Project:
Thiess Group 2026 Reconciliation Action Plan
Brief:
In 2026, Thiess' Reconciliation Action Plan (RAP) transitioned from covering the Thiess brand and story of Reconciliation, to encompass and represent all brands within Thiess Group. This interim change posed brand challenges, as the Indigenous artwork was produced for Thiess only, not the entire suite of Thiess Group brands.
Under strict guidance from Reconciliation Australia, the Innovate RAP from 2026 - 2028 would serve as a transitionary period before commissioning a new Indigenous artwork from 2029 onwards. For the Innovate RAP to work for the Group, the look needed to be refreshed yet stay true to the vision of the artist and work within the Thiess Group brand guidelines, which are complimentary but different to Thiess alone.
To do this I developed the RAP wordmark and housed it in Thiess red. This picked up the red colour in the brands to provide a level of representation visually across the Group. with permission from the artist, the device used the original background from the Thiess Indigenous Artwork inside the RAP letters. It would form a visible link to all branding and merchandise, and help signify the shift from Thiess' previous Innovate RAP, to become the new Innovate 2.0 RAP for the Group.
The below RAP document and suite of merchandise are examples of this refreshed style which I creatively directed and designed to include all Thiess Group brands while keeping true to the original vision of the Indigenous artwork.
Employer:
Thiess Group
My Role:
Creative direction, Brand governance, Graphic design, Project lead
Polo shirts
TRUCKER CAPS
COFFEE CUP
COFFEE CUP FLAT-LAY ARTWORK
