Sometimes the best rebrand starts with a name change.
The project began as a rebrand for Daylight Breaks, an established creative agency looking to reposition itself for the future. As we worked through the brand discovery sessions, it revealed that the business had evolved well beyond its original positioning.
During this process, the team recognised an opportunity to unite Daylight Breaks with an existing side venture called TACTIC. The name better reflected the strategic direction of the business and created a stronger foundation for future growth.
What began as a rebrand became the creation of a new identity that brought together the experience, reputation and capabilities of both ventures.
Project scope
– Logo and visual identity design
– Stationery
– Social Media templates
– Capabilities Deck template
– Stationery
– Social Media templates
– Capabilities Deck template
The CHALLENGE
A brand ready for the next stage of growth
The business had earned a strong reputation as a trusted creative partner, delivering video production, photography, animation, communication design and strategy for organisations across industries including defence, mining, energy, health and government.
As the business evolved, so did its role. While clients valued the quality of the creative work, they increasingly relied on the team for strategic thinking, collaboration and the ability to solve complex communication challenges.
During the discovery workshop, one insight kept resurfacing. Clients weren't choosing the business simply because they produced great videos. They chose them because they became trusted strategic partners who listened, challenged ideas and worked collaboratively to solve problems.
This shifted the conversation from what the business created to how it helped clients succeed.
The new identity needed to reflect this evolution, positioning TACTIC as a strategic creative partner while supporting expansion into new industries, attracting exceptional talent and creating a strong foundation for the future.
Chosen StylEscape direction
The Process
Creating a brand with purpose
Rather than jumping straight into design, we worked closely with the team to understand the business, its customers and its future direction. Each stage built on the last, ensuring every creative decision was backed by strategy.
Brand Discovery Workshop
We began with an in-depth discovery workshop, exploring the business from every angle. Together, we defined the brand’s purpose, positioning, ideal clients, goals and competitive advantage. These conversations helped uncover the unique qualities that made the business valuable and provided the strategic foundation for the new identity.
Stylescapes
With a clear understanding of the brand direction, we moved into the visual exploration phase. Stylescapes allowed us to explore different creative territories and establish the look, feel and personality of the new brand before moving into design development. By presenting multiple visual directions, we created an opportunity for collaboration and ensured the final identity aligned with the strategic vision for TACTIC.
Visual Identity
Building on the chosen direction, we developed a complete visual identity system that reflected TACTIC's strategic mindset. The identity was designed to feel confident, considered and adaptable, allowing the brand to work seamlessly across digital and print applications while supporting the business as it continued to grow.
Brand Experience
To help launch the new brand, we developed a suite of practical brand assets that could be used immediately across the business.
Deliverables included:
– Stationery, including business cards and email signatures
– Social media templates
– Capabilities deck and presentation templates
This ensured the brand wasn’t simply revealed. It was ready to be used consistently from day one.
