Vinidex engaged Focus to revitalise a brand that no longer reflected the innovation and momentum powering the business. Despite significant progress in sustainability, product development, and market presence, the brand felt dated within the industry. The brief called for a complete refresh – new logo, visual identity, messaging, and positioning – to capture a smarter, future-focused offering while preserving the credibility and trust earned in the Australian market.

• Activation Ideas

• Creative Concept

• Design Execution & Rollout

• Product Launches

• Website Design

• Video

• Campaign Messaging

• Social Media

Our process began with an insight-led discovery phase, designed to deeply understand Vinidex’s business, market and customers. We ran stakeholder workshops, sales team interviews and customer journey mapping, alongside an in-depth sustainability audit and competitor review. This research uncovered insights around customer needs, industry perceptions and opportunities for differentiation.

From this, we developed brand pillars centred around smarter solutions, innovation, trusted partnerships and sustainability leadership, aligning Vinidex’s messaging with it’s business direction. A product hierarchy review, persona development and brand territory exploration further shaped the creative strategy, ensuring the refreshed identity was both authentic and future-fit for their expanding market position.

The outcome was a bold new identity that modernised Vinidex while maintaining brand integrity. With a revitalised identity, logo and messaging, the brand emerged with new energy and relevance, reinforcing its position as a progressive industry leader.

The updated identity resonated strongly both internally and externally, capturing the company’s innovative momentum and future ambitions. It re-established Vinidex as a contemporary, progressive leader within the infrastructure, building and agriculture sectors.