Smorgasbord
A Sydney design consultancy that loves to create good brand stories
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Branding an Australian player in Asia: Oreana

Oreana Financial Services is the new name for an established company, one with a solid track record in expertly managing the finances of Australian expats working in Hong Kong.

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 Take a globe. Slice it in half. Then slice it again, to focus on the smallest segment you can make that contains Australia and Asia. You’ve now pinpointed Oreana’s sphere of operations. Finally, swap the globe for the 'O' in Oreana. Now you’ve got a symbol with a clear origin story, that everyone from the CEO to analysts to customers can be comfortable with. An invaluable asset in an industry plagued by spurious marks and minimalist graphics.

Take a globe. Slice it in half. Then slice it again, to focus on the smallest segment you can make that contains Australia and Asia. You’ve now pinpointed Oreana’s sphere of operations. Finally, swap the globe for the 'O' in Oreana. Now you’ve got a symbol with a clear origin story, that everyone from the CEO to analysts to customers can be comfortable with. An invaluable asset in an industry plagued by spurious marks and minimalist graphics.

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 The segments of the globe became bracketing elements, used to focus attention.

The segments of the globe became bracketing elements, used to focus attention.

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 Smörgåsbord also wrote the key brand messaging. 'The best of both worlds' headline was illustrated by a set of rotating images on the home page. To capture the sense of individuals imagining the possibilities of their lives in a new location, a double-exposure technique helped to create a poetic, layered feeling.

Smörgåsbord also wrote the key brand messaging. 'The best of both worlds' headline was illustrated by a set of rotating images on the home page. To capture the sense of individuals imagining the possibilities of their lives in a new location, a double-exposure technique helped to create a poetic, layered feeling.

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 The successful launch of Oreana Financial Services in April 2016 was followed by the brief to refresh its sister brand,  Oreana Property Group  (OPG). OPG works in property development and construction, so this active, catalytic quality was emphasized using strong colour. Orange – an accent colour in the OFS palette – was ramped up as a lead colour for OPG. This turned out to be the key to giving each brand its own distinct look-and-feel, while keeping them both within the same unified identity system.

The successful launch of Oreana Financial Services in April 2016 was followed by the brief to refresh its sister brand, Oreana Property Group (OPG). OPG works in property development and construction, so this active, catalytic quality was emphasized using strong colour. Orange – an accent colour in the OFS palette – was ramped up as a lead colour for OPG. This turned out to be the key to giving each brand its own distinct look-and-feel, while keeping them both within the same unified identity system.

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