Brand reinvention supercharges important work in reviving Australia’s rural communities
50 for 50
T&G had not done much work on its brand since founding in 2006. Our business, offering, markets, customers and competitors had changed, but our brand hadn’t. It was overdue. Businesses rebrand every day and let’s face it, a rebrand itself is not all that remarkable news to people outside of a business. We wanted our rebrand to matter, and not just to ourselves. We wanted to create a splash, to be bold and to take some creative risks. So we decided to make it not about us. We put ourselves through our own brand strategy review and process, involving third party experts to keep it real and us accountable. We wanted to launch our new brand nationally and not only relaunch ourselves, but more importantly, give back at a time of change and challenge for many.
Campaign strategy and execution