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.