A brand refresh for a global leader in livestock export and supply chain management.
What a company does is often far more than it might seem. AUSTREX was founded
in Australia in 1973 and now exports cattle, genetics and other high-quality livestock to over 26 countries around the globe. The company has always placed a strong emphasis on animal welfare and strives to be at the forefront
of supply chain transparency and compliance with government requirements.
Our remit was to convey the essence of the business – what AUSTREX stands for,
and what benefits it brings to communities – in a fresh new brand identity.
Our Approach
We started the brand journey by holding a brand strategy workshop with the AUSTREX leadership team. We discussed their purpose and vision and defined core values and messages for the brand. The leadership team stressed the importance
of professionalism and integrity in their business; animal and human health
and welfare; and raising and exporting livestock in optimal conditions. They also focused on the role – often overlooked – that AUSTREX plays in enabling people, families and communities around the world to breed success through the development of sustainable and profitable local primary industries.
We summarised and expanded on these discussions in a comprehensive brand strategy guide, which includes a messaging playbook for use in AUSTREX presentations, marketing and sales, and on the website.
Our creative team then encapsulated AUSTREX’s unique approach and commitment in a new logo design. Look carefully and you will see the outline of Australia, while the distinctive pattern features crop rows that represent AUSTREX’s link to the land. The influence of national and agricultural heritage on the design is further enhanced by the green and gold colour palette. Our creatives also incorporated import/export arrows to draw attention to AUSTREX’s core business activity; the choice of a circular design shows the company’s global reach. The tagline emphasises the value AUSTREX places on creating sustainable global communities around healthy, high-quality livestock.
A new brand is only as good as its execution, so we developed brand guidelines
to provide clear instructions for use of the Australian and New Zealand brandmarks online, in print and on corporate uniforms.
What do you think of the new AUSTREX logo? Click here to let us know!
Campaign Elements:
Brand Strategy
Corporate Identity
Powerpoint Template
Corporate Uniform
Exhibition Signage
The Result
The new brand identity captures and distills key elements at the heart of the AUSTREX brand: sustainable growth, livestock and global community. It is a subtle yet powerful way to communicate the company’s message and values to a wide audience. It provides a strong, self-assured identity that gives AUSTREX customers confidence and clarity in the business’ mission and values.