Palm Beach Mechanical – Re-Branding Design

Project Period

Project Brief
Affiliated with Rent-A-Bomb, Palm Beach Mechanical came to Utility Creative as a new business requiring development of a logo, branding, store front signage, stationery and website design. The client wanted a design that was in keeping with the Gold Coast culture.

1000 Mile Travel


1000 Mile Travel is a start-up corporate travel agency. Founded in 2015, their aim is to provide a high quality, personalised concierge service for business travellers.


The challenge was to develop a new brand and online presence to position 1000 Mile Travel as a high-end, highly personalised travel management solution.

The brand proposition, personality and purpose were defined in a workshop with client. Naming architecture was explored and through research the quote ‘the journey of 1000 miles starts with a single step’ was uncovered. It was felt that this summed up the business ethos and formed the basis to develop the visual and verbal assets of the brand.

Final deliverables included a brand kit, stationery suite, digital assets and a responsive website.

Small Mercies


In 1981 the Caligiore family established Gigante Coffee. Their ambition was to bring the best quality, socially and environmentally responsibly sourced coffee to the Melbourne Coffee scene.

Recently, Gigante Coffee decided to expand their wholesale business so that coffee aficionados could enjoy their coffee range at home through their new online retail entity, Small Mercies.


The challenge was to develop a new brand and online store that would maintain the ethos of Gigante Coffee and simply the process of purchasing quality coffee.

Through collaboration with the client the visual and verbal assets of the brand were established.

The idea was to use the coffee leaves to represent those little moments in life that seed from the coffee bean; enjoying a bit of ‘me time’, the ‘pick me up’ that sparked that great idea or the moments enjoyed with good company.

Once the idea was established, the website was developed with a strong focus on simplification of the user experience. Each customer touch point was looked at and packaging and promotional material were created to build a customer base and enhance the brand experience.

Night Coach


A Functional drug user is defined as a person whose substance usage has moved beyond opportunistic occasional use and has not quite reached dependence.

The Australian National Council on Drugs were interested in exploring options to utilise smartphone technology to deliver a World Health Organisation accredited substance involvement test to encourage functional drug users to consider their substance use.


The challenge was to develop a brand and web based app that would resonate with the target audience yet would be unnoticeable enough that people would be comfortable having the app on their phones. The purpose of the app was defined as to provide users with the tools to assess their behaviour and arrive at their own conclusions about their substance use.

Through collaboration with the client and the facilitation of focus groups with the audience the key brand elements and features of the app were defined.

The name Night Coach was chosen as it was felt it was both discreet and intriguing along with a visual aesthetic. Supporting features were developed such as a substance usage diary that enables users to track their substance usage over time. Other features include a pin protected opening screen to ensure people’s results were kept confidential.

Once all the pieces were in place the functionality of the app was refined and tested with the audience to ensure a seamless user experience.

Moonee Valley Libraries


In the digital age it is now more important than ever for traditional services such as local libraries to position themselves as contemporary and relevant.

Moonee Valley Libraries is a division of the Moonee Valley City Council. Their ambition is to support the needs of the community for learning, information and recreation through their network of libraries.


The challenge was to reinvigorate and align the brand with council.

The team collaborated closely with the libraries leadership group through workshops and discussions to gain insight into the organisation and establish ownership of the brand.

A unique visual language and colour palette was developed to align the brand with council and symbolise the values of the organisation.

Final deliverables were packaged into a branding kit that included brand guidelines along with templates and resources for staff and designers.


The brand was rolled out across all five Moonee Valley Libraries branches in late 2012. Since its inception staff have embraced the new brand utilising the branding kit and templates to develop communication material across the library network. On follow up, the client indicated the brand has been well received within the community.

Liver Life


Diagnosis and treatment options for hepatitis C have significantly advanced in recent years with the introduction of less invasive diagnostic technology and simpler treatment options.

The Kirby Institute together with the University of New South Wales have developed a free Fibroscan program to be rolled out in needle exchange centres to assess the liver health of at risk candidates.

Initial research with the target audience highlighted a lack of willingness to undertake such tests with participants citing that they were averse to finding out ‘bad news’ or had heard ‘horror stories’ from their peers about the invasiveness of older testing procedures.


The challenge was to devise a campaign brand to persuade a sceptical and reluctant audience to take the test and get treated if diagnosed.

A unique visual language was developed and people from the target audience with hepatitis C or who had undertaken the test were photographed and filmed telling their stories.

The visual language and stories were tested amongst the audience to determine their effectiveness.

Final deliverables included a short booklet, a series of posters, a series of short videos and a website.