AFFINITY Launches Worley Rebrand As A Force In Sustainability

Full-service CX, media and advertising agency AFFINITY has completed an 18-month-long global rebranding for ASX-listed engineering powerhouse Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change.

Worley, a global provider of professional services in the energy, chemicals and resources sectors working across six continents, has set out on a significant journey to redefine its business. The rebranding initiative comes as part of Worley’s broader strategy to become a global leader in sustainability solutions, with a target of 75 per cent revenue from sustainability-related projects by FY2026 announced by Worley CEO Chris Ashton.

“Worley’s rebranding journey isn’t just about a new logo or a tagline; it’s about articulating their commitment to sustainability and social responsibility,” said Luke Brown, AFFINITY’s CEO. “It’s not often you get to shape a brand that’s truly looking to change the world. Worley’s doing some incredible work, and now they have a brand that reflects this”

The brand transformation aligns with Worley’s purpose and values, and follows a lengthy consultation process that engaged Worley’s people from a variety of levels and disciplines. This was a critical part of the process to ensure the new direction was more than just cosmetic.

“Worley has over 50,000 of the world’s best and brightest working on solutions that are delivering sustainable change. Our new brand has been inspired by our people and our portfolio of work, and we believe it represents a step change for the category. It’s been a real privilege to lead this,” said Fiona Low, Worley’s group director/VP, global marketing.

AFFINITY, renowned for its proven effectiveness in brand strategy, digital marketing, and creative solutions, has a track record of leading successful brand and digital transformation projects for clients in a range of sectors.

“AFFINITY worked closely with us to get under the skin of the business, to really understand who we truly are. Our new brand aims to set a precedent in the industry. We want to create a powerful, resonating brand that not only signifies Worley’s strategic direction, but also inspires people to talk about why they choose to work in our industry. To talk about what it means for them personally and the imprint they want to create,” said Low.

The new brand launches across Worley’s key global locations from November 27. In the coming months, stakeholders can expect to see a visible change in Worley’s branding across all platforms and touchpoints. The revamped brand identity will echo their commitment to delivering sustainable change while preserving the brand’s legacy of industry-leading engineering services.

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