Launching a new identity
Before the rebrand, we were known across the industry simply as GroupM.
For years, that name carried a legacy of media expertise, but as our vision evolved, so did the need for a brand that reflected where we were headed next. The timing of the transition couldn’t have been more dramatic: global’s new identity launched just one week before our entire organisation was scheduled to fly across the country for our annual state-wide conference.
What could have been a logistical scramble instead became an opportunity – our first real test to bring the new brand to life at scale, in the real world, with our entire company as the audience.
GroupM branding
Building the On Tour identity
To create a cohesive experience, we developed an “On Tour” identity system that blended the energy of a travelling roadshow with the sophistication of our new brand.
In just a matter of days, our team of two designers produced:
A 300+ slide keynote deck, designed to introduce the new brand with clarity, excitement, and storytelling flair.
Travel collateral, including branded luggage tags and other small touchpoints that elevated the experience from ordinary travel to curated brand immersion.
Hoodies and t-shirts featuring bold, tour-style graphics that instantly made attendees feel part of something new.
Out-of-home signage across airport terminals and major highways leading into the city, strategically placed to greet employees the moment they arrived.
The ‘On Tour’ lockup
Custom keynote presentation slides
Rotating OOH bus stop ad in Brisbane
As teams from across the region touched down at the airport, they were immediately met with our newly unveiled identity. The excitement was palpable. Conversations sparked organically. People took photos. The new brand was no longer an internal announcement; it was a multi-sensory, physical experience.
OOH signage at Brisbane Airport
Impact
The “On Tour” experience set the tone for the entire conference, unifying employees under a refreshed identity and building immediate emotional alignment.
In the weeks that followed, we continued rolling out the new identity across every touchpoint – updating social channels, refreshing in-office screens, and producing new promotional materials.
We followed the brand guidelines closely while creating our own thoughtful variations, keeping the identity consistent yet flexible for our market.
Instagram and LinkedIn posts
Digital screens displayed in our office
Upcoming print ad for B&T Magazine, 2026 edition