// FROM CONCEPT TO BUSINESS MODEL
CLIENT: Western Australian Quality Assurance Service (WAQAS)
BRAND CONSULTANCY | PROCESS IMPROVEMENT | MARKETING STRATEGY | DIGITAL & PRINT EXECUTION
Discovery
“Quality is our Business”
Bringing diverse experience in Quality Assurance across a multitude of industry, Western Australian Quality Assurance Services (WAQAS) represents quality through and through – itself as a brand and for its clients.
Noop BPM was used to test the concept of scalable and on-demand QA services, analyse the market, validate the business premise and viability and shift from idea to fully operating business.
Early in the process it was identified that 1) many companies only require a Quality Assurance Manager on a part time basis 2) some companies require Quality Assurance tasks to be performed on an ad hoc basis and 3) many companies simply need their Quality Assurance system to be reviewed, improved and maintained.
While considering the criticality of timing or the notion of being “too soon” or “too late” to market for adhoc professional QA services, sees the business model sweetly sit on the wave as it’s forming – in line with industry predictions over the next two years.
While considering the criticality of timing or the notion of being “too soon” or “too late” to market for adhoc professional QA services, sees the business model sweetly sit on the wave as it’s forming – in line with industry predictions over the next two years.
WAQAS was therefore established to be flexible enough to meet organisational Quality Assurance needs, whatever they may be.
Core services were carefully considered and tested. The process for delivery mapped out to ensure all steps captured and utilising lean any process waste was eliminated.
Approach
Noop crafted the WAQAS brand to be clean, strong and powerful and confident, centred by a striking gold tick; the visual representation that asserts that quality is at the core of everything. The confidence of the brand speaks assurance, experience and has a comfortable familiarity to those who are in industry and in need of QA services.
The colours of WAQAS are derived from the name and the feeling of Western Australia. WA is known for it’s beautiful of sun, surf and sand.
Blue – like the surf, the sky – represents a sense calmness and responsibility. The WAQAS brand sees blue tones shifted to the darker spectrum to convey a sense of strength and reliability. Like a sharp suit, in the corporate world dark blue is universally considered the marker of trust, loyalty, authority and understanding.
Gold – like glorious rays sunshine on sand is symbolic of relaxing warmth, welcoming and optimistic in nature and positive in feeling. These are an indicators of the brand feel and client user experience. WAQAS is about building positive, professional relationships built on genuine intent to deliver the best possible results. Gold/yellow tones are symbols of approachability.
Results
Since the brand launch, imfs has seen strengthened brand recognition and market profile and clearly articulating the USP and value added customer experience. In addition to having a clear roadmap for brand direction and execution they have also benefitted from invigorated team energy, which flows onto customer experience across all touchpoint. Facilitating attraction of increased enquiries from ideal customer profiles and consistent conversion. Positive feedback from existing customers proud of their alignment and the future strategic direction of imfs has been received.
Additionally, with a strategic new digital presence in place and supporting print collateral, client interest has tangibly increased alongside new leads coming through. With a drastically different approach and a unified confidence in brand, WAQAS is poised to confidently progress into the next decade of business and beyond.
