APA Group is Australia’s largest gas transportation operation and a top-50 ASX-listed business. But aside from existing investors, employees or customers, most people hadn’t heard of it, and didn’t know what it did. The company wanted to change this perception and create a corporate identity that fully reflected the skills of its people and articulated the company’s strength and potential – inside and outside the gas industry.
We launched the project with a rigorous brand review and competitor analysis, followed by interviews with the executive team, shareholders, customers and partners and a series of workshops across the country that drew insights from a wide range of employees. The findings, which we presented to the board, confirmed the need for the brand to clarify what APA is and does – as one company representative described it, to explain not just the what but the why of the group and its vision.
A key insight we gained from this process was that APA was not simply a company that owned pipes and moved gas. Rather, its essence was the connection it had with its customers, investors, developers and land owners. The new brand identity embraced this concept with the red dot in the new logo, representing energy, passion and the customer at the centre of the business and a new tagline: Energy.Connected.
The striking new brand meets the client’s request for an ‘evolution, not a revolution’. It can be easily applied and adapted to a variety of media. More importantly, it enables APA to be recognised as a leading infrastructure business inside and outside of the gas pipeline industry, and resonates with long-serving employees and new hires, making them feel proud to be a part of an important Australian organisation.