Project Details
When your business levels up, your brand needs to rise with it. For Alliance Automation, joining Telstra Purple meant evolving into a nationally scaled, future-facing organisation – but with roots worth preserving.
With a smart blend of design strategy and creative restraint, MindMoB delivered a brand refresh that maintained authenticity, embraced cohesion, and positioned Alliance Automation for what comes next.
- NBrand
- NCommunications
- NCollateral
Aligning Alliance Automation with a future-facing identity
When Alliance Automation joined Telstra Purple, the brand needed more than a visual update. It needed to evolve.
The challenge was to align with Telstra Purple’s bold, tech-forward identity without losing the essence of what made Alliance Automation trusted and recognisable in its own right.
MindMoB led the brand refresh and worked within strict brand guidelines to ensure Alliance Automation retained its distinct voice in a competitive automation and systems integration market.
Challenges
With strict brand parameters set by Telstra Purple, Alliance Automation needed to:
Brand integration
Integrate Telstra Purple’s colour palette and typography while retaining Alliance’s core logo.
Modern visual identity
Modernise the brand’s look and feel to reflect a more future-focused, nationally scaled business.
Unified Design System
Create a unified visual identity to apply across everything from social media to proposals
With technical and visual constraints in place, creativity had to come from within those boundaries – without defaulting to a generic corporate look.
Solution
MindMoB approached the project with a design-led lens—preserving the integrity of the Alliance Automation brand while embedding it confidently within the Telstra Purple ecosystem. This included:
Brand alignment
Aligning the logo and brand to Telstra Purple’s prescribed colour palette and typography for consistency.
Custom brand pattern
Creating a custom brand pattern, inspired by Alliance’s icon – representing automation, systems and data.
Service icon design
Designing iconography for key markets, services and values – streamlining communication across materials.
Comms guide development
Developing a comprehensive brand and communications guide for consistency across all touchpoints.
This visual system became the foundation for a broad range of brand materials.
Deliverables
To support Alliance Automation’s national presence and internal rollout, MindMoB created:
Stationery and business cards
Social media branding for LinkedIn
A polished, future-facing company brochure
Pull-up banners for external events
A Microsoft Office suite of branded templates.
Email signatures for the full Alliance team
These tools helped internal teams apply the brand consistently while supporting external recognition and credibility.
Results
Alliance Automation’s brand now reflects the next stage of its evolution: a technically sharp, design-conscious business that’s part of something bigger – but still distinctly itself. The custom pattern in particular gives the brand a recognisable, ownable graphic asset that sets it apart, while seamlessly tying it into Telstra Purple’s broader identity.
This refresh doesn’t erase the past. It builds on it.
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