— Juli Anderson is a design thinker, living in Melbourne and drawn to projects that can solve problems and create positive change.
As Global Deputy Head of Brand, I co-led the successful launch of AECOM's refreshed and now award-winning global brand. Our new brand embodies our commitment to Environment, Sustainability, and Governance (ESG) principles, reflecting our work in partnership with our clients to make a positive and lasting impact on our communities and the planet.
The challenge was significant; with nearly 50,000 employees spread across 100 countries, our previous brand had become diluted, lacking a strong narrative and central direction, which resulted in inconsistent execution. Our brand refresh aimed to reflect our current service offerings and new tools, solutions, and services that support our ESG positioning, drive growth, humanise the brand, and align with our purpose of delivering a better world.
Over six months, I worked with a very small team of brand strategists and creatives to conduct a global audit of assets across all internal and external brand touchpoints to determine what was working and what needed to be fixed. Our extensive consultation included a brand working group comprising hundreds of staff impacted by AECOM's brand and a steering committee to ensure alignment with leadership and our company's strategy.
The result was an exciting and adaptable brand that provides flexibility and choice in its application, but an overarching consistency in its voice rolled out to 50,000 employees worldwide. Our efforts were recognised with an Indigo Award, a testament to our hard work and dedication to creating a brand that reflects our values and commitment to making a positive impact.
I am proud to have played a key role in this project, and it's been an honour to work with such a talented team. This experience has helped me develop a deep understanding of branding and how to create a brand that reflects an organisation's values and mission while resonating with its target audience.
Role: Global Deputy Head of Brand
Award: https://www.indigoawards.com/winners/5580
Creative direction, storyboarding, stakeholder engagement, production.
I am proud to have been a part of the team that helped launch Digital AECOM. This new sub-brand combines the company's global digital consulting services and products to help clients achieve better project outcomes and accelerate their digital journeys.
Working closely with the Head of Brand Global, I played a key role in developing the brand strategy for Digital AECOM, including a product naming process for the incubation and commercialisation phases. This ensured that all future technology goes through a rigorous branding process, resulting in products that are not only innovative and functional but also trademarkable and legally protected.
Our focus on user experience design ensured uniformity and consistency across all products, providing a seamless experience for our clients.