Campaign
Contractor Mindset was an internal change management campaign developed to support Thiess’ T250 initiative, a company-wide business optimization program aimed at freeing up AUD 250 million in cash by the end of 2025. Rather than focusing solely on cost-cutting, the campaign encouraged employees to adopt a contractor mindset by making smarter, more commercially conscious decisions in their day-to-day work.
The campaign translated a complex financial objective into a relatable message that resonated across the organization, helping employees understand how individual actions could collectively contribute to achieving a significant business goal.
I was responsible for designing the visual identity and creative assets for the Contractor Mindset campaign, ensuring the messaging remained engaging, memorable, and easy to understand across multiple communication channels.
The campaign included digital collateral, presentation materials, posters, intranet banners, email communications, and supporting visual assets that reinforced the initiative throughout the year. Every piece was designed to simplify complex business messaging while maintaining consistency with Thiess’ corporate brand.
By combining strong storytelling with impactful visuals, the campaign helped transform a financial target into a movement that employees could connect with and actively support.
One of the biggest challenges was converting a high-level financial objective into communication that was meaningful for employees across different roles and business functions. The messaging needed to motivate behavioural change without feeling overly corporate or focused solely on cost reduction.
The creative approach also needed to maintain executive-level professionalism while remaining approachable, engaging, and relevant to employees working in both office and operational environments.
As the campaign evolved throughout the year, new initiatives, milestones, and communications had to be developed while maintaining a consistent visual identity across all touchpoints.
The primary objective was to create a campaign that inspired employees to think like business owners by encouraging smarter decision-making, resource optimization, and greater commercial awareness in everyday work.
The campaign aimed to:
The Sustainability Report was delivered as a high-quality corporate publication that effectively communicated Thiess’ environmental, social, and governance (ESG) commitments through a clear and engaging visual narrative. By combining structured layouts, thoughtful typography, and impactful data visualisation, the report transformed complex information into an accessible and compelling document. The final publication aligned with Thiess’ global brand standards, supported stakeholder engagement, and served as a professional representation of the company’s sustainability performance and long-term vision.