Creativity into clarity

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    Client FibreCycle
    Shifting & Shaping People & Places

    FibreCycle thrives on the challenge of finding a better way - creating simple, impactful answers to complex problems. When FibreCycle became part of the Kent Group Family in 2018, we were presented with the opportunity to reflect this approach in a new brand identity.

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    Starting with the brandmark, we created an identity of strength through simplicity. A story of progress, a constant cycle of thinking & tinkering and finding ways to do better.

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    From the positive and inquisitive tone of voice to the line illustrations throughout the comms, the colour palette is a combination of bold and bright colours symbolising FibreCycle’s proactive spirit alongside the natural tones representing its strong regional roots. Defining and then bringing to life the FibreCycle ethos, ‘A world where all products do no harm to us, our pets or the planet,’ was an important part of our approach and redefined FibreCycle as a business, transforming the company and the mindset of its employees.

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    In the 3 years following the launch of the new brand identity, Fibre Cycle has seen revenue lift from $30M to $100M.

    After creating their new brand identity, we had the opportunity to design and bring to life the new FibreCycle head office in Helensvale, Queensland.

    We created an environment where both people and pets feel at ease and curiosity is welcomed whilst telling a story of progress. It promotes a constant cycle of thinking & tinkering and finding ways to do better for People, Pet and Planet.

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    We injected FibreCycle’s defined values into the space through charming line illustrations, a cheerful colour palette and organic textures inspired by nature.

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    Power is in the detail. Proud Mary Design supported us in styling and sourcing custom made pieces to bring our vision to life. Every choice concerning materials, textures and sustainability was made consciously. Together we helped create a space that changes mindsets and that everyone at FibreCycle feels proud of.

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