OKMG recently undertook the rebranding of East Kimberley Job Pathways to ‘Job Pathways’, a strategic move aligning with community recognition and expedited deployment needs. The decision, rooted in existing brand loyalty and name familiarity within the community, pivoted towards a more concise, impactful identity. The rebranding journey commenced with an in-depth exploration of Job Pathways’ essence, focusing on its ties to country and community. This exploration was informed by executive workshops and board discussions, leading to the selection of a colour palette that vividly represents the land and cultural roots.

Further, the brand’s visual identity was rejuvenated, drawing inspiration from the well-received Wayfinder brand. This inspiration defined the custom brand device, a symbol blending traditional significance with modern aesthetics. The application of this new branding was demonstrated across various mediums, including uniforms, hats, large-format advertisements, and smaller-scale promotional materials, showcasing its versatility and broad appeal.

The rebranding effort culminated in a community feedback exercise, orchestrated by their internalling marketing and communications team. Garnering overwhelmingly positive responses from nearly 50 community participants, this feedback validated the rebranding strategy, reflecting a community-centric approach. OKMG’s facilitation of this transformation showcases its ability to blend market trends with local sensibilities, ensuring that Job Pathways resonates deeply with its target audience while projecting a contemporary, cohesive brand image.