Australian Open changing the game.

Landor Australia has partnered with Tennis Australia to create a dynamic new identity for the Australian Open, reinforcing the event’s reputation for delivering world class experiences to fans and players.

Australian Open from Landor Australia on Vimeo.




Landor was tasked with enhancing Australia’s premier sporting event as an entertainment brand that connects with new audiences and creates a world of tennis around them. “The Australian Open is renowned as one of the most innovative sports and entertainment events in the world. To ensure we optimise the many new media opportunities available now and in the future, we also needed to evolve our look and feel, make it more relevant globally and more adaptable in an increasingly digital world,” Tennis Australia CEO Craig Tiley said.

“The result is a dynamic new look that will give us the flexibility to engage more deeply with our fans, partners and the players. It’s fresh, fun and often playful – just like the Australian Open itself.”


Dominic Walsh, Landor Australia Managing Director, wanted the new identity to support the Australian Open’s reputation for innovation. “So while the brand needed to remain simple and recognisable, it also needed to be given the flexibility to be agile – adapting and responding to the environment.”

Mike Staniford, Executive Creative Director, Landor added “We wanted to create a living system which could animate and move in accordance with the dynamic of the game itself. A bold, energetic and active identity to reflect this leading sporting experience that embodies Australia.’

“The simplicity of the mark gives it the license to do almost anything. It’s not only a short hand to the Australian Open, it’s a mark that is a timeless icon that can be the vehicle of constant reinvention,” concluded Staniford.


Australian Open 2017 will be held at Melbourne Park from 16–29 January.

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John West enjoys fresh, chilled redesign

John West has been a fixture in many Australian lunchboxes and kitchens for the better part of half a century. Whilst the core John West canned range of products holds significant share of shelf, Landor, Australia’s leading branding consultancy was tasked with creating a new brand identity to help increase consumer awareness of the pre packed chilled Seafood category.


JW Chilled Trout_3D_HR

“The packaging design needed to better convey perceptions of quality and freshness, while continuing to reassure consumers of John West’s commitment to sustainability,” said Senior Brand Manager, Kristie Ellerton.

The redesign is a significantly more contemporary look and feel for the John West Chilled portfolio. The focus on fresh ingredients delivers stronger appetite appeal whilst more clearly communicating John West’s expertise in delivering ‘The Best’ for consumers.

“The more premium, yet simple packaging really heroes the superior ingredients making the range more appealing to consumers.”

Tasmanian Atlantic Salmon, Scottish Trout and New Zealand Squid are just some of the species within the range which also includes contemporary flavour profiles. The new John West Chilled range is currently being trialed in Coles stores throughout VIC and TAS, with the national launch planned for October this year.

In addition to the packaging redesign, Landor have supported the in-store consumer product trial with the design of a branded point of sale stand which will feature in selected Coles stores throughout the trial period.

“The packaging redesign will help John West to bring more consumers into the pre packed chilled seafood category, by offering a range of superior products which make seafood quick & easy to prepare,” concluded Ellerton.

John West Chilled Senior Brand Manager: Kristie Ellerton

Design: Landor Melbourne

Photography: Louis Petruccelli

Food Styling: Leanne Bennett-Jones

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Landor X: Man vs. Robot – where does the balance lie?

A panel of brand and customer experience experts has inspired a room of marketers our inaugural Landor X event: Man vs. Robot, proving that innovation, creativity and the human touch are essential for brands to thrive in our increasingly automated world.


With an introduction by Lois Jacobs, Landor’s Global CEO, who discussed the requirements on our rapidly changing branding marketplace, and the need to be adaptive, Dominic Walsh, Landor Australia’s Managing Director, then set the scene with an eerily dystopian view of a robot-driven future – highlighting the fears over automation causing a loss of jobs and what that means for humanity. Simon Bell, Strategy Director then took the audience through the 6 agile behaviours that forward-thinking brands are demonstrating to successfully to carve out their position in the market to advance today and ensure tomorrow’s future, linking human and technology.

Then it was over to the panel, hosted by Director of Innovation at Landor, Giles Day, consisting of Partner, Spatial & Brand Experience at Deloitte Australia, Robbie Robertson, VP of Insights at BBC Worldwide, Joe Lynch, Design Lead at Coca-Cola South Pacific, Ian Swanson, and Creative Account Lead at Google, Ross Jauncey.



Robertson from Deloitte Australia spoke about how far more jobs are being created off the back of technological advancements than being made redundant, despite the misconception in many industries. He spoke to the importance of change management and working to upskill staff to empower them to fill the time technology will help free up by completing the more mundane, administrative tasks.

“We are seeing a shift in marketing and communication professionals upskilling in areas such as data analytics to help them understand how best to use the volume of data that we are now able to collect.  Combining technology with marketing skills –  the human and emotional side and being able to analyse data and draw insights & value from it its fast becoming a necessary skill for the industry” said Robertson.


Jauncey spoke about the role technology plays in not only helping his team at Google be more efficient, but also enhance customer experience and provide better ways to create and curate content. Naming examples such as Google Cardboard and Tango, he talked to his excitement about what technology could do for storytelling from both a brand and consumer point of view.

“Pokémon Go at the moment is about collecting – imagine if that changed to creating. Look at Snapchat – it is allowing kids to create and curate content every day,” said Jauncey.


While Lynch admitted the television industry was initially slow to adapt and use technological advancements to better create content and measure engagement, he spoke to how BBC Worldwide was now using different technologies to collect various modes of data to help better predict if content was going to be successful.

“Our skill set is not a traditional insights team, it’s about the art of persuasion, communication and story telling. Data is a tool – it is only as good as the hands that wield it,” continued Lynch.


Swanson from Coca-Cola South Pacific was also quick to remind marketers to remain grounded – and that the best insights are usually found by actually speaking to and engaging with consumers.

“We tend to lose ourselves in the data – forgetting that the humble pen and paper is where the best ideas started, with insights from real people,” continued Swanson.

It was Jauncey though that worked to reassure the room when the panel was asked to predict the jobs of the future in marketing and branding, concluding: “Businesses will always need good ideas. So we need to stay on top of creativity.”

In conclusion, the panel identified the growth of automation and robots as a benefit to the marketing industry, freeing up humans to provide valuable insights and ideas vs. number crunching and data capture, but stressed the need for innovation, creativity and a development of skills and learning to ensure we are ready to adapt to the changes that automation will bring. ‘Increasingly Landor is needing to facilitate breakthrough innovation for its clients to keep pace with technological change. The key to this is applying agile principles.’ concluded Landor’s Managing Director, Dominic Walsh.

Watch this space for a detailed report on the insights and implications from our discussion.


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Dream Big.

Everyone wants to be part of something bigger than themselves. The Schools Spectacular unites kids to be a part of the biggest performance of their lives.

The Schools Spectacular is one of the world’s largest showcases of youth talent, bringing together over 6,000 students from across NSW to take part in a breathtaking performance each year.

The event is a huge source of pride to the performers, teachers, staff and volunteers with many coming back year on year to watch or take part. Since its launch in 1984, the brand has grown exponentially in scale and ambition but its identity was campaign-driven and did not reflect the passion and creativity that The Schools Spectacular represents.



Through a collaborative process, we drew out the insights from the core team to define the strategic direction of The Schools Spectacular and define what the brand stands for.

Our final design celebrates the vibrancy and energy of the Schools Spectacular by capturing a collective ‘moment in the spotlight’. We communicate the amazing opportunities that are created by bringing people together for a common goal. It’s about shining bright, together.

Find out more on their website:



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Creating stand out, in-store with Abbott’s Village Bakery.

Landor first worked with Abbott’s Village Bakery in 2009, creating a premium brand that delivered the quality, provenance and authenticity craved by consumers.

Achieving great success and shaking up the category, 4 years later they approached us to help continue the momentum.


The refresh enabled us to convey more clearly the strong positioning of the brand – calling out the great tasting, quality ingredients and naturalness with impressive cut through on shelf.


The brand has set a strong example of the impact design can have on shelf.


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What brand means for B2B organisations.

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Large B2B organisations are slow to react to our fast-moving world, and as such, are beginning to lack relevance and connection with their employees, customers and the wider business community. Find out what our study revealed…

B2B Branding_Why Bother?_Landor Report

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