SAMPLE OF WORK
Over the years, we've learned that showcasing all our work at once is impossible, so we’ve handpicked a selection to give you a glimpse of what we can achieve together at Emerger. If you connect with our vibe but don’t see exactly what you’re looking for, reach out. We can curate a portfolio tailored to your business challenge and industry. Rest assured, we have something relevant to share!
ERA
Interest and efforts to seamlessly re-integrate Ranger Mine back into Kakadu National Park - in what would be a world first - was at an all time high. But what was the best way to tell the story to ensure continued advocacy and sponsorship from key stakeholders?
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Here's a more compelling and streamlined version of your copy:
Research
Connecting the Dots with Insightful Research
We took the time to engage with key stakeholders within ERA, independently evaluating their insights and challenges. This thorough research provided invaluable understanding, shaping the narratives we should tell and how best to tell them. Our findings and strategic recommendations were presented to the board, paving the way for informed decision-making.Communication Strategy
A Unified Communication Strategy
ERA needed a clear and concise communication strategy that could be easily shared across the organisation, especially in crib rooms. We developed an “on a page” strategy that aligns everyone around the organisation's purpose, vision, and beliefs amidst significant changes. This document also outlined the key content pillars, communication rhythms, and a three-year roadmap for success.Brand Development
Revitalising ERA’s Brand for a New Era
Following our research, we initiated a brand refresh to mark ERA’s transition from operations to rehabilitation. We updated the logo, refined the colour palette, and crafted new visuals that celebrate ERA’s vision and purpose. These elements were designed to resonate deeply with employees, stakeholders, and the public. The brand refresh also included new guidelines, core business collateral, and digital assets to ensure consistent communication across all channels.Hero Brand Photography & Videography
Bringing ERA’s Brand to Life
Our mission was to authentically capture ERA’s new brand purpose through compelling imagery and videos. We focused on showcasing the people and passion behind ERA, moving away from sterile, corporate presentations. Instead, we told ERA’s story in a creative, personal way, highlighting the care and commitment of those driving the organisation forward.Positioning & Creative Strategy
Authentic Storytelling with a Vision for the Future
ERA needed to articulate its future vision authentically, celebrating its commitment to achieving a world-class outcome for the Mirarr Traditional Owners and the environment. We positioned ERA as part of the land's story, deeply connected to a positive legacy. By embedding the logo within the landscape, we visually communicated ERA’s people-centric approach, showing that their work is driven by heart and purpose.
ERA continues to navigate the path forward towards delivering a world-first transition and rehabilitation project; setting a new standard in environmental responsibility. This pioneering effort not only underscores ERA's commitment to creating a positive legacy for the Mirarr Traditional Owners and the environment, but also serves as a global benchmark for sustainable practices.
ERA LOGO EVOLUTION
CONAIRMAN
VS Sassoon for Men has established itself in the AUS/NZ markets over the course of 20 years, however the licensing agreement for the brand name (not the products) was coming to an end. Emerger was charged with developing the new brand and coming up with a campaign strategy to launch with retail partners, while minimising any negative impact and ensuring a smooth transition of the product range.
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ConairMan: Brand Strategy & Positioning
When rebranding from VS for Men to ConairMan, our priority was to ensure the transition resonated with both the Australian market and the retailers selling our products. This brand shift was delicate, particularly in a highly competitive category, so our approach needed to minimize any disruption. Our solution focused on early communication with retail partners to reduce potential negative impacts and ensure a smooth transition. We also needed to engage our internal sales team and retain the loyalty of existing VS for Men customers.
Through our research, we discovered that Conair, the parent company, was founded on the streets of Brooklyn, New York. Conair has since grown into a household name and a global leader in R&D, product design, and innovation. We decided to leverage this heritage, making the Brooklyn roots of ConairMan the cornerstone of our strategy.
Our campaign's core message was clear: MEN'S GROOMING IS OUR PAST, OUR PRESENT, AND OUR FUTURE. Conair has always been at the forefront of men’s grooming, with products that have revolutionized the industry. Now, we are bringing this legacy and innovation directly to our valued customers with the introduction of ConairMan. By building the ConairMan brand on the success of VS for Men, we’re reconnecting with our roots, our creativity, and our customers’ needs. ConairMan was born in Brooklyn, NY—and Brooklyn, NY knows grooming.
Soft Launch
To build trust with retailers, we developed a transition plan that clearly communicated the reasons behind the rebrand, assuring them that the product offerings, innovation, and quality would remain unchanged. We also created sales collateral and in-store assets (such as packaging and point-of-sale materials) to educate consumers about the brand transition.
Our goal was to reassure existing customers that they were in good hands while also attracting new customers who resonated with the ConairMan brand's story and vibe.
Launch Campaign
We executed a multi-channel marketing strategy for this campaign, which included channel recommendations, videography, radio, photography, digital media, social media, and microsite design. We also developed on-pack stickers and lockups for use at the point of sale, helping to educate customers about the brand transition and engaging them with our story.
“I’m pleased to report that the brand changeover was a success, with our retailers embracing the story of the brand’s return to its USA roots. A testament to the great pitch idea by team Emerger!”
INDIGENOUS RELATIONS
In the past decade, we have interviewed over 800 employees in mining. Of those interviews, proudly more than 50% were for our work in the Indigenous space. This has included having conversations with Traditional Owners and Indigenous Community Elders about the things that matter to them most. This work has given us an unparalleled and deep understanding of the need for inclusivity and diversity for Indigenous People across all industries.
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Rio Tinto made a commitment to increase Indigenous leadership within the organisation in order to improve strategic decision-making, change culture, help unlock the business value of relationships with Traditional Owners and help chart the future direction of the business.
After such a significant incident in 2020 their biggest challenge was how to authentically regain trust and at the same time attract, retain and grow Indigenous talent within the organisation.
Research
We worked hard to collect the dots before we tried to connect them. We spent countless hours interviewing both Indigenous and non-Indigenous employees to understand their felt experience within the organisation.
We knew from this research that we needed to do some truth telling and acknowledge the pain people were feeling in the business through story telling post Juukan Gorge. We also knew we needed to do a better job of telling the stories of the incredible Indigenous leaders within the business who believed the company had what it takes to achieve success and drive change from the inside out.
Brand Development
We created a brand for Indigenous Leadership within Rio Tinto that empowered the mission and set high expectations for all involved; acting as a badge of pride to drive forward the social change and business transformation the team is committed to achieving.
Our handcrafted logo was designed by Indigenous artist Lynicce Church, from the Ngunnawal, Wiradjuri and Kamilaroi tribes. The meaning is embedded into the design and acts as more than a mark - it is by nature a symbol of change for the business.
Finally, each of the colours in our final palette represent core elements of country; Pilbara red for the richness of the earth and the depth of the work being done to change, black for commitment, bright blue for the sky and endless opportunities, green for the colour of trees and growth and sun yellow to symbolise energy.
We Feel & We're Changing Content
Strategy: Rio Tinto employees had not had a chance to talk openly about how they felt after the Juukan Gorge disaster in 2020. From our research, we knew that in order to build a new future with bright Indigenous minds and empowered employees we needed to deal with the now, be vulnerable and show how "we feel" as real people of Rio Tinto. We did this through a series of short stories and one long form video that humanised the response to Juukan Gorge and gave hope for the future. Getting senior leaders who were involved in the delivery to tell the story of what has been done (and is being done) would also be the most powerful way to showcase progress.
The We Feel & We're Changing videos were played at the 2021 AGM in London and were widely received as a hallmark for success when it comes to authentic storytelling within the business.
Cultural Connection Content
We partners with the Cultural Connection team to create all the video content to go within their online training platform; aimed at increasing cultural education and capability within the organisation.
Heritage Awareness Team
The Heritage Team came to us with a challenge to turn their online education content into a video series. We partnered with them to deliver a series of 10 videos that are now being used to educate new starters (as well as the wider business) on what, when, how, why and where cultural heritage awareness comes into play within the organisation.
Weipa Seeds
This project celebrates the partnership Rio has with Indigenous Traditional Owners and Community to rehabilitate the land on which the business operates.
Two-Way Mentoring
An incredible initiative that partners Rio Tinto leaders with rising Indigenous employees, offering both the mentor and mentee the opportunity a learning opportunity. This was delivered as a content series featuring the mentors and their mentees discussing the value exchange of the program.
The Indigenous Leadership logo was created by Indigenous artist Lynnice Church from the Ngunnawal, Wiradjuri and Kamilaroi Tribes.
The “I” represents a person and the beginning of their leadership journey.
The circle represents our collective culture as Indigenous people and the importance of coming together to listen, learn and share. This process of sharing builds individual, community and organisational leadership skills, knowledge and experience.
The “S” represents the continuation of the leadership journey where individuals take their learnings and implement them at work and in the community. It acknowledges that each person's journey is different and unique, but an effective leader is able to create a shared vision and bring people along the journey with them.
COR DE COCO
Cor de Coco needed to revitalise the brand with a fresh, modern look that incorporated environmentally friendly and shelf-safe packaging. Additionally, it was expanding the product range into new categories, so the revised identity needed to be versatile enough to appeal beyond the existing audience.
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Background
After successfully launching Cor de Coco in Woolworths and independent grocery stores, the original ownership dissolved. Recognizing the brand’s untapped potential and the health benefits it offered Australians, the Emerger Team took the opportunity to acquire full ownership. That’s right—this one’s ours now.
Packaging
Our premium coconut iced coffee range initially came in sleek glass bottles, offering a top-tier drinking experience. However, glass was prone to breakage and expensive to produce. We needed a packaging solution that was not only more environmentally friendly but also addressed the durability issues and resonated with consumers who value both brand appeal and product quality.
Brand Asset Development
Exceptional branding and marketing require high-quality assets. To breathe new life into our brand, we conducted multiple photo shoots, capturing the products, ingredients, and hero content essential for building a compelling website and effectively marketing our brand to both consumers and stakeholders.
Key Messaging & Positioning
As passionate storytellers, we poured our creativity into crafting our brand narrative. With three out of five family members lactose-intolerant, but all of us being foodies at heart (read unwilling to sacrifice on texture and flavour) this brand became the ultimate creative and product development challenge. FOR DAIRY DODGERS, FLAVOUR CHASERS & STORY MAKERS landed as our hero message, whichnow serves as the guiding principle for all our copy and shapes our ongoing tone of voice.
Marketing & Influencer Engagement
We handle all our marketing and influencer engagement in-house, always on the lookout for the right user-generated content (UGC) partnerships. We collaborate with brand ambassadors whenever it’s feasible, ensuring our connections are authentic and impactful.
Website
We didn’t need an overly fancy website, so we built it ourselves, prioritizing strong copywriting and high-end, bespoke assets. We’re proud of what we created.
Product Development
Cor de Coco was started to create a healthy and delicious alternative to dairy milk products. We wanted drinks that tasted great and didn't compromise on quality; they had to "feel" like the "real" milk alternative, without the dairy. As iced coffee fanatics this was where we started and it has grown from there to a dream that Cor De Coco will be the number one alternative dairy brand for health lovers. We’re constantly evolving our range. Owning our own FMCG brand gives us the chance to walk the talk. We’re always testing new ideas in the market, staying ahead of trends, and pushing ourselves to create products we’re proud of—products our customers love with unwavering loyalty.
Why Do We Love Coconuts?
Coconuts are a vital resource, providing food, hydration, medicine, fuel, and building materials to communities from Cape York, Australia to Vietnam and Sri Lanka. They are among the most sustainable, healthy, and versatile plants on the planet. Our unique formulation includes at least 65% coconut water, making our drinks incredibly hydrating and packed with naturally occurring vitamins and minerals like potassium, magnesium, and vitamin C.
If you’ve read this far and want to try some of our products for free, email me at leticia@emerger.com.au and tell me why our iced coffees and shakes resonate with you.
Alternatively, if you just want to know more (we don’t blame you!), head to our website.
THE OLD ICED COFFEE PACKAGING…
“We knew the base of our iced coffees was excellent; smooth, creamy and the coconut flavour profile was minimal. There was no single serve, dairy-free shake option in the market - so we created one.”
OVERWATCH®
FMC needed to name, brand and launch a new herbicide into the largest agricultural market in the country; wheat, barley and canola. The brand identity we created also needed to have global relevance.
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Let's start where it ended...
The ending was nothing short of spectacular. FMC sold out the first allocation of product - three times the budgeted amount. This marked the most successful launch in FMC’s global history.
Our multi-channel marketing campaign delivered remarkable results, reaching 98% of our target market. By the time Overwatch was available, not only had they heard of it, but they also understood the value it would bring to their farming operations. There was no ambiguity about what Overwatch was. Our negotiated media spots provided more than triple the value we paid for.
Over the course of the next three years we continued to evolve the campaign to maintain market traction.
Now, let’s dive into the how it all began...
Positioning
We conducted an in-depth analysis of market competitors, both in Australia and abroad, as well as successful agricultural and challenger campaigns worldwide. The majority of advertising in this space was uninspired—pale, male, and stale. The typical imagery of an aging white male in a paddock, standing behind a ute with a drum and a dog, was outdated. We needed a more relevant and modern approach.
Naming
We sought a name that communicated the product’s benefits—watching over a farmer’s largest investment. It needed to resonate with our target market and work across multiple languages. Additionally, it had to be globally ownable. After considering a shortlist of over 20 names, we recommended Overwatch® Herbicide, which was approved by the global marketing and brand team.
Brand Identity
Our brand identity had to reflect both the product and its outcomes. Overwatch creates a distinctive magenta hue in treated crops due to its signature bleaching effect. We chose this magenta as the brand’s primary color to ensure in-paddock and on-shelf recognition.
This insight also inspired our campaign tagline: See the difference in the paddock. The tagline highlights the visual signature, superior efficacy, higher yield, and the new mode of action that addresses resistance, particularly in ryegrass.
To modernize the conversation and reflect the diversity of contemporary Australian farming, we featured a strong female agronomist and a younger farmer in all campaign assets. The black-and-white images, accented with magenta blocks of color and creative hand symbols, were designed to disrupt the market, grab attention, and cut through the cluttered conversation.
Campaign
Launching a new agricultural product involves long lead times—registration and approval are required before selling can begin. However, waiting until then to build a brand would have jeopardized the success of launching a new product in the same season. Farmers needed a reason to trust that this new product would work.
Our approach was three-phased:
Teaser Campaign
Registration Announcement
Buy Now
Marketing Strategy & Media Buying
Our strategy and media buying approach centered on three key objectives:
Launch with Impact: As a new product, we needed to ensure our target market knew about Overwatch® Herbicide before the key sales period. We bought media across six channels (Regional TV, Regional Radio, Google AdWords, YouTube, Facebook, and Twitter) and aggressively promoted the product’s unique selling points. This ensured our media hit very specific regions at the right times, ahead of the key sales period.
Convert Pre-Registrations into Sales: To turn mass market awareness into sales over 12 months, we partnered with FMC to ensure a seamless onboarding experience—from initial product awareness to pre-registration, and finally, to product availability in the market. This process was designed to be engaging, consistent, and deeply informative.
Enhance FMC’s Brand Recognition and Recall: Running such a large campaign across multiple channels, including TV, significantly improved FMC’s brand reputation and recall. To capitalize on this increased awareness and traffic, we included a series of brand posts on social media to highlight FMC’s history and values.
Services Provided: Channel strategy, media schedule negotiation, production and delivery of assets to all partners, as well as ongoing monthly reporting and optimization of schedules to ensure maximum value.
“Having Emerger partner with us has been invaluable. Their seniority, expertise and ability to deliver outcomes to our business is second to none. They have partnered with us on the delivery of our biggest product launch in history and in doing so have been proactive and gone above and beyond to work within our timeframes and sometimes complex international requirements. We will continue to work with Emerger for many years to come.”
So much pink!!! We needed to make the identity relevant to the product and the outcome. Overwatch created signature bleaching within a crop, creating a magenta hue in treated crops so we decided to use this as a primary colour for the brand to drive recognition in paddock and on the shelf. That same insight also led to our campaign tagline: see the difference in the paddock.
DIVERGER
ASX listed company Easton Investments acquired a suite of businesses and soon realised their expansion plans under the Easton name, brand and branding no longer made sense.
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Brand Workshops
We conducted a series of research and individual brand workshops with key leaders across the five businesses within Easton Investments. Our goal was to uncover what made each entity unique while identifying the common threads that connected them all.
From these workshops, we distilled the unifying DNA elements and highlighted what made each business in the portfolio distinctive. These insights would be the foundation for their future positioning.
As we progressed, it became evident that aligning Easton Investments' new strategic direction and vision required a fresh name and brand. This would not only reflect their current beliefs and vision for success but also create a cohesive identity across their portfolio.
By having the right people involved in our workshops, we ensured that the decision to rename and rebrand was met with strong support and enthusiasm.
Naming
Through a meticulous process involving naming workshops, master lists, IP checks, and testing, Diverger was chosen as the new name. A new name can significantly impact a business when it aligns with the company’s identity, future direction, and desired market position—or it can be just superficial change. The success ratio depends on how well internal alignment matches the new name and how effectively the brand’s story is communicated externally.
Naming a business is a science, and we employ a specific formula to create a shortlist of names and score them, allowing businesses to understand what will work—not just what they prefer.
Branding
To complement the new Diverger name, we needed a brand identity that embodied its meaning: divergent thinking, visualizing the big picture, and organizing smaller details into a cohesive whole. This had to be expressed through design, language, and the conduct of the people within the business.
We also redefined the brand architecture, aligning all other brands within the portfolio to demonstrate their collective strength. We subtly unified the portfolio by incorporating the D navigation logo across all brands.
Website
When ASX investors first hear about a tax and advisory group shaking up the industry, where do they go? The web. And how quickly do they judge the business’s quality based on its online presence? Instantly.
Diverger needed a website that communicated their new vision and innovative approach to the industry. They also wanted to tell their brand story more effectively, ensuring that it was presented with simplicity and elegance.
We designed a website that fulfilled these needs, providing key messaging and carefully curated brand images to bring Diverger’s vision to life visually.
“When we reformed the board, management and growth strategy for Easton Investments, it was critical to re-launch the company to the market with a refreshed identity that stood out from the pack. Our partnership with Emerger was critical to this process and creating the new Diverger name and brand identity has really allowed us to stand out from our peers and carve a new message to the market. I was pleased to hear from a competitor recently that they had completed a competitor brand review and concluded ours was the best brand positioning in the market. ”
LUXE BAKERY
LUXE Bakery came to us with a common business challenge; how do we stand out from the crowd? And, how do we make sure people recognise LUXE Bakery as a business that is separate to the group of cafes who licence the same LUXE name?
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Brand Workshop
Following an initial brand and marketing strategy workshop, we presented our insights along with strategic recommendations. We outlined key actionable and affordable steps that LUXE Bakery could take to quickly address their challenges.
Messaging
Brand storytelling is essential, and LUXE Bakery knew they needed expert help. We crafted new key messaging and developed their tagline, Handmade with Heart, a reflection of their logo and commitment to artisanal craftsmanship in their breads, pastries, and cakes. Armed with this powerful messaging, we created a creative brief that guided the filming and photography of not just the products, but the passionate team behind them.
Content
High-quality visual assets are indispensable for brand representation. People don't just imagine how great something is—they want to see it. To help LUXE Bakery stand out, we knew we needed to showcase their premium products with a premium visual identity, all within a reasonable budget. Over two days, we filmed and photographed their products and team, creating the stunning assets you see here. And yes, we ate like royalty while we did it!
Social Media Strategy
Social media is a feast for the eyes, making it a perfect platform for food brands. With a collection of mouth-watering assets, we built a content engagement strategy, executing monthly calendars, ads, and reporting to continually attract new customers to LUXE Bakery.
Website
When café owners look for new suppliers, where do they turn first? The web. And how quickly do they judge product quality based on what they see? Instantly. LUXE Bakery didn’t need a complicated or expensive website—they needed one that was easy to edit and beautifully showcased their products. They also needed to better convey their brand story, and we made sure their website did just that.
“By far and away the most professional and transparent Brand Agency we’ve come across. They took the time to listen and fully understand what was needed to achieve our objectives, rather than recycle previous ideas. Amazing attention to detail and fantastic communication throughout the project. Never overcharged, if anything tried to save us money wherever possible. Absolute professionals. Highly recommend.”
