Wallbridge Gilbert Aztec

The Objective

A modern repositioning for an innovative Australian success story.

Founded in 1982, WGA is a wholly Australian-owned, multidisciplinary award-winning engineering and project management team with an ethos based on developing long-term collaborative client relationships, and delivering innovative, buildable and economical solutions. With over 40 years' experience, WGA offers a wide range of consulting services across multiple sectors. They add real value to their clients by providing streamlined access to these services from their dedicated offices across Australia and New Zealand.

Maintaining a competitive advantage in a highly versatile and fast-paced market, WGA engaged Chad Holman for a modern repositioning to enhance their corporate identity. The purpose of the brand refresh aimed to increase brand awareness in new and emerging markets, support an organisation with strong, long-term growth into new sectors, and represent a forward-thinking and creative organisation built on great people to prospective clients.

The Strategy

We began with a deep dive into WGA's personality and competitive landscape.

Prior to beginning the brand refresh, we began by undertaking wide-ranging research to inform and guide the WGA brand strategy, which included analysing WGA's own make-up and culture amongst other ambitious brands within their sector and other landscapes.

This approach resulted in a more clearly delineated voice and distinct sector and service capability set, better defining WGA's holistic approach, purpose and character within a broad and highly dynamic marketplace.

The Outcome

A great company starts with great people.

The new primary colour palette for WGA captures their technical excellence, passion and drive and creative idealism found at the very core of everything they do. Image treatments provide impact through colour and subtle heritage cues, telling of the history and collective experience of four decades of operation.

The creative path identifies WGA's future pathway from their foundations, it represents their creativity, innovation, diversity, and inclusiveness expressed through its movement and colour palette—reflective of WGA's personality and culture for fun, engagement, approachability and work ethic.