Australian Wool HoldingsAbove and beyond.

With a 170-year sustained history in agribusiness, Australian Wool Holdings (AWH) knows a thing or two about getting wool off the sheep’s back – and delivering it to the world.


AWH could move, store and deliver a wide array of logistics, so the immediate challenge was how to position the brand to broaden consideration in the competitive world of global logistics. The challenge for AWH was the lack of awareness around their significant capacity to provide innovative and cost-effective supply chain solutions beyond their core of cotton and wool. We settled on the project goal – to broaden AWH's brand reach to deliver a global focused supply chain solution.


Fluid undertook a complete strategic audit of the brand website and collateral to understand how AWH's audience's experiences shaped their perception of the brand. A critical insight was that the existing raft of communication material was disjointed. Effectively their marketing had siloed the AWH business into specific logistic outcomes, which hampered the broader awareness of their end to end global solutions. There was an opportunity to consolidate their collateral into a concise package.

Fluid created a range of distinctive brand assets that could be applied across all the collateral consistently. Statements like, 'Big enough to matter, small enough to care' and 'realise the possibilities' were used alongside the new visuals helping differentiate AWH from other global logistics companies. 

Fluid realigned AWH's marketing collateral back under a single brand. This approach ensured that the creation of new marketing collateral was a lot more cost-effective and made brochures and the AWH website much more succinct and easy to navigate. The various core functions of the business were easier to find and could be cross-promoted inline with the AWH brand ambition.


AWH has pushed forward and further expanded into the agri-business, construction, renewable energy and retail/wholesale sectors. AWH applied their new identity nationwide and across its innovative technology solutions.