OFI is a specialist provider of electrical engineering, design and construction services with premises in Perth and Bunbury, Western Australia.

Since 1989, OFI have delivered projects across the state servicing the mining, resource, power, water, chemical, engineering and manufacturing sectors.

Deliverables

Brand
Brand Strategy
Brand Storytelling
Brand Identity
Internal collateral
Marketing Collateral

Digital
Website development

Digital marketing
Search Engine Optimisation (SEO)

Environments
Branded environments

OFI logo design
Rebranding the OFI Group
OFI Blue
OFI Orange
OFI Light Blue
OFI Grey

Challenge

With a large project win catapulting OFI into a new market tier, the board felt that the current brand positioning was no longer an adequate reflection or representation of the company, its capabilities or future aspirations. To be able to better capitalise upon their success to date, grow the business, attract new staff and build internal culture, a more professional, engaging and scalable brand presence would be required.

Old OFI website New OFI website design
New presentation folder for OFI
OFI corporate brochure
OFI's new business cards
New look OFI corporate stationery suite
Stubby holders for OFI
OFI new look uniforms

Response

OFI stakeholders had already defined their vision, mission and values, and it was up to Axiom to partner them to further interpret and build upon these to create a clearer brand promise, positioning and value proposition.

We developed a brand strategy to ignite the company ready for the next stage of growth.

Research into both staff and stakeholders identified that the name Overflow Industrial would benefit from being shortened to simply OFI Group, as it no longer reflected the company’s wider service offering or market position.

We evolved and modernised the old logo, artfully maintaining the existing brand equity and recall, yet with much improved legibility and credibility. We created a new tagline  ‘Powering Innovation’ – that in two words encapsulates the brand essence of the company, its people and their vision.

We then rolled out the refreshed brand to a comprehensive range of print, digital and signage collateral.

OFI building signage
New graphics for one of OFI's trailers
OFI vehicle graphics

Markets and companies evolve, and at OFI we found ourselves in a position where the brand pencilled together on the kitchen table all those years ago no longer reflected the company we had become and how we sought to strategically position ourselves for our future. Having seen branding done well and frankly, not so well, the decision as to who to trust with our brand evolution was a big one. My decision to partner with Axiom for our brand evolution was borne from a recommendation from a trusted mentor and then subsequent extensive due diligence. I was not disappointed.

The team at Axiom are creative, professional, diligent and always a pleasure to deal with. Their thorough consultation methods and ability to hear what we were saying and translate that creatively into a visual representation capturing the essence of OFI could not be feigned. Axiom’s capacity to deduce the essence of a company through consultation and collaboration is unparalleled.

The return on investment we have experienced as a result of our brand evolution has translated in more ways than we had anticipated at the outset. We expected presenting ourselves more professionally would certainly improve our market position, however we didn’t anticipate what impact defining who we were and celebrating the company we had become would have from a human perspective; defining a shared vision and creating something our team collectively believes and owns has resulted in a significant return on investment in the form of engagement, retention and recruitment.

I recommend Axiom unreservedly.

Suzie Liaros
Executive Officer / Company Secretary, OFI Group

Rebranding OFI - Photography style
Rebranding OFI - Photography style
Rebranding OFI - Photography style
Rebranding OFI - Photography style