A powerful brand for a new era.

Challenge

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.

A recent large project win had moved OFI into a new market tier, however the current brand positioning did not adequately reflect or represent the company, therefore a more professional brand presence was required.

There was also a desire to be known simply as OFI by dropping the descriptor “Overflow Industrial”, as it was deemed to not adequately reflect the company’s wider service offering or market position.

Response

OFI had recently re-defined their vision, mission and values, and it was up to Axiom to interpret and build upon these insights to create a clear brand promise and brand positioning that allowed us to deliver on the ‘big-idea’ for the brand.

After an initial brand audit, Axiom developed a comprehensive brand and communications strategy to re-ignite the company with both internal and external stakeholders as they entered a new business phase.

Along with the subtle improvements and refinements to the OFI logo, we also delivered a new tagline – “Powering Innovation” – that in two words encapsulated the brand essence of the company, its people and their vision.

The new logo and brand platform is being progressively rolled out across a variety of brand collateral from business stationery, vehicle livery, uniforms, building signage and website.

Result

Only recently launched, success of the re-branding can be best measured through the enthusiastic and rapid take-up of the new look by staff and management across the entire company.