A brand with a big brief: to help transform Australia’s manufacturing sector

Rejuvenating Australia’s manufacturing sector following the demise of traditional industries over recent years has been a core priority for government and industry.

In 2015, IMCRC (Innovative Manufacturing Cooperative Research Centre) was established to achieve a big vision; for Australian manufacturing to be thriving, relevant and globally integrated. IMCRC’s focus is to help Australian companies to increase their relevance through collaborative, market-driven research in manufacturing business models, products, processes, and services, as well as advance the wider cause of manufacturing transformation through industry education and public advocacy.

We were tasked with developing a brand strategy and brand creative to underpin a significant national brand building and communication program. The brand strategy was instrumental in our client achieving internal and external clarity on ‘who they are’, ‘what they stand for’ and ‘why they matter’. The brandmark and tagline, which communicated innovation and transformation, was simple, agile and dynamic.