Studio Round

We are Round —
a design practice that
harnesses culture and
creativity to transform brands.
Find out more.

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We are Round —
a design practice that
harnesses culture and
creativity to transform brands.
Find out more.

The Big Group —

Thinking big with Melbourne’s foremost party-starters.

Sector —

Hospitality

We helped create —

Strategy, identity, print, environmental, digital

More clicks —

The Big Group

Over the last 25 years, leading catering and event company The Big Group had established themselves as the go-to for impressive events, from corporate Christmas lunches to opulent weddings and bar mitzvahs. Business was good, but it didn’t stop Bruce and Chyka Keebaugh, the charismatic duo behind the brand, coming to us with a vision to move the company away from a “catering company” positioning and into a bigger role as a “creative hospitality agency”.

After learning about the extraordinary passion and professionalism of Bruce and Chyka’s staff, we collaboratively reimagined the team not as “event staff” but as “hospitalitarians” – a moniker we felt was far more fitting. Our strategy also encouraged The Big Group to start thinking like a creative agency, and saw us develop a new engagement model and a set of briefing standards as well as a new business methodology that would guide these processes.

Above —

Behind the scenes at The Big Group

From here, we set about stitching the company’s infectious energy and sense of fun into their new identity, with big statements and plenty of humour coming together to accentuate their bold and confident personality. The result has given The Big Group a powerful new presence in the market, while channeling all that they do so well — dialing up the emotional connections to transport people to new and fantastical places.