Visual Industries Australia

Visual Industries Australia, a long-standing B2B signage manufacturer, required a complete brand transformation to better reflect its innovation, capability, and leadership within the industry. A key challenge was that the previous business name, "Brand Right", sounded more suited to a branding or creative agency, rather than a specialist signage manufacturer, causing confusion about the company's true offering. The project needed to reposition a business that had operated under a legacy identity for over two decades, while maintaining the trust it had built with its clients. There was also minimal existing brand assets.

The solution was a complete strategic rebrand, beginning with a new name—Visual Industries Australia—that clearly communicates the company’s core focus on signage manufacturing. The guidelines that follow provide detailed directives on our logo usage, typography, colour palette, and more, ensuring that every representation of VIA —whether through our digital presence, printed materials, or project site signage—speaks with a coherent and powerful voice. By adhering to these guidelines, you help us maintain the strength and clarity of our brand identity.

The rebrand has repositioned Visual Industries Australia as a confident, modern leader in the signage manufacturing space. The new name and identity have eliminated confusion about the company’s offering, increasing clarity and trust with clients. Since launch, the business has reported stronger engagement with larger commercial and government clients, attributing this to the premium visual presence and refined tone of voice. The website has become a key sales tool, converting leads by showcasing the scale of projects like IMAX and the Reserve Bank. The refreshed brand has also supported recruitment, attracting creatively minded team members aligned with the company’s direction.

New Name and Identity: The company’s name was changed from "Brand Right" to Visual Industries Australia, clarifying their core focus on signage manufacturing rather than branding. Logo Design: The new logo cleverly incorporates an arrow to symbolise wayfinding, a key function of signage. This subtle design element reinforces clarity and direction. Premium Visual Identity: A modern typographic system and bold colour palette were introduced to convey professionalism and reflect the business's industry leadership and scale. Tone of Voice Refinement: The tone was adjusted to sound more premium and consultative, attracting higher-end commercial and government clients. Website Overhaul: The new website was designed to better showcase the company’s capabilities, featuring major projects such as Deloitte, XPENG, and Dior to highlight the scale of work undertaken. Recruitment Impact: The rebrand has supported recruitment efforts, attracting creatively minded team members who align with the company’s evolving direction. Stronger Client Engagement: The refreshed brand has led to stronger engagement with larger, high-profile clients, boosting trust and positioning the company as a modern leader in its field.