\ Challenge

In 2014, Perth is OK! was a hashtag. By 2022, it was WA’s largest independent digital media company. It was a coming-of-age within the Western Australian media landscape they sought to signal with a revitalization of their brand strategy and visual identity. With an independent spirit and WA-focus, there could not have been a more meaningful or appropriate partnership for our 20th year. As traditional print and broadcast media has declined, it is more important than ever that there is a place for authentic, local, independent voices in the globalised digital space – and the success of Perth is OK! demonstrates there is a huge audience for it.

\ Outcome

Perth is OK! take back the narrative of WA for the people who live here through authentic, local, and optimistic reporting. An idea revolutionary in its simplicity and one that we verbalised through a brand story. We put into words their desire to bring about local good in all its forms (an idea that is now their tagline). A familiar friend to over 500k West Aussies, we chose to retain and leverage two iconic elements of the brand – the bright yellow and exclamation mark – though not before giving both a makeover for the online-era.

“Seeing our amazing team working hand-in-hand with the PiOK! team to create this digital-first brand that lives equally comfortably in the online and analogue worlds and across traditional to social to emerging media has reminded me why Tanya and I started Block in the first place.” – Mark Braddock, Creative Director.