Bostin Design

GFG Alliance

The GFG Alliance is an international group of companies founded and owned by the Gupta Family, with global revenues in excess of US$15 billion.

Sanjeev Gupta made headlines in Australia in 2017 when GFG purchased OneSteel, and again in 2018 when GFG bought the Whyalla Steel Works in regional South Australia – saving 6,000 jobs and giving the regional town a long-term economic boost with GFG’s plans to turn the steel works into a grand-scale steel plant. Following an extensive business review and company restructure, rebranding was undertaken to engage both customers and stakeholders during a period of rapid growth.

@Brandcraft

GFG Alliance is a global business of four different companies (and brands) working together towards a common mission, vision, and strategy: Liberty — Steel, SIMEC — Power Generation, Jahama — Property, and
Wyelands — Financial Services.

GFG and its four company brands were all new to the Australian market, and the narrative was of change, innovation, transformation, and an industrial renaissance in metals and engineering.

This presented a moment-in-time opportunity to create a brand positioning, story, and visual identity that reflected this new order and intent – for GFG’s employees, customers, and industry partners, both in Australia and around the world.

A branded house was created, with GFG and its four operating companies having a common brand story and identity, while still allowing each business to have its own positioning, identity, and operations (within the same framework). Like a family of brands, GFG and its four operating companies were all related and united in purpose, passion, look and feel.

GFG and its four operating companies have all successfully been rebranded, and the new branding continues to be rolled out across their steel works, retail steel outlets, vans and trucks, reception areas, signage and digital communications globally.

LOCATION PHOTOGRAPHY
© GFG Alliance / Liberty 2017

WHAT WAS DELIVERED

Art Direction
Brand Communications
Brand Identity
Brand Launch
Brand Look and Feel
Internal Communications
Literature
Look and Feel 
Re-brand