Strategy
Oryx Automation was developed as part of Fibre King's export strategy. The project involved market research for North and South America, brand strategy and naming strategy. The Oryx brand position is innovation and sustainable design, as the main product line was returnable crate automation.
Branding
As the brand exists in parallel with Fibre King and offered the same product range at the time of its launch, the solution needed to be a). identifiable as part of the same group of companies and b). easily translated from the extensive range of Fibre King marketing assets also developed by us.
Marketing
As the in-house Strategy and Communications team for the RL Windsor Group, which included Fibre King and Oryx, we wrote and created all outgoing content from Oryx to its target market.
Testimonial
“Anita has been employed as a contractor to the RLW Group for the past 6 years. During this time, she has directed the brand development and transitioning of our manufacturing entities, Fibre King and Oryx Automation, as well as brand management for all of the group's entities. She provided much-valued support in the relocation of our manufacturing operations to Thailand.
Anita’s advice and support have been instrumental in driving the success of our group as it transitions from a domestic manufacturer to that of a global operator.”
Greg Windsor, Director, RL Windsor Group (2014)
Deliverables
➔ Research
➔ Brand strategy
➔ Naming strategy
➔ Art direction
➔ Design
➔ Full corporate identity
➔ Copywriting
➔ Website design/content
➔ Turnkey brand management