Shaping the future of the Australian wool industry
Accelerating Nature-Positive Change with Australian Wool Innovation
Explore how Edge Impact helped AWI launch Woolmark+.
The Challenge
With shifting consumer preferences towards low-impact products and new regulatory measures being enforced, Australian Wool Innovation (AWI) saw the opportunity to empower the industry to tap into these changes and support the global market demand for high-quality wool.
Being the innovation hub for woolgrowers in Australia, AWI unveiled a new roadmap called Woolmark+, which brings together 13 practical initiatives that can be implemented by woolgrowers and brand partners to optimise nature positive outcomes across the value chain.
Driven by the ambition to mobilise the wool industry and recognising that driving ongoing stakeholder engagement is critical to its impact, AWI engaged Edge to help create an elevated communications strategy for Woolmark+.
To strengthen their partnership with industry stakeholders to collectively safeguard the future of wool, developing a unique positioning, narrative and visual identity for Woolmark+ was vital.
Although the Woolmark brand is globally recognised through its certification logo, our approach to launching Woolmark+ needed to be distinct while complementing their overarching brand identity and positioning.
Key Deliverables
Communications Strategy
Key Message Development
Design & Delivery of Launch Assets
Communications Strategy
Key Message Development
Design & Delivery of Launch Assets
The Approach
A key part of the launch involved equipping woolgrowers and brand partners with practical resources to drive their active participation in the initiative.
Collaborating closely with AWI we defined the overarching approach in launching the Woolmark+ roadmap, essentially turning a complex strategy document into an engaging, scalable platform for their stakeholders.
The process began with a deep dive into the industry, its key audiences, and the strategy itself, ensuring every insight shaped the development of essential communication elements.
The process included creating an ambition statement, messaging framework, and a channel plan designed to position Woolmark+ in a way that was relevant across all audiences, no matter their role in the industry.
To make the strategy actionable, key messaging was developed to equip the Woolmark team with practical guidance to implement the roadmap's initiatives.
Building on this foundation, the creative direction for Woolmark+ was explored, leading to the development of visual assets, including iconography, imagery guidelines, website content, and event collateral.
This holistic approach successfully brought the roadmap to life, driving engagement and empowering woolgrowers and brand partners to embrace nature-positive practices.
The Result
The launch of Woolmark+ generated strong positive feedback from key stakeholders, who appreciated its practical approach to driving sustainability. Media outlets also highlighted the initiative, amplifying its reach and influence.
The toolkit’s clear messaging and tailored resources helped to engage woolgrowers and brand partners in taking meaningful action.
Overall, the launch successfully engaged the wool community and sparked momentum for continued collaboration and sustainability efforts.
Explore Woolmark+ Here and discover how Edge's Nature Advisory and Strategic Communications services can elevate your sustainability initiatives.
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