The transition from Jacobs and WorleyParsons into a unified Worley brand marked an important chapter in the company's evolution.

As the organisation moved forward with its global brand refresh, the challenge was to create a consistent and recognisable visual identity that reflected the company's ambitions, strengthened its presence and worked seamlessly across global markets.

Working alongside the external creative agency and internal leadership teams, I became closely involved in shaping and refining the visual direction.

What started as an exploratory exercise evolved into an opportunity to challenge existing ideas, bring fresh creative perspectives and contribute to a brand identity that would represent Worley on a global stage.

THE CREATIVE CHALLENGE

The external agency had spent several months developing creative directions for the refreshed brand. However, the proposed concepts had not fully addressed the expectations of the leadership team.

Rather than simply continuing with the existing options, I saw an opportunity to explore alternative creative directions.

I developed additional visual concepts, explored the logo imprint in practical applications and refined an alternative direction that balanced brand recognition, visual clarity and real-world usability.

It was about more than making the identity look different. It was about making it work better.

When the expected direction wasn't quite the right direction.

MY ROLE

The transition from Jacobs and WorleyParsons into a unified Worley brand marked an important chapter in the company's evolution.

As the organisation moved forward with its global brand refresh, the challenge was to create a consistent and recognisable visual identity that reflected the company's ambitions, strengthened its presence and worked seamlessly across global markets.

Working alongside the external creative agency and internal leadership teams, I became closely involved in shaping and refining the visual direction.

What started as an exploratory exercise evolved into an opportunity to challenge existing ideas, bring fresh creative perspectives and contribute to a brand identity that would represent Worley on a global stage.