Hampton Street Traders

Tangent worked together with the Hampton Street Traders Association to create a brand from the ground up to represent and promote the Street. As the Traders Association was newly reformed there was no existing brand or street promotions in place whatsoever.

Project Deliverables:

  • Brand Creation
  • Web Presence
  • Social Media
  • Print Publications
  • Event Creation & Promotion
  • EDM Campaigns
  • Photography

The challenge facing Hampton Street was how to respond and reinvent themselves in the face of online retail competition and shopping mall megaplexes such as Southland. To bring together many small retailers with one common goal. It became clear the solution would lie in promoting local, promoting small and building a strong sense of community.

So from a zero baseline, Tangent worked with key stakeholders to create the identity and then to implement touch points across various media and promotions. The result is a vibrant Hampton Street which now engages with both the trader constituents and the broader community.

The web presence provides an information source for consumers as well as a traders resource portal with member only assets, the social media presence provides a key mechanism to engage in dialogue with the community and the Street. Two major street events have been run and promoted including a car show with over $25m of vehicles on display and thousands in attendance.

Where there was previously nothing, there is now a recognised brand, active marketing and promotion, street events, web presence, social media presence, engagement mechanisms and collective trader communications. Put together this means more feet on the street, consumer awareness, and directly improves the viability and profitability of over 320 small businesses.

Tangent are proud to have played such a pivotal role in re-invigorating Hampton Street to once again engage with its community and have a voice. The success of the Hampton Street brand has resulted in the Traders Association’s highest membership level ever. Ongoing partnership with Bayside City Council continues the growth and success with member and street promotions.

Want to create the same vibrancy and engagement for your own brand?
We’re ready when you are.

View Hampton Street website: www.hamptonstreet.com.au

View Hampton Street Members website: www.hamptonstreet.com.au/members


You know when you've arrived at Hampton Street.


Balloons for the festivities and Members Stickers all round.


Collage crazy... the Hampton Street vibe!


Online presence with trader resource section.

sipp-cafe-045_web davies-and-son-032_web

Happy traders.


Street events and promotions to engage the community.

SuperSat-A3-poster_web Halloween-web

Print and online event promotional collateral.

Not to overlook social media...

Not to overlook social media...

Chris Love Kitchen Design

Chris Love Design proivdes high end commercial kitchen and hospitality design services. The business had grown significantly in its first three years since start up. Branding had not been considered as part of the initial set up and was now an urgent and essential tool needed to reflect CLD competency and capability.

Work Completed:

  • Re brand
  • Online Presence
  • Building Signage
  • Stationery Collateral
  • Project Documentation

The initial brand was created and implemented, then work began on the online presence. Tangent audited and commissioned photo shoots of notable recent projects to showcase in the online folio as part of site development. Site content and design is understated to maximise the opulent settings of CLD completed works.

View website: www.chrislovedesign.com.au


Great branding for now and in the future.


A stylish website for a company defined by style.


A great photoshoot allowed us to show off the kitchen designs.


A fullscreen background allows the kitchen designs to be seen in their best light.


Custom galleries and great content make this a well trafficked site.

Craftsmen Contractors

Work completed:

  • Brand Rejuvenation
  • Stationery Collateral
  • Online Presence

Buildling Excellence. Craftsmen Contractors are established high end residential builders. A rejuvenation of dated existing brand and collateral was badly needed to reflect Craftsmen positioning as builder of quality, exclusive, architect designed projects, with brand projection reflective of capability. The old existing site used outdated html build techniques. The new site build and purpose was to function as a meaningful folio site showcasing completed projects. Photography was commissioned and undertaken of shortlisted projects to demonstrate this. In addition timelapse photography was implemented on site of a current project to show real time work in progress.


Bespoke designed interiors.


Branding rolled out to collateral


Well considered style guide

folio-craftsmen-03 folio-craftsmen-02

Stationery collateral rolout


Classy website for this high end constructions company


Detail of website media section

MOIRA Disability & Youth Services

Work completed:

  • Brand Creation
  • Brand & Resource Management
  • Online Presence
  • Stationery Collateral
  • Promotional Material & Marketing
  • Annual Reports
  • Exterior & Interior Building Signage
  • Key Service User Publications
  • Ongoing Brand Strategy & Development

MOIRA is an agency providing Disability and Youth Services in Melbourne. Over the years, the agency has grown and evolved from it’s original inception as a nursing home, to become one of Victoria’s leading and most progressive agencies.

The client partnership between Tangent and MOIRA  has evolved over many years, strategically driving the brand and keeping marketing relevant and consistent. As the disability sector faces a changing landscape of government policies and is turned on its head with a whole new paradigm of operation, the importance of branding has become paramount as Disability Service Providers are now forced to compete in a user pays environment.

As such, Tangent was recently asked to rebrand the organization and bring new life and vivacity to the brand. It needed to stand up against the rest. 

The new brand was developed in close partnership with key stakeholders and the result is a strong and memorable brand that visually retains MOIRA’s 40 year history and brings a new life and face to the organisation. Brand language has been carefully considered to communicate MOIRA’s diverse client base and range of support services. 

Supporting brand collateral was then rolled to include various applications starting with printed stationery, external and internal building signage and a web reskin.

The brand continues to grow and gain momentum as it’s progressively rolled out.


MOIRA Building Signage



Building Signage


Interior graphics and wayfinding system


MOIRA Website


MOIRA Time for a Break Respite Guide 2015


Pull Up Display Banners


Various printed publications and promotional event collateral.

Volunteer campaign posters

Volunteer campaign posters

Middy’s Data & Electrical

Long standing client partnerhsip including brand management and marketing services:

  • Brand Management
  • Marketing Strategy & Stakeholder Consultation
  • Create, Deploy Marketing Collateral
  • Online Presence
  • Social Media, Electronic Mail Promotions
  • Display Material
  • Printed Publications
  • Event Promotion

First established in 1928, Middy’s are Australia’s largest data and electrical wholesaler. With 96 branches nationwide, the Middy’s brand has evolved to be an iconic leader in the Australian wholesale electrical market. A key brand strength is genuine engagement and support of its customer base. The brand heritage is strongly promoted within this proposition.

Middy’s is a 100% Australian owned, family run company. Tangent are proud to have been associatied with the brand over many years and to have been a part of its ongoing growth. As market and industry challenges present themselves along the path, a solid client partnership with strategy and vision is essential to address and overcome these challenges. As a company grows, managing brand cohesion and maintaining a consistent and appealing call to market is crucial. Brands can become splintered and dated without constant vigilance and sound marketing strategy.

The Middy’s brand is now ideally positioned to deliver to its nationwide customer base, across a demographic from long standing customers to a new breed of tech savvy business owners and young apprentices. This is reflected in new technology products that Middy’s bring to market, alongside traditional commodity item ranges.

Working closely with internal Marketing and client stakeholders, Tangent audit, review and update branding applications and promotions as part of ongoing brand evolution. A brand resource houses branding guidelines and manages brand IP and collateral into a logical, accessible structure. This allows flexible application of the brand across multiple channels and touch points both digital and print supporting the Middy’s ‘Offering You More’ proposition.


Tangent continue to provide total branding and marketing solutions to this national company.


Printed collateral

A flexible, scalable online solution was called for. Bespoke apps added on where required.


Other online solutions include mobile specific websites and e-Newsletters

Printed collateral including promotional banners and brochures


Active Community Housing

An established community housing provider undertaking a simple entity change and repositioning gave way to a much broader and far reaching exercise than first expected. The brand audit revealed a brand lacking in personality and tactile touch points that was at odds with its day to day operations.

The extensive online presence was outdated and lacking in audience engagement. The legacy of disparate content add-ons over the years had created a massive site with little to no intuitive navigation. Digging out and representing relevant content in a new user friendly interface was the major challenge, together with seamless navigation to ensure access to online resources. Client side web administration now allows inhouse upkeep of the site in a streamlined and simple process.

Creating a brand which reflected the organisation’s tactile personality was paramount. Conveying this in the online and printed collateral was the first step. The result has been welcomed by tenants and stakeholders alike and has given Active Housing a whole new platform to re engage with its clients and partners. As the collateral roles out, the new brand has been warmly and immediately embraced.


Community Housing Provider brand creation

folio-active-01 folio-active-02

Printed brand stationery


Annual report design, layout and print production


Bespoke WordPress theme online CMS


Client enabled content editing CMS website

Tangent Design