Where brand and culture come together.
Comprehensive solutions for aligning your two most powerful assets—your 'people' and your 'brand'. How you engage employees should mirror how you engage customers. Get this right, and your brand strategy delivers lasting success.
Tools For Brand Success
Our Services
Identity
Brand
Build identities, create strategies, and amplify your presence across every platform.
HR
Culture
Engage employees, align values, and create workplaces where people thrive.
Experience
Events
Craft experiences that connect, celebrate, and leave lasting impressions.
The Philosophy That Sets Us Apart
Bringing brand & culture together.
Great brands are built from the inside out. Our seven-step process takes you from defining your brand’s identity to building loyalty and lasting connections with customers and employees. Each step is practical, measurable, and designed to make your brand stronger at every touchpoint.
Our Work
Our Projects
Explore our latest projects and casestudies.
Clean Leaving combined the founder’s commercial cleaning expertise with Dovetail’s branding and website design to enter Melbourne’s end-of-lease market with confidence. With a professional identity, a clear digital presence, and a strong lead-generation process, the business is now securing a consistent stream of customers and building a lasting reputation.
Creating a standout FR workwear brand for the US market
Discover how we helped Fireball Safety Workwear launch a bold new FR brand with a Shopify store, Google Ads, and digital strategy - now supplying teams across high-risk industries.
A new digital home for sustainable packaging
Chefmaster's website redesign brought a fresh, user-friendly e-commerce experience that increased sales and showcased their eco-friendly custom printing services, positioning them as a market leader.
Celebrating 60 Years with record-breaking industry event
To mark 60 years of VicParks, Dovetail created a record-breaking conference at GMHBA Stadium that elevated the brand, delighted sponsors, and brought the Victorian caravan park community together in style. From dynamic expo zones to a fully themed gala dinner, every detail was built to engage, impress, and deliver results.
A bold new brand identity for your super partner
IFS’s rebrand modernised its identity, strengthened its market position, and reinforced its reputation as a leading superannuation partner.
A bold new identity for sustainable packaging
Chefmaster’s brand identity refresh modernised its image, reinforced sustainability, and positioned the company for long-term growth.
A standout industry gathering for Australia’s only travel co-operative
ATAC teamed up with Dovetail to deliver its most successful Future Focus conference yet. Held on the Gold Coast, the three-day event featured standout speakers, unique local experiences, and a high-energy gala dinner. With record sponsorship and seamless execution, it set a new benchmark for Australia’s only travel industry co-operative.
A brand built to lead: Bluechip’s identity, strategy & digital edge
Freshly separated from its sister company, Bluechip Industrial Services needed a clear identity and market presence. We delivered more than just branding - we helped spark a second business, build out a full visual system, and roll out a digital presence that gives BIS the standout edge it needed.
Turning the finance industry’s biggest awards night into a spectacle of excellence
Discover how we helped CAFBA transform the 2024 NBFA into a sold-out celebration of excellence at the Ritz-Carlton Melbourne—complete with custom AV, lighting and event branding.
A seamless online experience for industry super partners
IFS’s new website improved user experience, enhanced brand positioning, and reduced costs, creating a stronger digital presence.
An employee handbook that talks like we do
Esencia Wealth wanted more than policies - they wanted a people-first handbook that reflected who they are. We crafted a complete HR manual with the right tone, structure, and design to support their team for the long term.
Australian Service Excellence Awards - Gold Coast
CSIA’s biggest awards night went north and Dovetail delivered a polished, unforgettable experience on the Gold Coast. From animated visuals to custom slide decks and a 10-metre media wall, this show celebrated service with style.
Bringing prestige and energy to the finance industry’s night of nights
See how we helped CAFBA deliver an unforgettable NBFA 2023 in Sydney, complete with branding, custom AV, and social-ready assets to spotlight every moment.
Singapore reimagined
The Traveller’s digital-first brochure has redefined how Singapore is marketed—more engaging, cost-effective, and sustainable than ever before.
A bold new identity for a heritage-inspired brewery
Goldfields Brewery’s identity blends heritage and fun, creating a standout craft beer brand that has quickly become a local favourite.
Recognising employees and top performers with Grunter Awards
The Reid Stockfeeds Christmas Party was reimagined to be more than a celebration - it became a strategic platform for engagement. From entertainment to recognition to sponsor integration, every element worked together to elevate the experience and reflect the values of a people-first business.
Celebrating 25 Years of Customer Service Excellence
A silver-studded celebration for 25 years of service excellence.
Dovetail helped CSIA transform the ASEAs into a dynamic, high-production gala event - with stars in the sky, on the screen, and across the customer service industry.
Challenge, Change & Celebration: CAFBA’s Annual Conference Returns with Impact
Returning to a live format for the first time in two years, CAFBA’s 2022 Annual Conference needed to land with impact. With a unified theme, smart visuals, and thoughtful execution across both the daytime program and evening gala, Dovetail delivered an experience that reinforced CAFBA’s leadership in the finance industry.
Rebranding an iconic Australia Goldfields hotel
The CLUB Hotel’s rebrand blends heritage and modern hospitality, positioning it as the premier destination in Southern Cross.
Helping bricklaying businesses lay the right foundations
Dovetail partnered with The Brick Business to simplify HR for small construction businesses. By creating two custom HR information packs—one for employers, one for employees - we helped remove the guesswork from hiring, onboarding, and staying compliant.
Creating an innovative brand for a critical minerals leader
NIMY Resources’ new brand identity and digital presence helped secure rapid pre-IPO investment, positioning it as a key player in Australia’s nickel exploration industry.
A trusted family brand built for the agricultural industry
Reid Stockfeeds’ modernised brand identity builds on its 37+ year heritage, empowering the “REID” name with a bold, adaptable logo that reinforces trust and competitiveness.
Financial branding built on trust, stability, and opportunity
NRB Investments’ new brand identity conveys trust, stability, and financial opportunity, reinforcing its position as a leading finance and investment group.
How we created a Zero Cyanide Gold mining brand
NuFortune Gold needed more than a logo - they needed a brand that would set them apart in a saturated market. Our strategy combined brand clarity with environmental credibility to reposition NuFortune as Australia's first clean gold producer. The result: a standout identity built for growth, investment, and the future of sustainable mining.
A distinct identity for a thought leader in natural health
MetaVate’s new brand identity and website establish it as a thought leader in natural health, ensuring clarity, credibility, and engagement.
Building a better people experience, from the factory floor up
For over 60 years, Plascorp has delivered tailored industrial solutions to Australian industries. With Dovetail’s help, they’ve now brought the same level of customisation and clarity to their employee experience. A full HR overhaul and new communications tools have created a more connected, confident and values-led workplace.
A high-energy industry event in the heart of Brisbane
Future Focus Brisbane delivered a record-breaking ATAC Conference, blending business insights, networking, and world-class entertainment—all while establishing Brisbane as a premier event destination.
A custom digital solution for travel agent success
ATAC360 delivers a powerful digital solution for ATAC members, enhancing communication, efficiency, and industry engagement while positioning ATAC as a leader in the competitive travel sector.
A groundbreaking brand for sustainable gold mining
Clean Mining’s new brand identity and global launch positioned it as the leader in sustainable gold mining, earning international recognition and driving industry-wide change.
A bold brand for a data-driven airline analytics leader
Airline Metrics’ new brand identity and website reinforce its role as a leader in airline data analytics, making complex data clear, actionable, and profitable.
A fresh identity for a premium travel experience
ANZ Tourism’s brand identity and website capture the essence of exclusive, high-quality travel, creating a strong market presence and driving increased customer engagement.
A glamorous brand refresh for the ultimate vintage experience
Vintage Illusion’s refreshed brand identity and website bring the glamour of the Roaring ‘20s to life, creating a seamless, stylish experience for vintage event enthusiasts.
Creating a Culture of Commitment at Havenhall
A highly engaged workforce is key to Havenhall’s growth and they now have the data and actions to prove it. Through honest feedback, a strong response rate and clear communication, the business has been able to build on what’s working and take action on what’s not.
Options Optometrists finds choice
Dovetail redefined Options Optometrists brand identity, by emphasising customer choice and customisation. The rebrand has successfully set the company apart from its competitors and positioned it for national expansion.
A refreshed travel brand helping travellers experience more
HolidayXP’s brand refresh strengthens its identity, reinforcing its promise to deliver unique travel experiences while supporting business growth and franchise expansion.
Core Refurbishments partnered with Dovetail to transform its brand into a market-leading identity for retirement living renovations. Through a refreshed identity, a clear category description, and a dynamic tagline, the rebrand positioned the company to attract new clients and celebrate positive retirement living.
Discover the story behind Dovetail.
Learn how we started, why we believe in aligning brand and culture, and how our unique approach creates meaningful change for businesses.
News
Stories and insights
Explore our latest articles on brand, culture and events.
Insights
Engage
Events
Dovetail Brand Engagement to Speak at The Business Show Australia 2025
We’re proud to announce that Dovetail Brand Engagement will be taking the stage at The Business Show Australia 2025 with a session designed to challenge how businesses think about their brand.
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Events
Dovetail Brand Engagement to Exhibit at The Business Show Australia 2025
We’re excited to announce that we’ll be exhibiting at The Business Show Australia 2025 on 5th and 6th November at the International Convention Centre, Sydney.
Insights
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Events
How to maximise your strategic meetings for Brand Engagement success
Crafting a brand identity that resonates across consumers, employees, and other stakeholders is the modern challenge. Strategic meetings, where these and other business elements converge, can be highly effective in aligning goals and actions if done properly. So how do you use them to your best advantage to move your brand up the Brand Engagement Pyramid?
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Events
Crafting enduring brands: lessons from iconic names
Discover how iconic brands like Coca-Cola, Apple, and Disney build lasting legacies through consistency, innovation, and emotional connections. Learn the key traits that make them stand the test of time!
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Events
Attracting top talent: the link between recruitment and branding
“At Dovetail we focus on the convergence of employee and consumer branding as a way to move your brand up the Brand Engagement Pyramid, so it stands to reason that we see brand as a key pillar in attracting top talent to an organisation,” says Dovetail Director Jackie Gordon.
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Events
The growing importance of Online Reputation Management for brands
In today's digital world, a brand's online reputation can be its strongest asset or its greatest liability. Online Reputation Management (ORM) has become a critical part of business strategy, dealing with the monitoring, influencing, and improving of how a brand is perceived online.
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Events
Why an Event Strategy is essential
Hosting events has evolved from simple gatherings to powerful tools for engagement and brand growth. With the resurgence of the events industry, businesses are realising that a well-crafted event strategy is essential for achieving meaningful connections and long-lasting impressions.
Insights
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Events
Transformative marketing trends in 2024 : Reinventing brand-customer engagement
The realm of marketing is in a constant state of flux, perpetually shaped by technological advancements, changing consumer preferences, and the ever-evolving data privacy landscape.
Insights
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Events
Beyond boardrooms: How succession planning shapes organisational DNA and brand image
Succession planning goes beyond filling leadership roles—it shapes an organisation's DNA, drives resilience, and strengthens brand values. By preparing leaders who align with core values and long-term vision, companies build trust, ensure continuity, and attract top talent. Discover how Dovetail’s approach integrates brand strategy and leadership development for lasting impact.
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Events
Why overseas conferencing is easier than you think
Hosting conferences overseas has traditionally been a venture reserved for large corporations with hefty budgets. The reality is shifting, and Australian companies are finding that taking their conferences abroad is not only feasible but also strategically advantageous.
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Events
Navigating turbulence: how Qantas can rebuild its damaged brand
Qantas faces a reputational storm with legal battles, employee trust issues, and declining customer loyalty. New CEO Vanessa Hudson steps into this pivotal moment, tasked with rebuilding trust and authenticity. With strategies like transparency, customer reconnection, and employee engagement, Qantas has a chance to recover and soar once again.
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Events
The Importance of Content Marketing for Brand Engagement
In today’s digital world, content marketing isn’t just a strategy—it’s essential for brand engagement. Learn how storytelling, trust-building, and community-driven content can transform your brand into an industry leader. Explore how Glossier’s content-driven success shows the power of consistency, quality, and audience participation in building loyal customers. Find out how content marketing drives organic traffic, personalises experiences, and boosts long-term brand devotion.
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Events
Developing your Leadership Strategy - What you should be actioning now
Start planning your leadership strategy now. Learn how to enhance engagement, attract future leaders, and retain top talent with expert insights from Jackie Gordon at Dovetail. Discover actionable steps like leadership workshops, mentorship programs, and well-being retreats that will set your organisation up for success.
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Events
Preparing your brand for the rise of sustainability
Sustainability has evolved into a global priority, reshaping consumer expectations and brand responsibilities. With 66% of consumers willing to pay more for eco-friendly products, authenticity and transparency are key to thriving in this new landscape. From supply chain audits to innovative product designs and impactful storytelling, brands like LEGO and Intrepid Travel lead the way. Will your brand rise to the challenge?
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Events
Your 2024 Brand Engagement Strategy - A comprehensive action plan for brand owners
Preparation is the key to success in the fast-paced world of brand engagement. Now is the perfect time to assess and strategize for the future. Discover how to enhance your brand’s engagement by revisiting your purpose, understanding evolving consumer behavior, and crafting adaptive strategies. Dovetail's expert guidance can help you refine your brand's positioning, align your content strategy with SEO trends, and prepare for future market shifts. The earlier you start, the more time you’ll have to perfect your approach and stay ahead of the competition."
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Events
Strategic approaches to supercharge your product launch events
Unveiling a new product is a defining moment in a brand's evolution. In a marketplace crowded with competition, these launches demand more than a basic presentation - they require events that captivate, engage, and leave a lasting impression. So, how do you design a product launch that resonates and maximises impact?
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Events
The power of storytelling in brand engagement
What’s your brand’s story? In a crowded market, facts and features aren’t enough - today’s consumers crave connection. Discover how brands like Thankyou, Koala, and Whittaker’s use storytelling to inspire loyalty, build emotional bonds, and stand out from the noise. Ready to transform your brand’s narrative into a powerful tool for engagement?
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Events
Are we entering a post-digital era in branding and engagement?
Discover how companies like IKEA and Lush are blending the digital and physical worlds to create mind-blowing customer experiences. From AR shopping tools to smart devices that predict your needs, this new era of marketing is all about seamless, personalised interactions. Ready to see what the future looks like?
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Engaging a multi-generational workforce: the art of balancing expectations
Four generations, one workplace: how do you keep everyone motivated? From Baby Boomers' loyalty to Gen Z's love for innovation, the modern workforce demands a nuanced approach. Discover how personalised engagement, flexible work options, and mentorship programs can bridge generational gaps and unlock your team’s potential. Ready to learn the secrets to multigenerational success?
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Events
Global trends in event planning
The event planning landscape is transforming, driven by technology, evolving attendee expectations, and a focus on sustainability. Modern events demand more than logistics - they require strategic planning that enhances engagement and delivers memorable experiences. From hybrid models and sustainable practices to technology integration and personalised attendee journeys, today’s trends are reshaping the way we connect, inspire, and create impact. So, how can you leverage these shifts to elevate your next event?
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Events
What can happen when HR and Marketing actually work
Explore how a strong partnership between HR and Marketing can enhance brand reputation and engagement. By aligning goals, sharing communication channels, and integrating strategies, both departments can work together to create a unified, authentic message that resonates internally and externally. From mutual objectives to shared metrics, discover the key strategies for building a cohesive brand that maximises the potential of both your people and your brand.
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The integral connection between employee well-being and your employer brand
What makes a company truly stand out? It’s not just the products or services — it’s how they treat their people. From mental health initiatives to flexible work programs, organisations like NAB and Mirvac are redefining what it means to care for employees. The result? Stronger employer brands, higher retention, and happier, more engaged teams. Ready to explore how prioritising well-being can elevate your brand and business success?
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Redefining Consumer Branding: A Dovetail perspective on AI and Data
In a world where technology meets consumer experience, AI and data are revolutionising how brands connect with their audiences. From Netflix’s personalised recommendations to Bookwell’s tailored services, these innovations empower businesses of all sizes to elevate customer loyalty and engagement. Imagine travel companies predicting your perfect holiday or bookstores crafting recommendations as you browse. At Dovetail, we see AI and data not just as tools but as catalysts for transformation. Ready to explore how these technologies can take your brand to the next level?
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Employer Branding Best Practice
Discover how a strong Employer Brand shapes everything from recruitment to employee retention. Learn key strategies for success: clear Employer Value Proposition (EVP), authenticity, employee advocacy, and digital presence. Explore the influence of Gen Z, who values transparency, social impact, and brands with purpose. Companies like Salesforce and Thankyou Group are leading the way by embracing these principles. As Gen Z redefines branding, it’s time to adapt and align with their values for deeper, meaningful connections.
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Creating inclusive events: our perspective on planning for diverse audiences and needs
Event planning has evolved into crafting inclusive experiences that resonate with diverse audiences. At Dovetail, we believe inclusivity in events is more than a trend - it’s a reflection of an organisation's commitment to equality and respect for diversity. From accessibility and cultural sensitivity to personalised communication and programming, inclusive events bring a sense of belonging and drive deeper brand engagement. How can your next event embrace inclusivity to leave a lasting impact?
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The role of internal communication in building your employer brand
Want to boost engagement, loyalty, and your company's reputation? Discover how transparent communication, tech tools, and employee feedback can skyrocket your employer brand! Don't miss out on these game-changing strategies.
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How to create an Employee Ambassador Programme: inspiring advocacy and loyalty within your workforce
An Employee Ambassador Programme can transform your workforce into passionate brand advocates, driving company culture, boosting brand reputation, and supporting business success. By selecting enthusiastic employees, providing training, and encouraging authentic content creation, you can expand your brand’s reach and connect with customers in a more relatable way. Learn how companies like Ritz-Carlton use this strategy to enhance guest experiences and drive loyalty. Ready to leverage your team as ambassadors? Start building your programme today!
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Sustainable Branding: The Impact of Environmental and Social Initiatives on Your Brand
Want to build a loyal customer base and stay ahead of the competition? Discover how brands like KeepCup, Outland Denim, and Patagonia use sustainability to win hearts and boost profits. Learn how aligning your brand with eco-friendly values can lead to long-term success and why it’s essential for Gen Z and Millennial consumers.
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The Power of Authenticity: Building trust through transparent consumer branding
In today’s market, transparency is the key to building trust and driving loyalty. Brands like Aesop and Who Gives A Crap show how openness about values, products, and processes fosters strong connections. Learn how to use transparent branding to elevate your brand, connect authentically with consumers, and rise above the competition.
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Co-branding and collaboration - joining brand forces
Co-branding with other brands can boost your reach, increase engagement, and open up new markets. Learn from iconic collaborations like Boost Juice & Vegemite and Gorman & Birkenstock. Discover how partnering with the right brands can elevate your brand image, reduce costs, and create unique offerings that set you apart.
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful—something that connects, inspires, and drives real growth - we’re here to bring your vision to life.