Dovetail / Rebrand.

Crafting the Perfect Fit.

Dovetail is a flexible and nimble advisory firm offering end to end commercial and procurement services to Australian businesses who don’t have in house procurement teams or are looking for additional resources. Based in Western Australia, Dovetail has been offering internationally acquired cross-sector experience since 2019.

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The existing brand struggled to stand out from the pack and blended with the conservative, old-school approach of its competitors. The brand failed to represent the capability, vision and aspirations of the company and did not communicate the unique position and bespoke expertise of Dovetail.

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Website Before/After


Axiom rebranded Dovetail, refining their brand strategy to position them as a brand that is established, trusted and yet clearly signalling a changing of the guard in this very traditional space. We created the tagline ‘Crafting enduring value’ to reinforce their brand proposition. The unexpected colour palette and a suite of unique graphic devices play a supporting role in positioning them as a subtle disruptor in their market.

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Creating a brand that reflects their purpose and value proposition has resulted in Dovetail reaching a wider audience. The rebrand has allowed Dovetail to cut through the marketplace with a unified, refined and compelling offering.

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We approached Axiom to help with a complete brand refresh of our growing Commercial and Procurement Advisory business.

The team at Axiom took us through a surprisingly thorough (to us at least!) process which required us reflect on our values, how we positioned our services and included an analysis of our competitors. This was a valuable exercise in addition to the more tangible deliverables we received as part of the engagement.

The concepts for the rebrand which Axiom produced were impressive and thought provoking and we had a difficult choice choosing between them. We were delighted with the direction we went and its possibilities and the subsequent manifestations (collateral, website, LinkedIn branding etc) has received a universally positive reaction from our customers and partners.

We cannot recommend Axiom enough and the entire experience was fun, engaging and productive from the very first meeting.