GME is a highly respected Australian brand, built on decades of technical excellence and proven reliability. The challenge was ensuring that this strength translated into relevance for a changing market, particularly younger, more tech-savvy audiences, while retaining the trust and loyalty of its core customer base. The brief was to clearly define and articulate a refreshed brand positioning that could carry GME confidently into the future.

We began with a comprehensive brand audit, combining internal interviews, dealer feedback and customer research to understand how GME was perceived and where opportunities existed. Using these insights, we developed a clear brand platform anchored in GME’s core truth; a passion for communication and structured around a disciplined brand pyramid covering essence, values, personality, emotional rewards, functional benefits and physical attributes.

The creative work translated strategic thinking into a confident, usable brand system. From tone of voice and visual language through to practical application guidelines, the brand was expressed in a way that felt authentic, modern and unmistakably GME. Strong imagery, disciplined design and clear language ensured the brand could connect emotionally, not just technically, across every touchpoint.

The refreshed brand platform gave GME a clear, future-ready foundation to guide communication, design and decision-making. It strengthened internal alignment, sharpened external consistency and repositioned GME as both a trusted heritage brand and a confident, contemporary leader. One that is ready to remain relevant in an increasingly competitive and fast-evolving market.