Brand capital. Create value
ORICA
Following a landmark ownership change, ICI Australia was rebranded as Orica through a globally registerable name and flexible identity, unifying communications, energising culture, and delivering rapid transformation within three months.
STRATEGY
IDENTITY
SIGNAGE
IMPACT
No.1
World's largest provider of commercial explosives and innovative blasting systems
$8B
Revenue annually
14,000
People employed
50
Countries with Orica’s presence
STRATEGY
Transform ICI Australia into a globally recognizable, investable brand in just two months, aligned with ASX listing requirements and market ambitions. A distinctive, globally registrable name and identity would signal clarity, ambition, and confidence, bridging legacy perception with future international aspirations.
SOLUTION
Developed the name “Orica”—unique, memorable, internationally registrable. And a visual identity system conveying industrial precision, authority, and flexibility across multiple markets.
VALUE
Orica launched successfully on the ASX, projecting confidence, inspiring employee pride, and establishing a globally recognized industrial brand in record time.
