The Work 2023 Contenders: The Brand Agency

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

The Work 2023 Contenders: The Brand Agency

Pioneer Credit: Website
The Brand Agency
Debt is normalised in society, but unexpectedly falling behind on payments is hidden. This underbelly of $2 trillion of debt our nation carries (housing, cars, studies, everyday living) is the complex backdrop Pioneer Credit engaged The Brand Agency to evolve and better articulate. We stripped back, redefined and rebuilt the Pioneer brand, rolling it out via a revitalised website. The site invigorated Pioneers’ total communications landscape, reflecting new values and purpose: “To put an end to debt stress”. With bespoke illustrations created to demonstrate greater empathy, we fully redesigned the site’s user experience, information architecture and content to align with a new brand promise of “genuine care”. The website is a bold transformation that continues to flourish. It reflects a carefully curated experience that guides customers through their Pioneer journey, bringing simple, transparent, human qualities to life online, in a way that challenges the debt recovery industry.

The Work 2023 Contenders: The Brand Agency

Foodbank WA: The Day that Hunger Ended
The Brand Agency
Foodbank WA had an ambitious fundraising goal: to end hunger by 2030.

They needed an equally ambitious way to grab the attention of WA’s richest benefactors and philanthropists. And drive awareness of Foodbank WA’s goal.

With the limited budget of a charity, how do you create a direct mail piece that will stand out in the crowd, get people talking, and get the conversation of huge donations going?

The fable from the future. A book from the year 2030, telling the story of the philanthropists who helped to end hunger back in 2022.

Just 40 direct mail books were sent resulting in 25 attendees at our ‘book launch’ meet and greet, including the Governor of Western Australia, Kim Beazley. Our story drove the conversation of the evening with 8 high-value donors now in talks for donations of $1 million or more.

Our story is written. Negotiations are happening. Who will be the Guardians that turn this fable into fact?


The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email