The business
GS Engineering & Construction Australia is the Australian subsidiary of South Korean engineering and construction company GS E&C, delivering major infrastructure projects that support Australia's long-term growth.The problem
Entering the Australian market, GS E&C needed a local identity that built trust while balancing its established global reputation with a strong commitment to Australia's future.The outcome
The refreshed identity pairs clean typography with optimistic imagery and a flexible visual language that reflects innovation, sustainability and local impact. The result is a cohesive brand that communicates GS E&C's ambition to become a trusted, long-term partner in Australia.What I'd do differently
I'd explore introducing softer forms, such as subtle rounded corners, to create a warmer, more contemporary Australian expression. While the current identity successfully aligns with the Korean parent brand, this could help strengthen its local character.
Credit
Created at Principle Design
Responsibilities
Project lead
Creative direction
Brand roll-out
Website design & management
Project scope
Concepts and idea generation
Brand identity and guidelines
Print collateral
Publication
Website design
Dev management
→ gsenc.com.au