Rebranding the Australian War Memorial

Landor has been appointed to oversee the strategic rebrand of the Australian War Memorial and to drive brand engagement with Australian Agricultural Company (AACO).

The brand consulting and design agency will over see the modernise the memorial's brand for future generations.

Trish Folan, General Manager, Landor Australia, said of the six-month project: “We have a unique take on connecting with contemporary audiences, through tapping into the human stories that lie at the heart,"

"As a vital thread in the fabric of Australian culture, the Memorial deserves a brand and an experience that honours its legacy and strengthens its connection to our nation.

"We want to ensure these stories continue to resonate for generations to come," Folan added.

Elliot Woods, Head of Communications and Marketing from the Australian War Memorial added: "Landor recognised the need for tackling this work with a delicate balance between innovation and respect for tradition.

"During this process, they’ve taken the time to really understand us as an organisation too, which we appreciate."

Landor's engagement with agribusiness AACO has seen the agency work on it's retail brand, Darling Downs Wagyu, to showcase the company's unwavering commitment to quality by driving brand, campaign creation, and global retail experience design.

The focus of the AACO partnership has been the "Beyond Taste" campaign for Darling Downs Wagyu, aimed at elevating the Wagyu experience through the five senses.

Through the Darling Downs ‘Beyond Taste’ campaign Landor has built awareness and engagement through compelling narratives that resonate and position Darling Downs Wagyu as the choice for every meal, time and time again.

Darling Downs recently held a pop-up experience in South Korea showcasing Australian Wagyu with a ‘Sensory Maze’ experience as part of "Beyond Taste" campaign.

Folan said of Lanor's work the agribusiness: “AACO's brands tell the story of Australian agriculture at its finest, and Darling Downs Wagyu is a prime example of that heritage.

"As we build on the launch of the 'Beyond Taste' campaign and bring Pure Australian Wagyu to consumers, we're committed to showcasing the passion, dedication, and unwavering commitment to quality that defines AACO.

"This campaign is creating an emotional connection with consumers across Asia and Australia, positioning Darling Downs Wagyu as the preferred choice for those who appreciate the best our country has to offer."

Sara Abdallah, Marketing Manager from ACCO, added: "Landor demonstrated a thorough understanding of our brands and business while pushing the boundaries of how we position ourselves in local and international markets. We’re excited about the impact we can continue to make together."

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