Greenlife Industry Australia
BRAND REFRESH | STRATEGY | STAKEHOLDER ENGAGEMENT
CHALLENGE
As the national peak body for greenlife production, supply and promotion, Greenlife Industry Australia sought a refreshed brand that could unite state associations operating within diverse contexts. The project required navigating this complexity through genuine consultation and a balanced, inclusive approach.
APPROACH
I led an extensive consultation process involving workshops, focus groups, and direct engagement with state bodies, growers and board members. This work drew on audience research, industry insights and brand‑positioning analysis, balancing a state‑first perspective with the need for a cohesive national identity.
OUTCOME
A contemporary, inclusive identity supported by a flexible logo system and collateral suite, strengthening internal alignment while presenting a confident, unified national presence.
The style guide and accompanying collateral – business cards, letterheads and other key materials – brought the refreshed identity to life in a practical, easy‑to‑use format. The framework outlined logo use, colour, typography and layout principles to support consistent communication across both national and state teams.
