Brand revitalization for national Gold Industry Group
Trevor Soh
Gold Industry Group has refreshed it's brand to create stronger connection with its diverse audiences.
The national industry group works to elevate the Gold industry by engaging diverse perspectives of kids, sport fans, graduates, specialists and executives.
The brand ecosystem is built to support a wide range of expression, able to speak with warmth and energy in some spaces, or nuanced corporate calmness in others.
We first defined core foundational concepts that inform the group's actions:
⇢ Heritage + National Identity
⇢ Sustainability + Community Trust
⇢ Future Value + Innovation
GIG is a unifying force, enabling both established and emerging players to shape a sustainable future for Australian gold.
With kids attempting their first gold pan, graduates shaping future innovation, to seasoned specialists with s lasting legacy, GIG must speak many languages.
⇢ This challenge and opportunity pushes the brand to have its own unique voice and identity.
⇢ Audience profiling informs communications strategy, helping identify needs, motivations and preferred ways of engaging.
The project includes 53 page brand implementation manual including copy writing and editing guidance. The branding reflects the industry groups role as a unifier and community catalyst. The brand is creating spaces for cultural stories, building trust between members and the wider community and creating multifaceted, high engagement activities that promote industry sustainability, stewardship and transparency
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Posted Apr 1, 2025
I supported Gold Industry Group through a strategic brand refresh designed to strengthen connections with their diverse stakeholders.
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Timeline
Sep 1, 2024 - Feb 1, 2025
Clients
Gold Industry Group
