The Big Group
Thinking big with Melbourne’s foremost party-starters
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”.
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.
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.
Bruce and Chyka Keebaugh