The primary objective was to redefine the identity of their innovation team, bringing it in line with the company's core business objectives and values. We commenced by conducting a deep-dive analysis into the brand's existing image, identifying areas of improvement, and understanding the factors contributing to the negative perception. We then formulated a brand strategy that would better communicate Wesfarmers' commitment to innovation and corporate responsibility, striking a balance between its industrial roots and its aspirations as a modern, forward-thinking retailer.