Rebranding and Repositioning
The challenge was to build the right profile for a Singapore-listed business, operating in a dynamically changing overseas marketplace. Ausgroup Limited is a growth oriented company operating in Australia and South East Asia, providing a range of fabrication, construction and integrated services to natural resource development companies. Today they help their clients both large and small, to build, maintain and upgrade some of the world’s most challenging oil, gas and mineral resource development projects. The new name and identity communicates the change from a small cladding company to one of the largest fabricators, construction and integrated services provider for the oil and gas industry in Australia and in the Asia-Pacific region. The nomenclature needed to reflect the change in business model, but maintain the goodwill already vested in the various subsidiaries and the public-listed entity, Ausgroup (SGX listed).