Brand Strategy
Brand Creative
Brand Marketing

Over 10 years ago, TF Woollam and Sons made a bold move to rename as Woollam Constructions. Since then, they have enjoyed significant growth and have responded by adapting their brand strategy to better suit their offerings, audiences and the market. We assisted Woollam to develop a brand architecture to better identify their companies.

All three companies received a redesign. 

The Visual Identity family was updated with solution that allowed for each company to enjoy its own identity whilst sitting comfortably and clearly in the Woollam Brand Family.

We developed content to relaunch the updated brand - including a series of animated graphics and videos.

  • The research highlighted the need to develop a new brand architecture that allowed for each entity to deliver its own offerings within a clear Woollam Brand Family.

  • Brand Naming. The naming was altered to incorporate three clear companies under a dominant Woollam Brand name. New taglines were created that delivered the strength of each company.

  • ‘Working together sets us apart’ is more than a tagline, it’s an ethos that Woollam has successfully adopted for many years that filters throughout their entire company.

  • Their promise is built around knowing what their customer and their team wants and needs.

  • We worked with Woollam to fine tune and re-write their Vision, Mission and Values.

  • The strong black has always been a key feature of the Woollam Constructions brand, and we decided that black should remain the dominant colour for the Woollam Parent brand.

  • Each company had its own colour to identify its own unique attributes.

  • Woollam Services. Formerly known as Woollam ‘FM’ research provided us with the guidance and knowledge to confidently change the name to Woollam Services. A golden yellow colour was adopted – yellow often associate with safety.

  • This was documented in a 120 page Brand Book that delivered the complete brand story and detailed instructions on usage across each company.

  • The Services suite is a large and complex offering, so to simplify this we created a series of icons and graphics.

  • A series of document templates were created to deliver a consistent yet creative approach. All other assets were updated included signage, uniforms, stationery, banners and presentations.

  • A sophisticated design system was created that allowed for maximum flexibility and minimum error.

  • Infographics were also created that delivered the processes in a simplified way.

“The growth ever since we really did the rebranding has been positive. I attribute a lot of that growth to us reflecting upon ourselves through the rebranding process and really identifying what our history has been.”

Craig Percival, Managing Director Woollam Constructions

“ We’re insanely happy with the branding work carried out by Elephant Creative Design. We have experienced significant business growth over the last few years; having a brand that grows with us has been critical. It aligns the team and ensures we are delivering consistent messaging, which is essential today. We’re confident we are staying ahead of the industry and are super confident with our brand helping us go the distance. Practically, the new brands for the Woollam Companies have made life easier and more organised across our different regions – ensuring we are delivering visual consistency, which also keeps our brand strong.”

Lara Anderson General Manager People, Safety and Strategy
Customer Research
Brand Workshops
Brand Naming
Brand Platform
Brand Identity Design
Graphic Design
Publication Design
Web Design
Web Development
Video and Photo Direction
Illustrations
Copywriting
Social Media Marketing
SEO
Content Marketing

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What do you think of our logo?

When I first met Craig Percival (Director of then 'TF Woollam Son') in 2010  he asked me what I thought of their logo? What matters is not what I think of it, but whether it really reflects the quality, people and direction of the company - what their clients think of it. As we began to investigate, it was clear that their logo did not reflect the many years of quality workmanship and customer service that had been part of the Woollam story. So we set to work to get to the heart of this 136 year old company.

 

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What do you think of our logo?

When I first met Craig Percival (Director of then 'TF Woollam Son') in 2010  he asked me what I thought of their logo? What matters is not what I think of it, but whether it really reflects the quality, people and direction of the company - what their clients think of it. As we began to investigate, it was clear that their logo did not reflect the many years of quality workmanship and customer service that had been part of the Woollam story. So we set to work to get to the heart of this 136 year old company.

 

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A long and proud history

Woollam has a long and proud history, but their image was letting them down badly. With a mis-matched series of business cards spread across 4 offices in 2 states, they needed consistency badly. They also needed a fresh boost of confidence. Confidence in the great work they were delivering and had been delivering for nearly 100 years. Confidence in how they delivered their messages and to install confidence into their communications.

We work with great people, who are doing really great things - and they constantly inspire us. That’s why we’re committed to helping them get their good stuff out there! Our Elephant Tales will introduce you to the work that goes into their brands.

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