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Melbourne BoSP – Business branding & positioning

Come along to Welcome to Brunswick on 18 June for our next Melbourne Business of Small Practice (BoSP) event on Branding and Positioning for practices. Chloe Quigley and Simone Elder from creative agency Ortolan will team up with client Aimee Goodwin from Project 12 to explain branding and positioning as part of business strategy, the process behind it and the benefits it can deliver for your practice.

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For this BoSP forum, our expert panel will guide us through –

  • The difference between marketing and branding
  • Why rebrand?
  • An overview of Ortolan’s approach to rebranding
  • What it’s like being the client
  • The design as a case study
  • Practice outcomes and impacts of rebranding

As always we’ll open to questions and reflections amongst our audience and panellists. Be ready to share your experiences and get involved in the discussion.

The venue is heated, and a welcome drink and catering is included. Stay for more mingling after the event!

OUR PANELLISTS

Chloe Quigley and Simone Elder

Ortolan is a female-led creative studio built on empathy, excellence and insight. Founded by Simone Elder and Chloe Quigley in 2006, Ortolan is a multidisciplinary team of strategists, designers and producers who believe the strongest brands are grounded in purpose and brought to life through design that resonates. With over three decades each in the industry, Chloe brings strategic clarity and deep client care, while Simone leads with creative vision and a commitment to timeless, considered design.

We specialise in branding—creating, evolving and elevating visual identities with strategic depth and emotional intelligence. Our team works across industries but has built particular expertise in architecture, building and design, where we translate complex ideas into simple, compelling brand experiences that endure.

Aimee Goodwin

Aimee Goodwin is a co-founder and Director of Project 12 Architecture. Project 12 Architecture is an architectural firm designing and delivering lasting residential and institutional buildings that promise enduring, inclusive spaces for living, learning and longevity. Established in 2012 in Melbourne/Naarm, by Aimee and Louis Gadd, the firm has built a reputation for its considered residential and award-winning public buildings and its commitment to using design to transform lives and communities.

Aimee has more than two decades of experience designing residential and institutional buildings in both Melbourne and London. As well as considered urban and coastal residential projects, Aimee has developed a niche in award-winning educational and institutional buildings including Prep-12 educational and public commissions for the Department of Education in Victoria.

Aimee is actively engaged with the industry and wider profession. She sits on Chapter Council of the Australian Institute of Architects (AIA) in Victoria and has been involved with a range of other forums and committees.

WHEN & WHERE

6–8.30pm Wednesday 18 June 2025

Welcome to Brunswick
408 Sydney Road, Brunswick
Entry via Sydney Road or Frith Street

COST & BOOKING

ACA members $20 incl GST
Parlour Collective & ArchiTeam members $20 incl GST
Non-members $25 incl GST

To reserve your ticket, book below, or go direct to the booking site.

For any questions, please contact Katherine Ygosse victas@aca.org.au.

CPD

Participating in this event and submission of answers to CPD questions after the event will deliver 1 formal CPD point.

Learning outcomes – To develop an understanding of branding and positioning for your practice, the processes behind this and the relation to strategic direction and the benefits that a successful, integrated rebranding process can have for business culture and outcomes.

Units of Competency and Performance Criteria – Practice Management & Professional Conduct – PC 1, PC 2.

APBSA Core Area – Practice Management

The program will include time for Q&A and a CPD assessment task will be distributed after the event. Certificates will be issued following participation in the full session and online submission of answers to CPD questions.