George Weston Foods is owned by Associated British Foods and one of the largest food operations in Australia for the past 50 years. BrandCulture collaborated with Colliers International design team to create a new GWF North Ryde Headquarters and produced a world class branded environment where the company history, brand portfolio and commitment to its people is understood just from the reception are. During the design development phase the issue of using a ‘dated’ identity became very apparent and impossible not to deal with.
BrandCulture were commissioned by HR director Wendy Lenton to review the identity and present choices as to how the existing brand equity would not be diminished when creating a new logo identity. After a comprehensive brand audit and interviews with a diverse staff audience, the identity was designed and guidelines established. The roll out across the company is in progress and should be finalised by early 2012 with a road show to 52 sites across Australia and New Zealand.
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