Aus Chip
Branding
HOW WE HELPED
SUMMARY TEXT HERE
- Strategy
- Positioning
- Illustration
- Print collateral
- Apparel
March 18, 2025
ABOUT THE PROJECT
Aus Chip Constructions was born from the idea of keeping the name in the family and passing it down through the generations. During our strategy and discovery phase, we laid out tons of mood boards, showcasing the competition they’re facing in Melbourne, Victoria. We saw the Same old story, same old visuals, just rehashed over and over.
So, we thought—what’s the opposite of all that? How do we break the mould and do something that truly stands out? The answer was clear: flip the script and create something totally unique, something no one else is doing.
Instead of rolling out the same tired language that puts you to sleep—like "trustworthy," "top-notch," and "craftsmanship"—we flipped the script. We ditched all that and focused on how people actually feel when their home is being built. It's about joy, happiness, and comfort, not just bricks and mortar.
We Built the whole identity around that feeling—pure happiness, joy, and excitement. We made sure the colours popped in a way you’d never expect in the construction industry. Think bold purples, electric greens, and striking oranges—totally energising and unforgettable.
We ditched the usual taglines like “Building dreams” and focused on enjoying moments—because building a home is about the experiences people will have.
Whether it's sipping coffee on the porch or kicking off your shoes after a long day, the word enjoy brings happiness and excitement back into the picture. It was about connecting with the end customer, not talking about how good the company is.
