New Aim refreshes brand identity
Private e-commerce organisation, New Aim, has revitalised its brand identity.
The announcement:
New Aim, Australia’s largest private ecommerce company, has refreshed its brand identity to reflect its DNA, vision and mission.
Founded in 2005, New Aim is today a leading e-commerce company that leverages proprietary technology to enhance procurement, supply chain management and multichannel integration. This combination enables New Aim to perform as a top supplier to Australia’s most loved retailers and marketplaces, including Bunnings Warehouse, Myer, Woolworths, Big W, Catch, eBay, Amazon and MyDeal.
New Aim is also the parent company of Dropshipzone, Australia’s only homegrown B2B2C marketplace that connects thousands of Australian retailers and suppliers.
The new tagline for the company, “E-Commerce. Enhanced. Evolved. Empowered.” reflects the unique position that it holds in Australia’s e-commerce industry.
Independent creative studio Christopher Doyle & Co. was engaged to refresh New Aim’s brand and give it a modern, fresh and bold identity which reflects its DNA. The studio was previously engaged to refresh Dropshipzone’s brand two years ago.
Two key themes came out of the brand workshop conducted between the creative studio and New Aim’s key executives was that New Aim is perceived as a product supplier, when in fact it’s an e-commerce technology company; and that it thrives on partnerships and connections with peers, competitors and newcomers that builds an all-important community.
“For nearly twenty years New Aim has been an integral part of the Australian ecommerce landscape. It’s really difficult to imagine Australian e-commerce without New Aim. We decided that it was time to bring New Aim out of the shadows and start being famous in its own right,” said New Aim founder and CEO Fung Lam.
“Our proprietary e-commerce technology that enhances our supply chain, supports our B2B2C marketplace and powers our product data and insights is now ready to be shared with other businesses looking to expand and scale.
“We know that our reputation exists as a large product supplier. We needed a brand that reflected the secret sauce of our success, that is, we build technology that supports the entire e-commerce operation, from factory to front door,” Mr Lam said.
The updated tone of voice, accompanied by a bold and refreshed brand is designed to transform New Aim from being an oft-known but unrecognisable entity and position it to become a famous B2B retail technology brand.
“We have had the pleasure of working with the New Aim team on a variety of brand and design projects over the last two years. It’s been fantastic to help evolve the company’s master brand. New Aim’s collaborative culture and genuine mission to empower Australia’s e-commerce industry are truly unique. This new chapter for the brand celebrates the values, technology, and vision at the heart of the organisation,” said creative director Christopher Doyle.
CREDITS:
Fung Lam – founder & chief executive officer, New Aim
Cecilia Chiu – co-founder & chief strategy officer, New Aim
John Barkle – general manager, Dropshipzone
Renee Alima – brand manager, New Aim
Christopher Doyle – creative director, Christopher Doyle & Co.
Emma Van De Werken – designer, Christopher Doyle & Co.
Source: New Aim
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