Pact Group has refreshed its brand strategy and visual identity to reflect its commitment and global stature to lead the circular economy. The new identity, created by Melbourne design agency Davidson, has picked up a gold award at the 2020 Melbourne Driven X Design Awards.
Pact Group’s existing brand identity and visual language were missing the gravitas and scale of the company’s new vision. Workshops and internal stakeholder interviews provided critical insights that allowed Davidson to develop a compelling brand narrative which in turn brought to life the unique brand positioning: ‘Leading the circular economy’.
As part of this strategy, the group was restructured into three divisions – Pact Packaging, Pact Reuse and Pact Recycling; bringing together its diverse portfolio of acquired companies and brands. To delineate between the three divisions, a brand architecture was created to unify all products and services under Pact Group; giving internal and external audiences a clear understanding of the company’s structure.
Next, the logo was refined with a new geometric typeface; balancing the symbol’s proportions to create a bold and confident brand mark. A vibrant palette of colour blends was introduced to differentiate the three Pact divisions visually; the ‘innovation’ of blue-cyan for Pact Packaging, the ‘optimism’ of red-orange for Pact Reuse, and the ‘sustainability’ of teal-green for Pact Recycling.
The new visual language featuring aerial nature landscape photography captures earth’s grandeur and communicates the world-scale solutions of Pact Group. A simple circular graphic device holds the photography; the rotation reflecting the perpetual motion of the circular economy, further brought to life in animation as an ever-rotating ring.
Davidson created the brand assets for the new identity, including logo artwork, graphic device templates, iconography, infographics, stationery and animation. In preparation for the brand launch, the team extended the identity into an interim website, teaser EDMs, credentials presentation, brand video and AGM collateral.
To ensure consistent use of the brand identity across multiple sites and countries, Davidson created a comprehensive online brand guidelines portal; allowing for easy access to the principles, latest brand assets and templates, as well as continuous updates as the brand system grows.
