2019 — a year of finding purpose

2019 was all about purpose at Anthologie. To be clear about the change we want to see in the world, what we’re here to achieve and how we want to work together and with our clients to make it happen. To understand the contribution we make, and establish processes and systems to help us do more. To build a team of purpose-driven, talented and ambitious people, working with clarity, curiosity and empathy.

We have achieved all this and so much more, challenging ourselves to be better every day. In April 2020, we were named Challenger Agency of the Year.

We’ve come a long way since we opened our doors three and a bit years ago, with three staff and one big dream to do things differently. Though this dream remains constant, we never stop looking for ways to raise the bar and exceed expectations.

ANTHOLOGIE

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value. This approach has seen our full-time team increase to 10, and our client base continue to expand.

As a collection of thinkers, creatives, digital technologists and designers, we use a range of research techniques to understand the needs and behaviours of the people who interact with the products and services we design.

We challenge preconceived ideas about what an agency should do, say and deliver, constantly evolving our processes to meet the demands of the future.

It has been an incredible 2019 for Anthologie, with the appointment of a number of key clients, solid growth in both revenue and size, proven results across a range of projects and sectors, and amazing feedback from our clients.

Anthologie is a new breed of agency. One where ideas are sparked by anyone and everyone. Where involvement isn’t dictated by job titles or experience, but by collaboration and a shared drive to create work that solves problems.

We’re shaped by curiosity. Asking questions anywhere we can, and using a human-centred approach to create stronger brands that inspire long-term loyalty. We partner with ambitious people and companies who are already great, but have a hunger and drive to be better.

In a world of increasingly tight deadlines and diminishing budgets, we’re not afraid to be brave and stand up for what we believe in, even if it means going the extra mile to get there. As an independent agency, we’re driven by possibilities, not shareholder

Be human

Empathise. Talk. Understand. Give a shit.

Be humble

Shut up and listen. Adapt, improvise and learn.

Be positive

Imagine a better world. Then create it.

Be better

Raise the bar and exceed expectations.

Be there

Show up. Support the people around you.

o u r va l u e s

a b i t a b o u t u s

We believe in the power of creativity, design and technology to transform lives.

OUR TEAM

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Adelina — Client Lead, organiser and

Perth Hills tourist

Louis — Creative Lead, strategist and world traveller

Hannah C — Creative Designer,

illustrator and queen of bird

memes

Shay — Creative Designer, logo man and footy player Hannah W — Creative Writer,

storyteller and lover of bad puns

Amy — Managing Director, brand ally and Aperol Spritz fiend

Paul — Developer, designer and Nintendo champion

Hayley — Head of Studio,whip-cracker and Mum of three

Matteo — Creative Director, eco warrior and resident potato

Anthologie is a diverse mix of introverts, extroverts, night owls and morning people. Our strength as an agency lies in our ability to combine our individual strengths to create meaningful work, together. Ego has no place in our studio.

w h o w e a r e

Creating an open, collaborative and fun environment that balances deadlines with good times

2019

a y e a r i n r e v i e w

A closer look at our successful 2019, and our commitment to challenging the status quo

2019 was the year we really hit our stride at Anthologie, with a number of exciting new business wins, new additions to our team, and a strong growth in revenue. Our nimble approach gives us the freedom to respond quickly and effectively to the changing needs of our clients, without ever compromising on creativity.

This dedication to our craft saw Anthologie appointed to a number of key projects that would have once belonged to the ‘big kids’ of the branding world, underlining our commitment to challenging the status quo of what’s possible. This has not only seen our business performance grow exponentially, but has cemented our reputation as an agency to watch out for.

50% Growth in people

Amplified our reach through national and global projects, taking us to Melbourne, Sydney and China

notable projects in the last 12 months

—Launched Curtin University’s new $500 million innovation precinct —Worked alongside global senior leaders on South32 employee engagement —Launched Perth’s first bike share business on the East Coast —Launched Main Roads’ Real-Time Insights dashboard to tackle the problems surrounding Perth’s increasing congestion —Launched a mobile-first shopping experience for the luxury Kailis Jewellery brand —Designed the new Perth Football Club logo in just 3 days —Launched a strategically-driven brand positioning for Brightwater followed by story-led content campaign —Giving new purpose to a young fitness brand

—Educated over 400,000 parents and teachers about the future of work through our national campaign with the Department of Education and CICA —Defined a new positioning and direction for Austral Fisheries, the world’s only carbon neutral seafood business —Anthologie goes global with appointment to rebrand Chinese beef business, L28 —Appointed to launch global movement against inequality with Museum of Freedom and Tolerance

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30% growth in revenue

19 New clients welcomed by Anthologie

Matteo Globally experienced creative Matteo Di Capua appointed as Creative Director, following an illustrious career in Italy and Norway

Named Challenger Agency of the Year in Campaign Brief Awards 2020. The Challenger Agency of the Year Award recognises the dynamic contribution to the industry by agencies who are challenging the status quo.

B-Corp Joined over 2,500 global organisations as a Certified B Corporation after a two year assessment and improvement process

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Culture is everything to us. We believe the best work can only be created through collaboration, which is why everyone at Anthologie is encouraged to get involved and share ideas, insights and opinions whenever possible. We see every blank page as an opportunity to go above and beyond for our clients, constantly filling our studio space with scribblings, sketches and inspiration until we hit that ‘ah-ha’ moment.

We’re a social bunch both inside and outside the office. We have themed ‘family lunches’ every month, get together for regular events and industry gatherings, and hold a coveted Block Party in our laneway each Christmas.

201920182017

$4.3m raised for children suffering from rare or undiagnosed diseases

Attended and marched in the Perth Climate Strike

Hosted St Stephen’s Design students for an interactive and fun workshop

#FFTWeekly Food for Thought breakfasts where we share insights and inspiration around the subjects of homelessness, careers, listening, empathy, service design and more

Mentored amazing young designer Jessie Yong as part of the AGDA mentor program

Sparked new thinking with ideation training from Duncan Wardle, Head of Innovation at Disney

awards

—Challenger Agency of the Year, Campaign Brief Awards 2020 —Finalist: Best of Year Digital Media Campaign for Austral Fisheries’ Seafood for Good campaign —Allan Skinner Trophy for the Best Annual Report in the General Government Sector: Main Roads WA —Gold Award: Main Roads WA —Silver Award: Pilbara Ports Authority —CPA Australia Award for Performance Reporting: DFES

ot h e r h i g h l i g h ts

—Sponsored Perth Symphony Orchestra's Earth Hour concert — Implemented a highly efficient recycling station in the studio — Implemented eco-friendly studio products for staff to use —Collectively saved 300kg of CO2 in one week with the Ducky environmental challenge —Attended an accessibility workshop at Intopia to upskill ourselves —Presented our yearly Potato Award to our sustainability champion —And many, many beers

APPROACH

It starts with the brief. Or as we like to call it, the hypothesis. We ask lots of questions, and talk to lots of people. We deepen the client brief to really understand the shifts they are trying to make, and work with them to define the problem they need to solve.

Even if the budget doesn’t allow us to undertake research, we do it anyway, speaking to the people our communications set out to reach.

This might be sharing a cup of coffee with 89 year old Maureen, talking to people experiencing homelessness, or taking a tour of our local Fire Station with our amazing firefighters. It’s these conversations that help us to see things in a new light, far more than a standard brief ever

could. We believe in collaboration at every stage, starting with client workshops, putting our ideas up on the wall and sharing our knowledge with the team. Creativity comes from everywhere. We recognise that good work is a journey, and it’s one that’s best shared.

This open approach includes feedback, too. At every stage of the project, we ask ourselves “How can we do this better?” and invite our clients to undertake a simple, 1-minute survey to ensure we’re tracking well. After launch, our clients are invited to complete a more detailed survey, which helps us continually improve, evolve and apply these learnings to other projects

Whilst we are big thinkers, we are also craftspeople. And the heritage of typography will never stray. We work with process, care, consideration and quality. We care about the details as much as the big ideas.

We also believe it’s the challenges we face that enable us to grow the most. If something goes wrong, we are quick to respond in an honest and humble way. The relationships we build with our clients mean that whenever there is a problem, it’s a shared one and we can all work together to solve it.

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a l way s c u r i o u s , a l way s q u e s t i o n i n g

We refuse to take things as they are, but push ourselves to create truly meaningful work

Ideation workshop with Brightwater that

yielded 40+ great ideas for the client to

take away.

c a r e e r i n d u s t r y c o u n c i l o f a u s t r a l i a # w o r k2030

Creating much needed discussions around the future of work

d e p a r t m e n t o f e d u c a t i o n a n d t r a i n i n g

c h a l l e n g e

The way we work continues to change rapidly, yet the way we educate students about future careers still relies heavily on outdated information and opinions about ‘what’s best.’

s o lu t i o n

The changing world of work is an issue that affects all young Australians. #Work2030 was developed as a national campaign, using social media and direct email to generate strong engagement and start much-needed discussions.

We created a symposium around #Work2030, featuring a panel of students, recent graduates, career advisors and professionals, including the Global Head of HR from Damlier, plus Senior Leaders from Siemens, PwC, Mercedes Benz and Energy Australia. We held the symposium in Melbourne, and brought in high-profile Triple J presenter Tom Tilley to facilitate the discussions, providing thought-provoking debate that was captured on film and shared across Facebook, LinkedIn and Twitter.

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~0.33%

Avg. Avg.Avg.

Work 2030

Work 2030 Work

2030

6%15%

2%

Avg. campaign engagement rate

(LinkedIn)

Avg. campaign engagement rate

(Facebook)

Avg. campaign engagement rate

(Twitter)

#Work2030 Film Series – Part 3 of 4

Will robots take our jobs?

Why VET is right now

Where would we be without technology? It has definitely

played a huge part in transforming careers over the last 100

years, with even more change to come in the future.

This week, our panel is tackling some big questions about the

significance of technology and the importance of ensuring

young people have the experience they need to utilise new

technology in the most effective way.

As technology continues to rapidly evolve, it’s important to make sure we keep up. Robots

can do a lot, but they can’t do everything. It’s not just a question of what jobs robots can

do, but what jobs humans can do better, both now and in the future.

Vocational Education and Training is in touch with the realities of the current and future

employment market, because it’s entirely driven by the employment market. It’s right

now. So, why don’t we hear more about it?

We hope these discussions have given you plenty to think about. Stay tuned for the next instalment in the

series, coming soon!

How will technology affect the future of work?

View the films and download some great free resources.

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The campaign showed remarkable engagement rates in social media advertising

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The project has been a collaboration between some of Perth’s leading creatives – including &Partners, Pretzel

Communications (PR), Monk (Digital) and Alucinor Productions (Film)

visit why?

mention share

tagSelect a

comedian and click on ‘share

this joke’

Mention@ProjectY and

#thesuspenseiskillingme

Post to Facebook

Tell us why you are in support of raising awareness for kids

living with a rare and undiagnosed disease

Challenge 3 or more friends to

participate

c h a l l e n g e

Over 500,000 Australian children are currently living with a rare or undiagnosed disease. For many of these children and their families, every day is spent in constant uncertainty, not knowing what tomorrow will bring. The Undiagnosed Disease Program (Project Y), lead by clinical geneticist Dr Gareth Baynam, brings together a powerful team of Western Australian doctors and researchers together with one goal – to provide much-needed answers and put an end the unbearable suspense.

s o lu t i o n

We developed a campaign ‘The Suspense is Killing Me’ in collaboration with &Partners, as a way to highlight the suspense so many Australian families live through each and every day. We enlisted the support of global funny people, including Stephen K Amos and Arj Barker to record and share jokes without the punchline to leave audiences in suspense. We also launched a viral component where anyone can record a joke on socials to raise awareness. The campaign is ongoing and we have recently secured the support of Perth Football Club as charity partner.

p r o j e c t y t h e s u s p e n s e i s k i l l i n g m e

Raising crucial awareness and funding for Australian children living with a rare or undiagnosed disease

Support from some of the world’s leading comedians — Arj Barker, Stephen K Amos, Joe White, Rory Lowe

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c h a l l e n g e

Kailis Jewellery is a highly respected Western Australian jeweller, creating bespoke pieces from untouched and unique Australian South Sea Pearls. Though their brand and reputation were strong, their website was creating a number of barriers for customers, which prevented this reputation for excellence from being converted into sales.

s o lu t i o n

Our main goal was to identify and remove barriers on the existing Kailis Jewellery website across mobile and desktop that were resulting in cart abandonment and lower levels of engagement when browsing. In order to achieve this, we followed a highly structured process that included feedback and user testing at each stage, ensuring human-centred design was at the heart of the new website.

k a i l i s j e w e l l e r y m o b i l e - f i r s t o n l i n e r e ta i l e x p e r i e n c e

Marrying an emotive brand experience with great usability for an historic Western Australian luxury brand

Meeting a challenging deadline to design

and develop a luxury mobile-first website

for Kailis Jewellery in just ten weeks.

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a u s t r a l f i s h e r i e s s e a f o o d f o r g o o d c a m p a i g n

Creating a conscious movement towards more sustainable seafood choices

c h a l l e n g e

Our oceans and marine life are under constant threat from overfishing, rising temperatures and pollution. In order to safeguard their health in the future, it is crucial to raise awareness and promote the benefits of sustainable seafood operations. Austral Fisheries is an Australian owned and operated fishing company that is leading the way in sustainability.

s o lu t i o n

We developed a new brand platform ‘Seafood for Good’ to bring to life Austral’s impressive achievements across four main sustainability initiatives.

We then launched a digital experience, activated through a QR code on the product and supported by a Facebook campaign, competition and PR. Audiences were asked to vote on which of Austral’s sustainability initiatives mattered most to them. The online video generated unprecedented views with very little budget and the competition was a huge success with high click-through rates and a growth in their marketing database.

Challenging Australians to make

sustainable seafood purchases and

consider the impact of their choices

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Discover Austral’s Seafood for Good

initiatives on the microsite

Scan the QR code on Austral products to discover

the seafood’s journey from catch to plate

Sparking discussion around a number of

Seafood for Good themes

Vote on what matters to win 5kg of carbon neutral prawns

As you are MSC certified, I love all your fresh seafood. We only ever have your products on our table and in our freezer.

All your initiatives are very important but I think the sustainability of the ocean tops the list. We have to make sure we don’t over fish and keep our oceans clean so our future generations can enjoy the ocean.

Love that you are an Aussie owned, carbon neutral company

Being carbon neutral is awesome, love that these delicious prawns are ocean caught, not farmed.

The only fishing company in the world to be certified carbon neutral...actions not just words to bring consumers the best quality seafood while providing jobs in Australia

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c h a l l e n g e

The changing needs of higher education require new ways of connecting, learning and sharing. As one of Australia’s leading tertiary institutions, Curtin University must stay ahead of the curve in order to continue to attract world-class talent. A new $500 million industry and innovation precinct will form Stage 1 of the Greater Curtin Master Plan, designed to bring community, university and industry together. Anthologie was tasked to develop the name, strategy and identity for the precinct.

s o lu t i o n

Following an extensive Place Making Strategy by the Hornery Institute, we developed the name, positioning and creative platform to launch Exchange. The brand identity is built on the theme of shared ideas and connection, designed to illustrate the way people move in and around places. We have developed precinct hoarding covering over 221m, a suite of films, launch materials and a website. We are currently working to develop flythroughs and creative ideas around space activation as Exchange continues to develop.

c u r t i n u n i v e r s i t y p r e c i n c t b r a n d i n g

Bringing Curtin University’s $500m innovation precinct to life

The brand identity is built on the

theme of shared ideas and connection,

designed to illustrate the way people

move in and around places

Animation introducing the brand to internal stakeholders

Meet Exchange

It’s a place to livemeetliveworklearnshare

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Uniting an amazing organisation with a new name, new brand, and an emotional story about the people they support.

s t b a r t ' sr e b r a n d

Helping an Australian-owned and operated pet cremation business to upgrade their image and tell their story with heart.

l a w n s w o o db r a n d i d e n t i t y

Positioning The Merrywell as the ‘go-to’ dining and drinking destination with a funky, retro rebrand and bold tone of voice.

t h e m e r r y w e l lr e b r a n d

crownperth.com.au @crownperth

show us your buns korean

style fried chicken

bao buns

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Working together with the Minderoo Foundation to engage and empower world leaders to end modern slavery in our lifetime. Launched at the UN in New York.

m i n d e r o o f o u n d a t i o n g l o b a l s l a v e r y i n d e xp u b l i c at i o n a n d f i l m c o n t e n t

A strategic rebrand, bringing to life Brightwater's new purpose and setting them apart.

b r i g h t w a t e rb r a n d p o s i t i o n i n g

Creating two new logos to mark a new direction for the Club – all in a two day deadline.

p e r t h f o o t b a l l c l u bl o g o

Where some see everyday life, we see valued independence.

© A N T H O L O G I E 2 0 1 9We see what others don’t.

Brand Monogram

people are living

in slavery today – a

devastating number40m+

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Building a strong safety culture on one of Australia’s most remote mine sites, and reinforcing the importance of putting people over productivity.

s o u t h � �s a f e t y c a m p a i g n

A controversial opportunity to develop a united voice and identity that positioned Altum as the premium recreational cannabis brand in Australia (and beyond).

a l t u mb r a n d p o s i t i o n i n g

Giving a young and exciting fitness brand the chance to flex their creative muscle with a powerful identity and story.

l a f i tb r a n d i d e n t i t y

#CannabisCurious

I PLEDGE TO PUT PEOPLE BEFORE PRODUCTIVITY.

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We’re proud to have worked with some incredible clients. This is what they had to say.

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“Anthologie have become a

natural extension of our team”

Hi Amy and Matteo, I just wanted to write to thank you all for your dedication and drive in getting our document done – we are absolutely delighted with the end result, in particular how you have managed to bring some dry and difficult concepts to life!

I just wanted to let you know how much we have valued your creativity. Jai Thomas PROJECT DIRECTOR, DISTRIBUTED ENERGY RESOURCES Energy Policy WA

In late 2019 we worked with Anthologie to refresh the brand identity of our fitness studios. Their approach was both collaborative and engaging, bringing our whole management team together to reveal a new purpose, guided by our established values.

This approach not only revealed an authentic brand identity, it also ensured buy in from our team. The result is a fun, fresh new look and voice that speaks to our members and embodies who we truly are as a community.

Following this, we are now part way through our second project with Anthologie on the user experience and design of our new website. Anthologie’s thinking has helped us restructure the site to guide two separate customer journeys for new and returning members and we are pumped to see the finished product next month!

Claire Chidgzey FOUNDER LA Fit

The team at Anthologie are great to work with. Creative ideas come easily and even the most challenging projects are tackled with energy and with minimum fuss.

We’ve worked with Amy and the team on some major energy sector projects, and their ability to turn often dry and complex topics into compelling and visually stunning communications has been truly refreshing.

Michael Harris CONSULTANT TO ENERGY TRANSFORMATION TASKFORCE Oakeswell

The team at Anthologie are remarkable for their innovation, passion, verve, strategy, team work, professionalism and compassion. This fantastic combination has been critical to the success of interwoven initiatives to improve the lives of individuals and families living with undiagnosed, genetic and rare diseases. On behalf of the children, youth and families - thank you!

Dr Gareth Baynam CLINICAL GENETICIST,

Rare and Undiagnosed Disease Program

We’ve used a variety of agencies in the past and they’ve all had their strengths and weaknesses. One of Anthologie’s strengths is that they are very genuine and authentic about what they do. This seems to make them very good at creating messaging that speaks to our values. They are also accessible, meaning that I can talk to anyone that I want, from the owner to the graphic artist doing the job and appointments can be arranged nimbly.

Lance Stringer MANAGING DIRECTOR Lawnswood

Over the years, Pilbara Ports Authority has entrusted Anthologie to design and produce its Annual Report, a significant piece of work requiring months of attention-to-detail and great effort. The consistently high quality of work, timeliness, dependability, topped with a friendly and easy-to-work-with team makes its pleasure to work with Anthologie. Our Annual Report has been awarded two consecutive Silver Lonnie Awards, which recognises Excellence in Annual Reporting. Thank you Anthologie for your fantastic work and support over the years.

Albina Skender CORPORATE AND GOVERNMENT AFFAIRS SPECIALIST Pilbara Ports Authority

We originally chose to work with Anthologie of course because of their gorgeous portfolio of work but also because of their values, energy and vision. We could just tell they ‘got’ us and over two years on, that has remained true. Anthologie have become a natural extension of our team. Their willingness to eagerly embrace our ambitious concepts and adapt to how we work has allowed us to undertake some really exciting projects and has been incredibly refreshing in comparison to other agencies. Anthologie have become an invaluable partner.

Lani Weston COMMUNICATIONS AND COMMUNITY ENGAGEMENT MANAGER Curtin University

w i t h t h a n k s

To our friends, creative partners and clients, we say a huge thank you for making 2019 a year to remember

Thanks to our supporters When things get busy, we get by with a little help from our friends. We’d like to take a moment to give a huge shout-out to our incredible support crew, from freelance creatives and strategists, through to our film crews, animators, social media experts, developers, artworkers and everyone in between. 2019 was a year of big projects and milestones, and we were able to achieve all these together.

A vision for 2020 If 2019 was about purpose, our goal for 2020 is to focus on experience. What sets Anthologie apart is the way we work with our clients.

We hear this feedback all the time, and we want to amplify this experience further. We want to make every day an experience for our people, and build experiential brands that evolve and create real impact on the world.

our friends & collaborators

—Monk —Carolyn Hall —Alucinor Productions —Jon Shaw —Paulina & Ed Hobbs —&partners —Andrew Tinning —Pretzel Communications —Bonfire —Dead Pixels —Vicki Coupe —Clip Media —Polar Media —EntireIT —Oakeswell Communications —Erin Bourne —Beautiful Pictures —Fred —Direct Image —Metrix Consulting —Richard Jefferson —Chris Gurney

memberships

—Certified BCorporation —Perth Advertising and Design Club —Australian Graphic Design Association —2017 40 under 40 winner – Amy Sutton —2017 Emerging Leaders in Philanthropy

WeAreAnthologie.com

wa l k t h e ta l k

Sustainably printed on 100% recycled Ecostar paper, utilising solar electricity. Both the printer and paper manufacturer are ISO14001 accredited, the highest international environmental standard.