Watermark Brand Identity Founded in 1859, Watermark is Australia’s oldest intellectual property firm renowned for delivering exceptional client care to match its peerless IP knowledge.  A new brand identity was needed to unite Watermark management and staff, giving a compelling selling proposition to inspire loyal customers and attract new ones to help drive sustainable growth. We developed the brand positioning, ‘Compete with confidence’, representing both the rational and emotional benefits. We created the ‘Dynamic W’ concept which was inspired by the notion of collaboration. The identity system features a distinctive, iconic ‘W’ made of two flowing ribbons of colour symbolizing Watermark’s philosophy … Continue reading Watermark Brand Identity, Brand Strategy and Brand Positioning