Auscom Group keeps the power on for Australia's biggest builds. We built the brand around the people who do it.
JULY 2026
AUSCOM GROUP
labour hire and contracting services
AUSTRALIA
Auscom Electrical has been placing licensed electricians on major infrastructure projects since 2010.
It was time to take the business further — geographically and across trades. Auscom Group launched as a new parent company, expanding past electrical labour hire into engineering, civil works, admin and other trades, with its sights set on operating Australia-wide.
A new logo and a refreshed website would have been the easy fix, but Auscom Group's real problem sat one layer deeper: it had to speak convincingly to two very different audiences.
Government tender panels deciding who gets a multi-million-dollar infrastructure contract. And tradespeople looking for a workplace.
We're proud of the infrastructure we help deliver — it's part of how our cities and our country grow. We're just as proud of the work opportunities we create along the way. Those two things are really why Auscom exists.
Big projects don’t get built by big companies. They get built by people who turn up for the work. People who know by the end of their shi whether it was done right. Every one of those days adds up to something bigger. Every project is part of how our cities grow and the country is changing. A good day on site. A good change for the country. Both of them, earned.
The Good Shift™: same words, same promise, two very different audiences hearing exactly what they need to hear. That's the beauty of it — it didn't need a separate message for each market. One line does both.
The Auscom symbol is built from three lines, inspired by the shifts marked on a roster. Each line represents one of the three key industries Auscom serves.
By shifting the lines out of alignment, we connected the logo directly to the brand promise: The Good Shift™.
The resulting mark holds several meanings. It forms an A for Auscom, while also suggesting a flag—a symbol of workers coming together—and the silhouette of a hard hat. Together, these elements create a distinctive symbol rooted in Auscom’s work, people and purpose.
We chose the colour palette to align with the hi-vis Auscom is already planning to roll out on site. Onyx Black carries the confidence and directness; Yellow also brings energy and visibility without tipping into caution-tape cliché; Greys keep everything legible next to a tender document as easily as next to a hard hat.
As one influential creative director put it: “In the beginning was the Word.”
The design came afterwards.
We designed the identity to survive being worn. The hard hat and hi-vis vest carry the mark as cleanly as the letterhead does — because for a labour-hire business, the biggest stage the brand ever gets isn't the website, it's the site.
Business cards and letterhead carry The Good Shift as a standing line, so the promise shows up in every tender submission, whether or not anyone clicks through to the About page.
For a labour-hire business, the biggest stage the brand ever gets is the sites they work on, not just their website.
Project Deliverables at a Glance
BRAND STRATEGY
BRAND NARRATIVES
NAMING & IP
BRAND IDENTITY
CONTENT STRATEGY
UX/UI
CUSTOM DEVELOPMENT
ACCESSIBILITY
ANIMATION
SEO
With the brand in place, we could build the website the client had originally asked for, only now it had a clear idea behind it.
Before any page was built, we ran content strategy first. We found out what actually gets scored on a tender (price, capability and experience, licensing, insurances, enterprise agreements) and structured the website to answer all the questions.
We built a CMS for client's major projects, so their record of delivered work grows as new projects land, without needing a developer.
We developed automated job application system — contractors apply directly through the website, submitting the documentation Auscom needs as part of the application, which builds Auscom a running database of people ready to work as new projects come up.
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We came to Olya for a rebrand and a modern website. What we didn’t expect was how much the process would bring the whole business together. The new brand has given us greater clarity about who we are, what we stand for and how we communicate it.
It has also given us a renewed sense of confidence, in the business, in our direction and in what comes next.
Naomi
Auscom Group, COO
Brand Strategy
Naming and Copywriting
Brand Identity & Applications
Website Design and Development
SUMMARY OF DELIVERABLES
Established two main audiences: tender decision-makers and prospective contractors and three sectors (Civil Infrastructure, Transport & Rail, Government) . That brought us to a clear direction in the narrative
Creating the new brand promise, true to both audiences. It can be registered as IP
— The Good Shift™
New logo and Visual Strategy. Developing a cohesive suite of brand applications, so it holds up as well on a job site as it does in a pitch deck
Case Studies
We built Auscom a custom CMS to showcase their major projects, so their record of delivered work grows as new projects land, without needing a developer.
Automated Hiring Process
Contractors apply directly through the site, submit the documentation Auscom needs as part of the application, and land in a running database Auscom can draw on as new projects need crew.
