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World Gold Council

The World Gold Council is a global institution dedicated to enhancing access to – and understanding of – gold and the gold market. We embarked on a full strategy, repositioning and brand refresh to reestablish the World Gold Council as the industry voice, unlocking gold’s potential for economic prosperity and positive change.

We partnered on

  • Animation
  • Brand guidelines
  • Brand idea
  • Branding
  • Digital
  • Interviews
  • Visual identity
  • Brand strategy
  • Global brand positioning and idea

The bold ambition

The World Gold Council approached our agency with a desire for a comprehensive rebranding to identify and reflect and communicate their new mission, values, and global impact. They sought a modern and engaging, digital-first visual identity that would better communicate their dedication to advancing understanding, increasing demand, and upholding industry standards.

This global organisation required a global rebrand: one that would resonate externally with an audience ranging from governments, central banks to everyday people, and be interpreted by the team on several continents.

 

The big ideas

Our process began with in-depth interviews and workshops to gain a profound understanding of the World Gold Council’s core values, goals, and unique position in the industry. Through collaborative discussions, we identified key themes that formed the foundation for the rebranding strategy.

We distilled the essence of the World Gold Council into a powerful brand idea: “Sharing Insight. Driving Understanding. Unlocking Possibilities.” This statement encapsulates the organisation’s commitment to knowledge sharing, fostering understanding, and unlocking the endless possibilities associated with gold.

The ‘eureka’ moment for the rebrand came when we repurposed the existing logo to represent this idea of insight being the catalyst that spreads opportunity, like ripples on a pool. From this we created the ‘amplification device’. Inspired by the shape of a bullion bar, but expandable in every direction to represent the World Gold Council at the start of each knowledge journey. This can be used in print or more commonly in digital form, with dynamic energetic animations.

The World Gold Council’s comprehensive rebranding has successfully positioned them as a modern, forward-looking organisation while honouring their rich legacy. The new brand idea and visual identity resonate with stakeholders, members, and the broader audience, reinforcing the organisation’s commitment to advancing the understanding and possibilities of gold.

“Pollitt & Partners have crafted a brand that we’re genuinely thrilled with.

 

By coordinating and leading workshops with our global team, interviewing senior stakeholders and engaging our in house team, Pollitt & Partners created a strong strategic foundation that truly inspired us. Together we developed a digital first brand, idea, positioning, and extensive guidelines and visual toolkit that now serves as our North Star, and has galvanised our internal team day to day. They have also created a unique visual system to enable us to roll out the brand.

 

They listened, advised and challenged to ensure together we created something we can take forward with pride. And we had fun along the way.”

 

Tola Akinyemi

Brand Lead, World Gold Council

Our process began with in-depth interviews and workshops with the global team. From this research we distilled the essence and purpose of the World Gold Council into a powerful brand idea: “Sharing insight. Driving understanding. Unlocking possibilities.”

“The ‘eureka’ moment came when we repurposed the existing logo to reflect the brand idea of opportunity spreading, like ripples on a pool. From this we created the ‘amplification device’. Inspired by the shape of a bullion bar, but expandable in every direction it represents the World Gold Council at the start of each knowledge journey.”

Matt Shelley
Senior Design Director and Creative Lead

This simple and flexible motif forms the backbone of the visual identity system and can be rolled out simply in-house by teams on three continents.

“By coordinating and leading workshops with our global team, interviewing senior stakeholders and engaging our in-house team, Pollitt & Partners created a foundation that truly inspired us.”

Tola Akinyemi
Brand Lead, World Gold Council

Extensive brand guidelines have been developed to cover multiple channels, territories and roll out possibilities.

“Pollitt & Partners have crafted a brand that we’re genuinely thrilled with. They listened, advised and challenged to ensure together we created something we can take forward with pride.

And we had fun along the way.”

Tola Akinyemi
Brand Lead, World Gold Council

Pollitt & The Whiteley

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