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Dugan & O’Sullivan | Brand-Led Business Consulting

Urban State strategy and brand creation

By choosing to focus on the Directors’ combined skills and the value their connections held, we were able to craft a brand story that resonated perfectly with its audience and the team behind the brand.

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A POWERFUL BRAND RELIES ON SHARED VISION

The tight-knit team at the helm of Urban State comprises of four, powerhouse directors - each bringing their own unique and proven expertise from the fields of finance, architectural design, property development and real estate sales.

FOUR INDIVIDUAL EXPERTS WITH ONE SHARED COMPANY VISION FOR NEW HEIGHTS

CLIENT PROJECT OVERVIEW

  • Brand Development and Management
  • Organisation: Urban State
  • Industry sector: Property Development
  • Business type: B2B / B2C
  • Business size: Small business
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BUILDING A POWERFUL BRAND

Building a successful new brand really does begin from the ground up.

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Developing any new brand is an important exercise and one that should consider the individual personalities behind the brand, as well as the future vision and target audience it’s attempting to connect with. When a company is in its inception, there are many hopes and dreams at its foundation and even more lofty goals to aspire to. The difference between the success or failure of these aspirations comes down to sound planning and strategic guidance. Building a brand really does begin from the ground up. You should understand its intended market position, values and guiding principals. What problem does the company/product solve? Why should anybody care about it? Once we understand the foundations of the brand and the reason it exists, we can bring it all together into a viable and practical reality.

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Business Tools

Office Media

Business Tools

Office Media

Corporate Design

Signature Brand Model Brand Assets Stationery Operations

MOBILISATION PAVES THE WAY FOR UNITY

Showcasing four very experienced but different professionals who had banded together to form Urban State.

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For Urban State, one of the biggest challenges we faced was finding a way to showcase four very experienced but different professionals who had banded together to form this new business venture. In their own individual ways, they each brought specialised skills from the fields of development, finance, design, planning, and sales and marketing, so the task of combining that knowledge – and still reflecting their history of running four separate companies in four very different ways – made creating a set of values that could portray a united front as the Urban State brand something that needed to be carefully considered and crafted. Their shared vision was to present a premium property development brand to the Melbourne landscape that focussed on providing personalised service and delivering smaller-sized, boutique projects, all-the-while backed by their combined experience in delivering some of the city’s most iconic and successful projects to date. Shining a spotlight on such a unique collaboration, made up from individual expertise and attitudes, needed to be done with genuine authenticity in order to help focus on what we believed was a definite point of differentiation that would help set them apart in a competitive market-place. While also ensuring each stakeholder understood their role within the company to ensure its success.

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Imagery

Key Visual People Environment

Imagery

Key Visual People Environment

Contact Points

Online Mailer Corporate Profile Employer

SUCCESSFUL BRANDING IS MULTI-LAYERED

Ensuring potential customers are emotionally engaged with the brand story.

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Helping the target audience believe in Urban State as a flexible brand that could connect with both consumers who are purchasing the end product, and also investors who are needed to create a product, was dealt with through comprehensive research and understanding of the property development market. Effective messaging to both disparate buyer groups needed to let investors know they were connecting with a brand that’s trustworthy, while also ensuring potential individual customers are emotionally engaged with the brand story and a belief that the brand is something that they can buy into with confidence. By presenting Urban State as a brand that was firmly positioning itself to deliver a premium product, as distinct from a luxury product, was the ideal strategy to help promote their project marketing ventures of smaller, boutique apartment developments. By choosing to focus on the Directors’ combined relationship-building skills and the value they held in authentic connections, we were able to craft a story that resonated perfectly with its audience and the team behind the brand – something that established Urban State as a company with clear leadership and vision, as well as a commitment to producing quality projects.

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Communications

Advertising media Social media

Communications

Advertising media Social media

COMPETENCIES AND SERVICES

Governance Mobilisation Experience
  • Brand Forecasting
    • Brand Performance Audits
    • Research and Trends Analysis
    • Insights and Opportunities
    • Go-To-Market Strategies
  • Positioning
    • Strategic Positioning
    • Market and Audience Segmentation
    • Competition Strategies
    • Business Model Alignment
    • Brand Architecture
    • Communication Strategies
  • Brand Design
    • Corporate Identity and Design
    •  Brand Platform Models
    • User Experience Strategies
    • Design Rules and Systems
    • Brand and Language Guidelines
    • Brand Manuals and Portals
    • Offline and Online Support
  • Visual Identity
    •  Logo Development
    • Photography and Art Direction
    • Colours and Climate
    • Typography and Formatting
    • Imagery and Key Visual
    • Infographics and Iconography
  • Naming and Language
    • Brand and Product Names
    • Claims and Taglines
    • Naming Systems
    • Brand Voice and Tonality
    • Messaging Strategies
  • Brand Management
    •  Strategic Brand Planning
    • Brand Marketing Programmes
    • Design and Implementation
    • Brand Performance Management
    • Growth and Sustainability
  • Implementation
    •  Implementation Planning
    • Process and Rollout Workshops
    • Supplier Preselection
    • Production Consultation
    • Material Research
    • Internal Updates and Briefing
    • Workflow Management
    • Quality Control
    • Brand Tracking and Review
  •  Identification
    • Identification Workshops
    • Workplace and Culture Audit
    • Core and Peripheral Values
  •  Service Design
    • Customer Journey Mapping
    • Employee and Backstage Actions
    • Technology Integration
    • Operations and Processes
  • Sales Support
    •  Case Studies and White Papers
    • Fact Sheets and Information
    • Catalogues and Product Literature
    • Live and Recorded Webinars
    • Proposals and Contract Material
    • Invoices, Bills and Receipts
    • Notices and Statements
  •  Employer Branding
    •  Employee Value Proposition
    • Target Image Positioning
    • Messaging Strategies
    • Strategic Brand Planning
    • Employer Marketing Programmes
    • Recruiting Support
    • Branded Environments
    • Online Workplace Gazettes
    • Employee Magazines
    • Branded Books and Literature
  • Internal Events
    • Seminars and Conferences
    •  Awards and Recognition Events
    • Workforce Summits
    • Annual General Meetings
  •  Internal Adoption
    • Vision and Mission Development
    • Culture Model Development
    • Operationalising the Brand
    • Motivational Workshops
    • Internal Engagement Practises
    • Recognition Programmes
  • Training
    • Coaching Workshops
    • Communication Strategies
    • Behaviour and Alignment
    • Brand and Culture Guidelines
    • Operations Manuals and Portals
    • Online and Offline Support
  • Operations
    • Brand Process Integration
    • Operational Forms
    • Questionnaires
    • Certificates, Tickets and Passes
    • Records and Checklists
    • Operations Tracking and Review
  • Consumer Mindset
    • Consumer Profiling
    • Insights and Segmentation
    • Buyer Personas
    • Association Framework
  • Brand Marketing
    •  Marketing Programmes
    • Channel Strategies
    • Media Planning and Buying
    • Content and Inbound Marketing
    • Social Media Marketing
    • Marketing Campaigns
    • Brand and Activation Campaigns
    • Analytics and Optimisation
  • Event Marketing
    • Roadshows and Tradeshows
    • Showrooms and Displays
    • Seminars and Conferences
    • Exhibitions and Installations
  •  Advertising Media
    • Booklets, Flyers and Handouts
    • Billboards, Posters and Displays
    • Merchandise and Wearables
    • Blogs and Landing Pages
    • Public Space Advertisements
    • Display and Banner Advertisements
    • Social Media Advertisements
    • SMS and Email Advertisements
    • Magazines and Newspapers
    • Videos, Articles and Email Series
    • Direct and Postal Mailers
    • Reports, eBooks and Downloads
  • Public Relations
    • PR Communications
    • Vision and Mission Statements
    • Annual Reports
    • Financial Communication
    • Yearbooks and Magazines
  • Digital Media
    • Websites and Microsites
    • Mobile Applications
    • Responsive Prototypes
    • Animation and Motion Design
    • Brand and Product Videos
    • Information Architecture
    • Content Strategies
    • Multi-Touch Environments
    • Internal Platforms and Portals
  • Print Media
    • Stationery and Collateral
    • Magazines and Newspapers
    • Brochures, Books and Literature
    • Packaging and Consumables
  • Spatial Design
    • Corporate Architecture
    • Wayfinding and Navigation
    • Headquarters and Spaces
    • Retail and Store Design
    • Shopfronts, Interiors and POS

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Some people think that once they have a name and logo for their company, they have a brand. What they have at that point is just a name and logo. Nothing more. ⁣
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'So, how do you make a name and logo stand for something?' a question I get asked a lot. And here is my response. The job of a brand is to make a name and logo stand for something. For example, do you think Apple could have been as successful if they were called something else? Of course, they could have. Why? Because a brand is a consistent promise of its core values and principles. A promise to make the best running shoes on the planet (Nike) or a promise to provide faster, more relevant search results (Google). Your promise is your brand. And you have to sweat each detail repeatedly, so your customers understand and relate these details of your brand to your name and logo. ⁣
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At Dugan & O'Sullivan, our promise is to provide holistic and integrated brand consulting services. We promise to utilise strategy, intuition and creativity to harness the power of ideas to mobilise people and organisations to realise their full potential. We live by this day-in and day-out and have achieved incredible outcomes for our clients by doing so. ⁣
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If you would like to learn more, please feel free to reach out. In the meantime, we wish you all the best.
⁣
Kind Regards, ⁣
Samuel Dugan, Creative Director⁣

#duganosullivan #agency #governance #brandingagency #marketing #digitalmarketing #design #success #marketingdigital #contentmarketing #branding #photography #brandexperience #media #mediaindustry #mediastrategy #strategy #brandempowerment
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May 17, 2022  ·  

Branded magazines provide their consumers with more than just product listings. A brand's magazine is more than just an advertisement. Its goal is to produce original, engaging information that will both inspire and inform readers.

For La Storia, a brand-new luxury residential development in Carlton, Dugan & O'Sullivan focused their attention on engaging readers in a thoughtfully developed magazine that showcased the lifestyle of a La Storia resident.

To view more of Dugan & O'Sullivan's projects, we invite you to visit the following link: https://bit.ly/3hPR4vo

#duganosullivan #agency #governance #brandingagency #marketing #digitalmarketing #design #success #marketingdigital #contentmarketing #branding #photography #brandexperience #media #mediaindustry #mediastrategy #strategy #brandempowerment
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May 12, 2022  ·  

A worthy brand with a loyal following, aligning closely with Dugan & O'Sullivan's values of working towards 'something bigger,' the Chamberlain Foundation's 2022 Luncheon was an ideal project for our team to embrace.⁣⁣
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The event aimed to thank and celebrate their incredible supporters and beneficiaries. In addition, it was an opportunity to come together as one and raise awareness for suicide prevention and mental health, all whilst celebrating the foundation's past year's achievements.⁣⁣
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Dugan & O'Sullivan were thrilled to be a part of the philanthropic event and look forward to partnering with The Chamberlain Foundation for many years to come. ⁣
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To learn more about Dugan & O'Sullivan, we invite you to visit the link: https://bit.ly/3N9eMRc

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May 11, 2022  ·  

Samuel Dugan and Darcy O'Sullivan began their eponymous marketing and design agency with clear objectives; to create direct messaging to engage audiences, foster, establish, and maintain relationships and drive revenue for all brands they work with. This objective is as true now as it was then.⁣⁣
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Dugan & O'Sullivan uses strategy, intuition, and creativity to harness the power of ideas to mobilise people and organisations to realise their full potential, something the agency calls brand-led business consulting. By putting the brand at the center of all company-wide decisions, the messaging remains clear and coherent by establishing a brand and communication language that is quickly understood and plants seeds for the future. ⁣⁣
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To learn more about Dugan & O'Sullivan, we invite you to contact us for a brand-led change via the following link: https://bit.ly/3t3Z9kx

#duganosullivan #agency #governance #brandingagency #marketing #digitalmarketing #design #success #marketingdigital #contentmarketing #branding #photography #brandexperience #media #mediaindustry #mediastrategy #strategy #brandempowerment
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May 9, 2022  ·  

The team at Dugan & O’Sullivan think about brands and their impact on business all day, every day. We help you create the systems, strategies and tools needed to ensure every move you make contributes to the long-term expansion of your company’s bottom line. ⁣
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To find out more we invite you to attend a brand strategy workshop for your company. Contact the team at Dugan & O'Sullivan via the following link: https://bit.ly/3t3Z9kx

#duganosullivan #agency #governance #brandingagency #marketing #digitalmarketing #design #success #marketingdigital #contentmarketing #branding #photography #brandexperience #media #mediaindustry #mediastrategy #strategy #brandempowerment
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May 5, 2022  ·  

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