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 the founders, 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