WPC Group – Australia

product positioning, editorial and visual identity

strategy & brand management • experience & design

How might we turn an editorial product into a new marketing positioning opportunity?

When WPC Australia came to us, they were looking for a simple booklet editorial design. After a quick briefing exercise, it was clear that we needed to go beyond that.

To market the apprenticeship concept in the US, we would need to communicate a change in perspective effectively and quickly. Without doing so would mean trying to preach to deaf ears.

In a straightforward, obvious hindsight solution, we gave WPC a visual identity for its whole apprenticeship program based on impossible objects, optical illusions that force us to challenge our initial perceptions.

The results were so good that what was supposed to be a spinoff publication for an expanding market became the visual identity and brand position for WPC’s Australian and global apprenticeship programs.


brand opportunity exploration

editorial design

visual and brand identity

editorial planning and management