rebrand. Read more about the campaign here.



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Tagline/Slogan – Clever marketing by the Nike team has ensured their slogan, Just Do It, has become entrenched in their brand and society. For many years now Just Do It has appeared in all of Nike’s marketing, and has become synonymous with the brand. So much so that it is also as well-known as their Swoosh. This video explains the evolution of the slogan and how it has become a mantra for society.



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In all the examples discussed above, these brands have created an identity for themselves to become a household name, instantly recognisable by a single brand element.

Consider digital signage as a marketing tool…

In today’s society many marketers focus their attention on inbound marketing techniques. These marketers aim to gain the attention of their customers with new, fresh content. This approach makes sense in today’s competitive retail environment, as customers have an abundance of information at their fingertips with the prevalence of smart phone and tablet devices.

 

For many, digital signage is a great tool to achieve inbound marketing goals. Unlike traditional signage, digital technologies give the marketer the ability to easily update their messages with new, exciting and fresh content. Marketers can entertain audiences with videos, photos, special offers, etc. They can also send audiences to their website or social media profiles via QR codes. Whether the screens are in store windows or behind the counter, digital signage is great for grabbing customer’s attention, generating discussion and leaving an impression.