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