25 years of helping businesses get brand right. BRANDING FOR BUSINESS annie@dowgoodfolk.co.nz Any doubt that Annie Dow is passionate about the business of crafting meaningful brands evaporates within moments of a conversation with her. “I have a team of really skilled people around me and we’re all super passionate about what we do,” says Annie. “I’m a firm believer and advocate of brand unlocking the potential of a business. It all comes down to the fine art of crafting brand design, which is why we pride ourselves in being specialised in what we do.” Annie is at the helm of Dow Goodfolk (formerly known as Dow Design), the business that she founded with her late husband Greg Dow in 1993. From those early beginnings the business evolved rapidly, particularly in the FMCG business, becoming a respected and household name in marketing. Over the years the business has continued to evolve as the market has evolved and in 2017 Dow acquired a more specialised digital design consultancy, taking the opportunity to rebrand as Dow Goodfolk Today, Dow Goodfolk takes pride of place as one of New Zealand’s leading brand design agencies; certainly one of New Zealand’s most well known. While still deeply involved in FMCG, Dow Goodfolk’s growth journey has taken it to a diverse range of sectors including insurance and finance, legal and accounting, beauty and construction. Based in Auckland, the talented team of visual design professionals at Dow Goodfolk operate throughout all of New Zealand’s city centres with clients across all regions, along with a number of international clients calling upon Dow Goodfolk’s safe hands. “Our main purpose is the design of brands and visual communications that will help transform businesses. It means telling a business’s authentic story. Many businesses find it difficult to articulate what it is that they stand for. Our role is to ensure that a business does stand out from its competitors in whatever category it is in. Every business has a brand heart or authentic reason for why it began and it’s about unlocking that beautiful little gem that every business has.” The beauty of working with companies that understand that is a pleasure, never more so than the collaboration with Van Dyck Fine Foods on its Marcel’s brand. “They recognised their brand was not functioning well for them. So for us it was about unlocking the beautiful story about Marcel — the original founder of the business. We interviewed all internal and external stakeholders to peel back the layers and proposed a whole new branding idea. We came up with the modern pancake kitchen, expressing the idea that pancakes make you happy, to get more people eating more pancakes more often. We had to awaken the brand and create a visual look that was authentic but centred around the happy pancake kitchen. And we achieved that.” Annie says when a business possesses a powerful brand it becomes a wonderful enabler that transforms the very heart and culture of a business. “When you have unlocked a true, authentic reason for the business’s being and bring that together in visual branding, you start to see sales lift. The owners understand that and it’s a beautiful collaborative journey that can also be a lot of fun.” Phone Number: 021 979 699 Website: https://dowgoodfolk.co.nz Email: annie@dowgoodfolk.co.nz Dow Goodfolk
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