Foundry

ReGen, formerly known as the Australian Waste and Recycling Expo (AWRE), sought to evolve beyond its initial focus on waste management, embracing a broader vision of regeneration and sustainable innovation. We developed a comprehensive brand strategy—encompassing repositioning, narrative development, mission articulation, brand voice definition, and a dynamic visual identity system—all guided by the core essence of “Transforming Efficiently Together.”

Brand Positioning & Narrative
The repositioning established ReGen as more than an event: it became a forward-looking platform designed to foster collective solutions that renew resources, revitalise ecosystems, and strengthen communities. We crafted a narrative that moved beyond traditional recycling frameworks, placing emphasis on holistic approaches and circular economies. ReGen’s story now underlines its role in cultivating knowledge exchange, driving meaningful collaborations, and inspiring measurable progress.

Brand Values & Mission
The brand values—collaboration, ingenuity, stewardship, inclusivity, and continuous improvement—express “Transforming Efficiently Together.” They reinforce the idea that every participant, from industry leaders and policymakers to researchers and community advocates, contributes to regenerative advancement. The mission is centred on empowering attendees to share strategies, forge connections, and initiate tangible change that delivers lasting, sustainable outcomes.

Brand Voice & Visual Identity
We defined a brand voice that is knowledgeable, encouraging, optimistic, and action-oriented, inspiring stakeholders to engage, learn, and innovate. The visual identity incorporated a circular, organic mark symbolising interconnection and renewal. A vibrant yet earthy colour palette, paired with clean, approachable typography, conveyed accessibility, progress, and professionalism. Imagery showcased thriving ecosystems, dynamic discussions, and real-world impact, ensuring consistency across digital platforms, on-site signage, marketing materials, presentations, and educational assets.

Implementation & Consistency
A comprehensive brand style guide documented the principles governing the use of logos, colour systems, typography, imagery, and messaging. This provided organisers, exhibitors, and partners with clear directives to maintain a cohesive, authentic brand presence—reinforcing ReGen’s identity at every touchpoint.

Outcome
By repositioning AWRE as ReGen, guided by the principle of “Transforming Efficiently Together,” we enabled the expo to transcend its origins. Through distinct positioning, a compelling narrative, a purpose-driven mission, a resonant brand voice, and a cohesive visual system, ReGen is now poised to lead the conversation on regenerative solutions. As a result, it empowers attendees to collaborate more effectively, embrace sustainable practices, and collectively shape a more resourceful, resilient future.