Totally Workwear reworks brand mission for consumer-focused identity
Leading Australian workwear provider, Totally Workwear, has changed its brand mission to “Trade, Safety and Uniforms” to reposition Australian workers in the heart of the company’s value proposition.
The brand was motivated to undertake the change to help it better connect with and serve its customers.
Using the personable tag line, ‘Love Your Work’ and leveraging a contrasting colour scheme of black, white and red, Totally Workwear’s new identity is as eye-catching as it is consumer-focused.
For Troy Yewdall, head of Totally Workwear, authenticity is at the heart of the shift.
“Our refreshed branding represents an absolute commitment to authenticity and expertise, underpinned by a culture of humility and integrity,” he said.
“It’s about a consumer experience that really connects with workers, in their communities and in very real way. Ultimately, we exist for the workers, we like a laugh, and we love our work – this brand is the embodiment of that.”
By placing the consumer in the centre of its new identity, Totally Workwear hopes to cement a strong narrative for the sectors and industries it supplies – one that speaks of reliability and an innate understanding of who the audience is.
Ray Chand, the organisation’s marketing manager added: “It’s all about authenticity and consistency in our creative execution.
“Delivery of our brand truth looks like consumer connections that ensure our audience knows, that we know them.
“We have the workwear they need, from the brands they want, and our locally owned and operated stores will ensure they get the expert service they’re after.”
The new brand mission comes in the wake of the workwear company signing with marketing agency iD Collective, after having worked with Akkomplice in September on an advertising campaign.
Under the new partnership, Totally Workwear is expected to release two campaigns, with iD Collective overseeing its PR.
Got a tip?
Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
Linkedin
topics
Ray Chand
Totally Workwear
Troy Yewdall
Have your say