For years we’ve been hearing about how the internet is slow to catch on in regional areas due to slow connection speeds, differing attitudes and just about any other reason you could throw in. All this talk unfortunately meant that marketers often overlooked the regional market. 2012 was the year this finally started to change.


As a long-term client of ours here at Adstract Art, we had been in ongoing discussions with Genetics Australia about the benefits of a strategic online presence. When we were invited to present our ideas, we were champing at the bit.

When we sat down to discuss our ideas, we were pleased to discover how much they ‘got it’ – they saw the potential of the web for their brand and what’s more they understood how their complex data assets could be represented. After going through the details and presenting our plan, we then got underway with the design and build.

As an integrated agency, we know how important it is for the work you do offline to be reflected online and vice-versa so one of the first objectives for us was to provide a solution that offered a truly integrated marketing experience. This meant that the design of their marketing material needed to have a consistent look and carry the brands URL (web address), with plans to ensure the website delivered relevant content for all current marketing activity.

We started with a strong visual that could be a carried across a range of mediums. We then created a comprehensive series of communications centred around the new strategy.

The result is a great new website and range of promotional materials that are truly integrated with online, providing the brand with a consistent tone of voice and aesthetic.

The new strategy had an immediate effect, with the brand now expanding internationally and achieving significant success in Europe, the Americas as well as Asia – an important market as the economy expand and diets evolve to increase the importance of beef.

www.genaust.com.au