Global brand consulting and design firm Landor has landed a suite of new business wins, including a strategic rebrand for the Australian War Memorial and a comprehensive brand engagement with the Australian Agricultural Company (AACO).

The Australian War Memorial is undergoing a six-month project to modernise its brand, with Landor as its partner for the strategic rebrand. The rebranding initiative aims to inspire and unite Australians by connecting with contemporary audiences through human stories.

General Manager of Landor Australia, Trish Folan, said: "We have a unique take on connecting with contemporary audiences, through tapping into the human stories that lie at the heart.

"As a vital thread in the fabric of Australian culture, the Memorial deserves a brand and an experience that honours its legacy and strengthens its connection to our nation. We want to ensure these stories continue to resonate for generations to come."

Head of Communications and Marketing at the Australian War Memorial, Elliot Woods, said: "Landor recognised the need for tackling this work with a delicate balance between innovation and respect for tradition. During this process, they've taken the time to really understand us as an organisation too, which we appreciate."

In addition to the War Memorial project, Landor is also collaborating with AACO on its retail brand, Darling Downs Wagyu. The focus is on the "Beyond Taste" campaign, which aims to enhance the Wagyu experience through the five senses. This campaign includes a pop-up experience in South Korea, showcasing Australian Wagyu with a 'Sensory Maze' experience. The partnership with AACO is designed to build an emotional connection with consumers across Asia and Australia, positioning Darling Downs Wagyu as a preferred choice.

"AACO's brands tell the story of Australian agriculture at its finest, and Darling Downs Wagyu is a prime example of that heritage," said Folan. "As we build on the launch of the 'Beyond Taste' campaign and bring Pure Australian Wagyu to consumers, we're committed to showcasing the passion, dedication, and unwavering commitment to quality that defines AACO. This campaign is creating an emotional connection with consumers across Asia and Australia, positioning Darling Downs Wagyu as the preferred choice for those who appreciate the best our country has to offer."

Marketing Manager at AACO, Sara Abdallah, said: "Landor demonstrated a thorough understanding of our brands and business while pushing the boundaries of how we position ourselves in local and international markets. We're excited about the impact we can continue to make together."