Challenge
To create a fresh new brand name and brand identity for ICI Australia following a historic change in the Australian company's ownership.

Creative Strategy
The development of a new name that could be registered internationally. A strong, yet flexible brand architecture was also needed to balance the needs of the corporation,

its business units and well-known product brands as the business grows.

Creative Idea
Intelligent value.

The ROI
The outcome was the successful integration of all brand communications and the transformation of the company from ICI Australia to 'Orica' within three months.