Aurecon is well-known as a market leader in international engineering, design and advisory. Trouble is, they’re less well-known in areas like decarbonisation, energy transition and climate risk. And that’s where the growth is.
Aurecon asked 3rdspace to help them raise awareness for the business. To engage C-suite, advisors, boards, partners and the community. To highlight their work in creating a better climate, building resilient businesses, and building connections between places and people.
Importantly, the end goal was to position Aurecon as an unconventional player.
Client workshops revealed that people who work at Aurecon are not like everyone else. Curiosity is hard-wired into them. The need to understand how things are made. To create things of true meaning. Their engineering mindset permeates everything.
Our strategy was to put the spotlight on Aurecon’s engineering DNA. We wanted to communicate that the team at Aurecon is comfortable staying in the problem longer to yield a better outcome. We wanted to connect with the hearts as well as the heads of our senior decision-makers.
The key was communicating ‘Why?’ Why is it important for business decision-makers to stay in a problem longer? Why do they need the right advisory partner?
The content led campaign tells the story of ‘Why?’ through the eyes of a 10yo girl called Tilly. Tilly’s letter to the world tells the optimistic Aurecon story in an emotive way. We demonstrate that a better outcome can be achieved for business, people and for the planet.
As part of the strategy work we also reevaluated the look and feel of the brand and worked with the business to evolve Aurecon’s visual identity. The new look and tone of voice covers everything from brand campaigns to websites to internal documents and presentations.
With an evolutionary approach, we took the best elements of the existing brand and consolidated, with some updated and improved elements. The existing ‘leaf’ shape evolved into the ‘Aurecon lens’ we see the world through.
A new brand visual identity and style guide.
A content led campaign that will play out across digital and social, oOh!media, in office towers and at construction sites that Aurecon has been a part of designing and building, such as the new Allianz Stadium.
“Dear World” will also be a launching pad for a series of events and supporting content, which will further reinforce Aurecon as an unconventional player.
The campaign has already started to transform the perception of the business from the inside out, with Aurecon’s Employee Pulse survey showing internal sentiment increasing by +2 on ‘I’m inspired by the purpose of our organisation’ and +3 on ‘the work I do is meaningful to me’. Social media engagement metrics also hit 5x the industry benchmark. Giving Aurecon's 8,000 strong team a new lease of energy and confidence as they get on with bringing ideas to life.The campaign recently won at the IABC’s Gold Quill Awards which recognise and award excellence in strategic communication worldwide; Award of Excellence for audio Visual Communications and an Award of merit for best internal communications