We led Gold Industry Group's strategic brand refresh to create human connection with its diverse audiences.
National Industry Body
Brand Revitalization
2023-25
The Gold Industry Group reaches audiences across Australia and well beyond its industry circle.
It runs high engagement activities across schools, sports, universities and industries.
Industrial bodies are challenged with task of connecting with many diverse communities. How does a brand present a clear identity and purpose to audiences that have completely different backgrounds?
Competition can drive companies to take branding seriously, but in this case the challenge was to speak with clarity, cohesion and confidence to so many peoples, without losing track of a core message.
We help brands speak powerfully by creating a world around the defining values and opportunities that come with your offer.
More than simply knowing who to talk to, we dive into understanding how they think, what motivates, and what steps actually lead to a decision.
The refreshed brand architecture is built on three foundational pillars:
⇢ Heritage + National Identity
⇢ Sustainability + Community Trust
⇢ Future Value + Innovation
GIG is a unifying force for participants within Australia's gold sector.
The refreshed brand brings intelligence and humanity, reinforcing GIG's role as a community catalyst.
Kristy Reilly
ChIEf executive officer
Gold Industry group AUstralia
ChIEf executive officer
Gold Industry group AUstralia
LumoLab will think deeply on your problem and arrive at a truly effective solution.
lumolab
Driven by buyer motivation and behavioural insights, the Brand refresh connects powerfully and makes room for cultural stories that build trust.
53page brand implementation manual including copy writing.
Jared Butt
Marketing & Comms Manager
Gold Industry group AUstralia
Marketing & Comms Manager
Gold Industry group AUstralia
He has an incredible eye for detail and a real knack for turning complex ideas into clean, engaging visuals.
Jared Butt
Marketing & Comms Manager
Gold Industry group AUstralia
Marketing & Comms Manager
Gold Industry group AUstralia
One of the most talented and reliable designers I’ve worked with — creative, strategic, and calm under pressure. A true creative partner and a pleasure to work with.
The brand system has 'extensions' that to appeal to youth, without sacrificing vital cohesion.
A series of characters we've called Nuggles appeals to the youngest.
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LumoLab helps create tangible business value.
If you're keen to explore a refreshed, cohesive vision of your brand, consider downloading our Stress-Free Branding Blueprint, available for free below, until 25 June 2025.
