CX, media and advertising agency, AFFINITY, has completed an 18-month-long global rebranding for ASX-listed engineering company Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change.
According to the company, Worley, a global provider of professional services in the energy, chemicals, and resources sectors working across six continents, has set out on a significant journey to redefine its business. The rebranding initiative comes as part of Worley’s broader strategy to become a global leader in sustainability solutions, with a target of 75% revenue from sustainability-related projects by FY2026 announced by Worley CEO Chris Ashton.
“Worley’s rebranding journey isn’t just about a new logo or a tagline; it’s about articulating their commitment to sustainability and social responsibility,” said Luke Brown, AFFINITY’s CEO.
“It’s not often you get to shape a brand that’s truly looking to change the world. Worley’s doing some incredible work, and now they have a brand that reflects this.”
The brand transformation aligns with Worley’s purpose and values, and follows a lengthy consultation process that engaged Worley’s people from a variety of levels and disciplines. This was a critical part of the process to ensure the new direction was more than just cosmetic.
Fiona Low, Worley’s group director/VP, global marketing, said: “Worley has over 50,000 of the world’s best and brightest working on solutions that are delivering sustainable change. Our new brand has been inspired by our people and our portfolio of work, and we believe it represents a step change for the category. It’s been a real privilege to lead this.”
Low added: “AFFINITY worked closely with us to get under the skin of the business, to really understand who we truly are. Our new brand aims to set a precedent in the industry. We want to create a powerful, resonating brand that not only signifies Worley’s strategic direction, but also inspires people to talk about why they choose to work in our industry. To talk about what it means for them personally and the imprint they want to create.”