Affinity completes 18-month global rebrand for Worley, focusing on sustainability

AFFINITY + Worley Website

Fiona Low: “It represents a step change for the category”

AFFINITY, a full-service CX, media, and advertising agency, has concluded an 18-month global rebranding initiative for ASX-listed engineering firm, Worley. The rebrand underscores Worley’s commitment to becoming a leading force in sustainable change within the professional services sector.

See Also: Mediaweek Agency 50: AFFINITY’s Angela Smith discusses navigating the challenges of 2023

Worley, a global provider of professional services in the energy, chemicals, and resources sectors across six continents, is strategically reshaping its business. The rebrand aligns with Worley’s broader objective to emerge as a global leader in sustainability solutions, with CEO Chris Ashton announcing a target of 75% revenue from sustainability-related projects by FY2026.

According to Luke Brown, CEO of AFFINITY, “Worley’s rebranding journey isn’t just about a new logo or a tagline; it’s about articulating their commitment to sustainability and social responsibility.”



Fiona Low, Worley’s Group director/VP of global marketing, emphasised the significance of the brand overhaul: “Our new brand has been inspired by our people and our portfolio of work, and we believe it represents a step change for the category.”

Low added, “AFFINITY worked closely with us to get under the skin of the business, to really understand who we truly are. Our new brand aims to set a precedent in the industry.

“We want to create a powerful, resonating brand that not only signifies Worley’s strategic direction, but also inspires people to talk about why they choose to work in our industry. To talk about what it means for them personally and the imprint they want to create.”

AFFINITY & Worley brand guidelines

The revamped brand, reflecting Worley’s commitment to sustainable change, launches globally from November 27. Stakeholders can anticipate a visible shift in Worley’s branding across all platforms and touchpoints in the upcoming months. The new identity aims not only to signify Worley’s strategic direction but also to inspire conversations about the industry’s impact and individuals’ personal contributions.

The rebranded Worley seeks to maintain its legacy of industry-leading engineering services while signalling a bold commitment to sustainability.

See Also: AFFINITY appointed as strategic digital partner for beverage company Lion

To Top