An ambitious global rebrand
Goodman Group
Global industrial property leader, Goodman Group, is one of the most forward-thinking businesses in the category. Unfortunately, their visual identity was no longer capturing the dynamic, innovative and contemporary nature of the company. Our brief was to deliver a comprehensive brand refresh that was as progressive as the group itself.
Our solution began with a design system that builds out from the square of the Goodman logo. We expanded and updated Goodman’s colour palette, leading with screen-first RGB neons. We introduced a more human, editorial-style typographic system which we then localised for non-Latin languages. And we developed a new photographic style that matches the energy Goodman brings to everything they do.
To keep movements deliberate and precise we directed a new motion design system through MelloMotion. We led the development of a new audio logo and library of brand themes through Audio UX, that help shape the sound of Goodman. And lastly, we created a unique verbal language that enables Goodman’s global team to speak with a single distinctive brand voice.
● WHAT WE DID
– Brand strategy
– Brand identity
– Brand architecture and sub-brands
– Brand design system
– Localisation for global markets
– Digital design
– Art direction
– Verbal identity
– Motion branding
– Audio branding
design system application.
Responsive website concept.
Brand platform, values and proposition.
EVP and Foundation sub-brands.
Layout examples.
Grid system.
Brand guidelines website homepage.
Brand guidelines website page examples.
Guidelines animated examples.
● WHAT THEY SAID
“We worked directly with Julie and Ben, who are true professionals. They're highly experienced, take great pride and attention to detail in their work, and are commercially focused. I would highly recommend Yonder as a creative partner.”
Alison Brink, Group General Manager and CMO Marketing and Communications, Goodman
● CREDITS
Motion design: MelloMotion
Audio branding: AudioUX
Photography: Chris Sisarich / Louis&Co
Photography: Toby Burrows / The Kitchen
Photography: Drew Wheeler / StillRep
Drone: Glenn Pokorny
Videography: Patrick Harris