Byron Bay’s iconic radio station BayFM gets a rebrand and a facelift

bay FM rebrand and logo

Barefruit has recently supported iconic and not-for-profit community radio station, BayFM, as part of a pro bono project to help launch its new brand identity and new position as a digital platform.

The Brief

The long-standing radio station, established in the early 90s, sounded the alarm bells as funds were reaching a record low in February last year. With the station just weeks from closing, the business identified the need to strengthen the brand and increase funding and that’s when creative agency Barefruit Marketing acquired the project.

The new branding is the result of an 18-month collaboration and sees the inclusion of the station’s home of Byron. Barefruit Marketing’s Co-Founder Evan Harding says,

“It was decided that to change the station’s name was a step too far, so the logo was simplified to be more digitally friendly, flexible and to include the world-famous name ‘Byron’. The brand’s fonts, colours, and images were all recreated for today’s digital world.”

Bay FM bumper sticker
The Rebrand

The rebrand includes a black and white logo, collateral featuring a vibrant and fun colour palette, and a new website, using phrases such as ‘Listen like a local’, ‘Tune In. Chill out. Sign Up’ which is very much in line with Byron Bay and its culture.

Barefruit Marketing’s lead creative, Alex Wales, worked closely on the project with NZ-based designer Dan Mercer together with Nick Richardson and Nick Mercer from BayFM, for over 100 hours of donated time to develop the brand as a digital platform to attract new advocates and reach current supporters in better ways.

Evan Harding continues,

“We believe that good business drives good community, and Barefruit was in a unique position to help BayFM. Over the past nine years, Barefruit has worked with a number of not-for-profit organisations and both founders are board members of charities, giving them pro bono access to some great minds and creative services. In every instance, we’ve seen extraordinary results and our partners are thriving more than ever before. These success stories affirm our belief that pro bono work done properly can help transform businesses and organisations."

Bay FM website banner
Happy Clients, Happy Days

BayFM’s Nick Richardson comments on BayFM and the experience of working with Barefruit.

“We really dislike asking agencies to work pro bono, because we know it costs them to provide that work. But the fact of the matter is BayFM simply had no money. It’s an independent, volunteer-run station and receives no ongoing government support. Knowing this, the Barefruit team jumped in to help without hesitation and without charge, giving us more time and better service than we could have hoped for.”

The website is now live – bayfm.org and all other launch elements are in the process of being rolled out this month including signage, ads and stickers.

See our work...

What clients are saying

It was great working with Jennica and Claire from Barefruit Marketing. They really took time to understand my project and delivered amazing ‘pitch’ / media release to appeal to journalists and media corporations. I felt comfortable sharing my ideas, and they were able to capture my vision and marry it to their expertise. Would highly recommend.

Alex Bosin

EV Classic

I'd like to say a huge thank you to Claire and Charlotte from Barefruit Marketing who have helped me in the last couple of months to pull this amazing media event together. The agency has offered their services on a pro bono basis, I am so grateful for the work they have done. Claire and Charlotte have been my unconditional support crew to lean on for advice and ideas, and I am excited about how our relationship will move forward in the next few months.

Kate Kempshall

North Coast Community College

I have been using Barefruit for my SEO and website development for Behind the Barrel. The best part about Barefruit is your're not just getting the attention of one of their staff members. The whole team works together to help bring the best possible outcome for your business marketing. I highly recommend Evan and his team if you want to take your business marketing to the next level.

Jarryd

Behind the Barrel

The Barefruit team is always friendly, helpful and very professional. They have taken the time to understand our business needs and develop a effective strategy to grow our brand.

Andrew Illingworth

Tweed Coast Holiday Parks

Just want to say a HUGE thank you to each and every one of the team for the website. You all went over and above and most certainly went above my expectations. I'm extremely happy with it (been bragging a bit about it just quietly) and couldn't have done it without you all. Thank you for bringing this to life.

Trent Chapman

Prevent Consultants

Facebook & Instagram Advertising 101

Facebook & Instagram Advertising 101

It’s no surprise that 80% of Australians have an active social media account. That’s more than the percentage of households with TV’s (gasp!). Therefore, it goes without saying, no business should ignore Facebook as a powerful advertising channel. Affordable and dynamic, Facebook ads can be a game changer for small-to-medium-sized businesses. The best bit, you’re in control of your budget, deciding exactly how much you want to spend and when.

Why We Love Facebook Ads (and you should too!)

Facebook Ad Manager’s most impressive feature is its ability to target users based on a combination of characteristics and behaviour. From age, to location, interests and hobbies, professions and relationship status (and more!), you can create an incredibly targeted audience who will receive and hopefully respond to your communications. By doing so, you’re maximising budget, spending your precious dollars on those who really want your product or service.

But targeting doesn’t stop there. Facebook has so much data on each user, it can target people based on how they’re predicted to act when they see your ad. If you want more website traffic, optimise your ad for landing page views. If you want more sales, optimise for purchases. In addition to purchasing, there are other things you may want users to do such as download an app, send an enquiry, click to call, subscribe to the newsletter etc. You can create Facebook ads to prompt of any of these actions. Top tip; keep the Sales Funnel top of mind.

Be Responsive

The beauty of an ad that can be created and edited with the click of a button allows you to be responsive to current events and trends. With no lead time, you can experiment with little to no risk, helping you to really hone in on what makes your customer tick. Have a bit of fun and jump on a trending meme, make a cheeky ad in response to a footy game or respond to a social movement to show your brand values. The flexibility of Facebook advertising means you can advertise whenever you choose to.

An Integrated Approach is Always Best

Digital advertising is great, but it’s even better when you integrate your campaign across both online and offline channels (we’re talking print ads in the Lennox Wave, radio, billboards etc). You’ll reach more people with more frequency in different areas of their life, reminding them of your brand.

Don’t forget the power of complementing your campaign with organic social content. Post about it on your Facebook and Instagram feed, your stories, reels and IGTV. Write blogs and send eDMs. Not only does this reinforce your messaging, but you may be able to authentically connect with your following. Branch out to other platforms like LinkedIn, Pinterest, YouTube and TikTok (hint: If you’re targeting young mums, download TikTok now).

One last word: use reports in Ads Manager to understand how your ads are performing and what you could change to better them next time. Contact us for Instagram & Facebook ads in Australia.

Why is blogging so important?

Blogging for Business

There’s a reason for everything. Back in the day, blogs were used as a platform for writing and sharing opinions, ideas and stories. These days, blogs serve so much more purpose. From improving your website ranking on Google, to asserting your expertise on a topic, to assisting with content creation for a truly integrated marketing approach, blogs, or news, or whatever you want to call them, are a highly important part of any successful digital marketing strategy.

Did you know?

The term "weblog" was coined by Jorn Barger in 1997. The short form, "blog", was coined by Peter Merholz, who jokingly broke the word weblog into the phrase we blog in the sidebar of his blog Peterme.com in 1999.

Boost your visibility on search engines

Regularly updated website content, of which a blog is one element, will play a significant role in improving your Google ranking and getting relevant traffic to your website. This is because blog articles, that are optimised for search engine algorithms, will show up more often in search results. More online visitors = more leads. But how and why, you ask? Well, Google’s main goal is to provide people performing searches with the most relevant and up-to-date information to answer their queries. This will ensure Google users have a good experience and return over and over again. So, to get your website to the top of the search results, you need to help Google offer the best search results., Your regularly updated blog on your website will help significantly.

More content to share

You’ve heard this right? Content is king. Well, people are more content hungry than ever before. Regular blogging will provide you with evergreen content that you can share across other channels and platforms; saving you time and money in content creation. From one blog post may come your next newsletter, a week’s worth of social posts and even the beginnings of a press release. Winner winner chicken dinner!

But you don’t have the time 😭

We appreciate the time it can take out of your working week to put your creative hat on and write hundreds of words for your website on a regular basis. We work with many clients that admit that this task is one of their marketing tasks that always slips down the to-do list and never actually gets done. We get it, it’s hard when you’re running a business and wearing so many hats to find the time to come up with ideas, let alone write about them.

And there is more to writing a blog than you might think. It’s not just composing words, but knowledge of digital strategy does come into play. Knowing how much to write, which keywords to include, which pages and websites to link to, how to optimise sentences, paragraphs and images for SEO best practise is equally important.

Hand over your blogging

Outsourcing the things that are not your core strength and that take away from your real passion is a sensible business decision. Let the professionals do what they do best, so you can do what you do best. Handing over your blog copywriting to an agency will free you up to run your business. Barefruit can handle this on your behalf and have a number of blog programs to choose from.

Our discovery process allows us to get to know you, your business, your customers and your brand’s tone of voice. It’s imperative to us that we absolutely nail how your brand's personality is communicated. We’ll then do the research, write your blog, source the images, upload it, optimise it for SEO and make it look pretty.

We can write a one-off blog post for you, or give you peace of mind for the next few months with our 3 blog or 6 blog bundles – the more you have, the more you save. So, if you know you need to write some blogs and don’t have the time or skills, or simply can’t be arsed, fill in the form below, and let us take it off your hands.

Yep, please write my blogs!

AdNews features Seven Mile Brewing Co. Packaging Designed by Barefruit

It was fantastic to see AdNews Australia pick up and write a story on the the packaging redesign project, briefed into us by Seven Mile Brewing Co. The recognition of our hard work was very rewarding, especially after the year 2020 has been.

The agency was delighted to be awarded the brief from Seven Mile Brewing Co. to redesign the packaging of their three core craft brews; American Pale Ale, Cali Cream and West Coast IPA. It was an exciting opportunity for Barefuit to work with a local business who required help in designing cans that served both functional and brand purposes for their beers. The brewery prides themselves on keeping their beer cold from the moment it is poured into a can and Barefruit ensured the packaging was designed for this purpose.

“It’s really important to us that our beer is kept cold from the moment it’s poured.” says, Matt, co-founder of Seven Mile Brewing Co. He goes on to say, “This ensures the beer’s flavours and aromas stay true to how we brew them here on site. And so, we needed packaging that would keep its integrity at cold temperatures”.  

Read more about the project here. 

 

Testing positive to a brighter outlook

The COVID-19 pandemic has no doubt affected every country around the world in ways no one could have ever imagined. It shows the extent and importance we put on globalisation and being connected to other places around the world, especially as isolated as we are in Australia. But that’s all be put on hold and consumer behaviour has changed because of it. They say it takes 28 days to turn action into a habit and now that we have been living with restrictions for about six months, these habits are here to stay.

But change is not bad. Change is good; it keeps us on our toes. And so, we’re flipping our mindset and taking a look at how Australian consumer behaviour has changed and what opportunities are emerging from it.

Consumers are supporting local businesses

Restrictions on free movement around the country began to impact the supply of products most Australian took for granted. In addition, the closure of many Australian businesses due to social and economic impact of the pandemic was felt very personally on a local level. With ‘mateship’ at the core of our cultural DNA, Australians have turned to support local and ‘Australian Made’. It is the feeling of “we’re all in this together” that has compelled consumers to actively switch their spending to prioritise buying from local businesses. This is an opportunity for like no other. Your locals want to support you, they want to buy your products and use your services. They are even willing to pay more than what they usually would, knowing they are helping another family put dinner on the table.

Everyone is online, a whole lot more

People have not been able to connect with others physically, but that hasn’t stopped anyone. The internet and social media have been intrinsic to human connection over the past six months. Previously, social media and digital technologies were seen as a distraction, however now, they are far more significant as they offer modes for human connection, channels for consumer experiences, entertainment, brand awareness and voice, customer conversions and information and news. This newfound dependence on the internet and social media is an opportunity. You know where your consumers are and with a bit of research, you’ll know what they like. You can create content to get their attention and inspire them from, literally, the palm of their hand. And what’s better, is that they can purchase from you right then and there. Make sure you’ve got your online shop up and going! While pretty much all categories of spending has seen a declined, online shopping has actually had a boost.

People are actively looking for new hobbies

Australians have hit the pause button on their normal lives. No more commuting, no more sport, no more gym sessions or dance lessons. No more weekend trips away (or even planning holidays, for a fact). This has given people time to get back to basics. There was a surge in the demand for baking ingredients, people have loved local bars’ cocktail kits, veggie garden sets and seedlings sold out and everyone has bought a puzzle. How can you adapt your product or service in a way that consumers can engage with from their home or within their local surrounds? If you are a yoga studio, start online class subscriptions. This can run adjacent to classes held in-person. All you need is a device with Zoom set up and you are good to go. What an awesome way to extend the accessibility of your studio space and gain new members. If you sell a product, maybe think about how you can turn that into more of an experience for the consumer. For example, the make-at-home cookie kits from local bakeries and cake shops have been a hit, especially with kids and families.  Now is the time to adapt, so go for it!

With all this negative, it’s hard to keep your head above water. But sometimes the best thing you can do is flip your mindset to see the glass half-full. Change is always a good, it’s challenging, but it’s good.

Hey Team Fruity!

I'm , I'd like you to help my business 'barefruit'.
I am interested in .
You can call me on and email me at
We'd love to know how you heard about us?

Korff Wealth

Korff Wealth

Complete Rebrand

the brief

We were thrilled when we received the brief to work on the rebrand and name change for the former, Yellow Brick Road Wealth and Management, Northern Rivers, which is now operating under Korff Wealth. The business saw an opportunity to restructure and rebrand during the current COVID-19 crisis. With the current economic climate, Australians need expert financial advice they can trust, more than ever. And so, it was the perfect time to strategically review the business and position for future growth.

 

our response

It was time for Yellow Brick Road Wealth Management to rebrand and restructure and position themselves in the market as Korff Wealth. With Barefruit's client services and branding expertise, we made this happen with a complete rebrand. The team worked with the client on the strategic direction for the brand's future as well as the visual aspects, including a new brand name, brand image, and brand logo and brand-new website which was designed by our creative lead and put together by our digital team who assisted in organising, uploading and optimising content. As well as completely rebranded both offices Ballina and Lismore.

To inform the public of Korff Wealth's rebrand, Barefruit created an integrated campaign, that combined both online and traditional advertising. We placed online ads in GIF format to capture the attention of people searching for financial advice. This was complimented with a newspaper article and press ads that were scheduled in the local Northern Star and The Ballina Advocate over a period of four weeks as well as other collateral.

Korff Wealth Brochure for Rebrand
Korff Wealth ad for Rebrand
Korff Wealth GIF for Rebrand
Korff Wealth logo for Rebrand
Korff Wealth newspaper ad for Rebrand
Korff Wealth newspaper ad 2 for Rebrand

the fruits

The result is a slick, and professional rebrand that the client is very happy with. Korff Wealth, with its new name, new logo, brand-new website, new social media pages, and signage for the Ballina and Lismore offices will certainly be attracting old and new customers looking for an expert, objective financial advice across wealth management, insurance and lending.

The Korff Wealth rebrand was promoted in the local newspapers to help spread the word within the local community about the finance company's recent changes. This included paid advertorials and half page ads in the Byron Echo, the Ballina Advocate and the Northern Star.

 

Like what we do? Let us help your business grow🌱 with a complete Rebrand.
Send us an enquiry below...

Hey Team Fruity!

I'm , I'd like you to help my business 'barefruit'.
I am interested in .
You can call me on and email me at
We'd love to know how you heard about us?

Avilla Farm: Shopify Website Development

Avilla Farm: Macadamia Skin Care

New Website Design & Build

web design byron bay

the brief

An Alstonville based Macadamia farm found an opportunity with a side hustle – to use macadamia oil for skin and hair care products. Ann Leslie (the brains behind this genius idea) engaged us to help her make the switch from her WordPress Woo-Commerce site to an e-commerce website with Shopify. At the same time, she was rebranding from PureNut to Avilla Farm and needed to ensure that the transition was smooth, for her business operations and her customers.

our response

We decided to put our digital experts on this project. Ashleigh and Felismina worked on all the technical back end things; uploading and optimising, formatting and organising. Jennica worked with the client on the visual aspect including brand image, content creation and copywriting. Uncovering the correct ‘tone of voice’ was an important aspect to this project.

Avilla Oils - web design byron bay
web design ballina

the fruits

The result was a gorgeous and functional website that the client was happy with. She can now sell her amazing products, around the world in a more streamlined and efficient way. Because Shopify helps you to organise things like shipping and international fees during the build, order fulfilment is now a breeze for Ann.

Like what we do? Let us help your business grow🌱with your own e-commerce site.
Send us an enquiry below...

Hey Team Fruity!

I'm , I'd like you to help my business 'barefruit'.
I am interested in .
You can call me on and email me at
We'd love to know how you heard about us?

Barefruit’s Co-Founder & Director To Report For Games

Lennox Head local and our very own co-founder and Director of Barefruit Marketing - a full service marketing agency, located in Ballina, Evan Harding has been chosen out of 50,000 applicants to be a volunteer reporter for the Commonwealth Games being held April 4th – April 15th 2018 in the Gold Coast.

Evan Harding will work with 900 other volunteers as a member of the Games’ Press Operations team. This placement is well suited to the 40-year-old father who is also an avid athletics fan.

The official title of Evan’s role is ‘Flash Quote Reporter’ for the Netball competition; requiring him to interview the athletes courtside after the game. These quotes will be taken up by the world’s media during the coverage of the games.

“This is an absolute dream come true for me. I have been to the Sydney and Athens Olympics and the World Championship in London last year – I can’t wait to be a part of something just up the road from us”.

Originally from England, Evan has been following athletics his whole life and has also run two Marathons – London and Gold Coast. He’s thinking about registering for the Gold Coast Marathon this year in it’s 40th year – and his!

The application process for the games started over a year ago and the interview process took 6 months to get through a ‘shortlist’ of 25,000 people. 15,000 were selected for a 2-hour interview, and after a 3-month period Evan was informed, due to his experience, he had been selected for the Press Operations team.

Since then he has attended venue specific training, online training from home, familiarised himself with the rules of netball and been fitted for his uniform. After the Opening Ceremony dress rehearsal this weekend he will be relocating to the Gold Coast for the duration of the Games.

Evan is most excited to be a part of sporting history and contribute to the vibe. He will be close to the action and in the words of the training team ‘it will be one of the best 2 weeks of his life’.

Hi son, Cian (7) is excited to see dad on TV. Cian will also be travelling to the games with mum Claire to watch some of the events live.

Sport features prominently in Evan's life. He coaches his son's Lennox Head Football Team with training each week and games every weekend, thrashes it out at an F45 class every morning and is still an avid follower of his beloved Norwich City Football Club (the Canaries) in the English Championship League. He and wife Claire are also in training for a 5km run at the end of the Commonwealth Games for a bit of fun.

It is not the only volunteering role that Evan, Director of Barefruit Marketing in Ballina takes. Barefruit are a proud Corporate Sponsor of locally run charity Rafiki Mwema, with his wife and business partner Claire being on the board, assisting with marketing and fundraising.

With the Commonwealth Games kicking off next week, keep your eyes on the TV screens and the Barefruit Marketing blog for an update on Evan’s experience – www.barefruit.com.au

‘Hello, is it you we’re looking for?’

We are looking for a Strategic Creative to join our busy team in Ballina, with a focus on conceptual branding and design.

We want someone that wants to be part of something special. We want someone who is real and straightforward, capable of producing and presenting brave ideas. We want someone to challenge the status quo and someone to challenge us at Ping Pong on a Friday afternoon.

You will work closely with the strategic team to understand our clients and their brands, interrogating their briefs and shaping bold and creative solutions.

You understand the power of branding and great copy and you will oversee the creative output of the agency, mentoring the creative team.

We’re not looking for a graphic designer, or an illustrator, or a copywriter, we’re looking for the whole shebang.

You might already live close by, or looking to move to the beautiful Northern Rivers. You may be looking for full time, or for some on-going part time or freelance work. Whatever you are looking for, we want someone who is in this with us for the long term, to be part of our future.

To apply please send your portfolio, CV and salary expectations to claire@barefruit.com.au

Word Of Mouth Marketing

Word of Mouth
"Is it easy to generate word of mouth marketing for our business?"

This is a question the team at Barefruit get asked a lot, so we thought we would share a couple of industry tips with you.

First of all – stop thinking about marketing. Start thinking about real conversations and genuine recommendations.

1. Ask your loyal customers if they have ever recommended your business. If they have, thank them and ask why they recommended you? Keep a record of this!

2. See if there is a recurring recommendation e.g. great service, friendly team, value, best coffee ever. This is will be part of your marketing message.

3. Now where do your potential customers hang out? Social media? Community centres? Do they read the paper? Once you know this, this is where you can start to spread your message.

In a nutshell, find out why your customers love you and tell others about it.

Who doesn’t love a recommendation? We hope this information helps you grow yours.

Your Barefruit Team