Amart has unveiled a major brand evolution and positioning shift with the launch of a new brand platform, logo and integrated campaign.
Following a brand identity refresh including concept store development by McCartney Design, Amart appointed brand experience and innovation company Akcelo to lead the strategic and creative brand positioning and accompanying creative campaign development.
https://www.youtube.com/watch?v=185HyS7_4JE&list=PL6xyMdyOxE8OE_9cadkNiLNIJly_BJZjn&index=1
The creative platform “Life.Styled” reflects Amart’s commitment to affordable great looking furniture that’s designed to be enjoyed, not tiptoed around. Because whether you’re rushing through chaotic family breakfasts, enjoying those rare blissful do-nothing days, or waking up to something in between, with Amart life can always be lived in style.
https://www.youtube.com/watch?v=jTpyDY1h2XE&list=PL6xyMdyOxE8OE_9cadkNiLNIJly_BJZjn&index=5
The launch campaign consists of three 30-second TV commercials and accompanying 15-second cutdowns, along with refreshed always-on retail creative and comms, social and in-store collateral, with OOH and brand partnerships to come.
https://youtu.be/qb5CdVfn5n8David Bauer, general manager of customer, Amart said: “For more than 50 years, Amart has been synonymous with affordable furniture that is loved and enjoyed by Australians, every day. With the ‘Life.Styled’ platform and new logo being rolled out across the country, the Amart brand is getting refreshed in line with expectations of customers, building on our great value credentials while also moving us into the same contemporary and stylish space our furniture already inhabits.”Aden Hepburn, CEO at Akcelo added: “We are delighted to be partnering with Amart to create one of the biggest brand shifts in the history of their business. Far from the traditional, perfectly styled or plain unrealistic norms of the category, this work reflects an authentic and relatable everyday reality, proving to Aussies that no matter how or where they live, they can always do so in style.”
Credits:
Client: AmartCEO: Lee ChadwickCSO: Scott PearsCFO: Elodie GuilaumondCOO: Steve NormanGeneral Manager, Customer: David BauerHead of Marketing: Dani LuckSenior Designer & Creative Team Leader: Elizabeth ProvinsVisual Consultant + Styling: Elizabeth PeachCreative Agency: AkceloGroup Creative Director: Louise McQuatCreative Partners: Jon Foye, Oskar WesterdalSenior Copywriter: Dean HamiltonDesign Director: Mark BerrySenior Designers: Stephen Au, Lee Stephens, Francis LohChief Strategy Officer: Dave Di VeroliGroup Brand Strategy Partner: Simon McCruddenSenior Strategist: Vanisha NarseyBusiness Leads: Max Bennett, Astrid Noble, Kirsty ReynoldsExecutive Producer: Mark ‘Bucket’ SummervilleChief Executive Officer: Aden Hepburn
Production Company: Pool CollectiveDirector & Photographer: Simon HarsentCinematographer: Jani HäkliProducer: Johnny GreallyStylist: Jo AylingEditor: Andrew HolmesPost Production: HecklerOriginal Music & Sound: Electric Sheep MusicBrand Identity and Concept Store Development: McCartney DesignMedia: Nunn Media
