“Game Changer Leadership”
Materials Embodied Carbon Leaders’ Alliance (MECLA) is an association of leaders in the building & construction industry, government bodies and not-for-profit organisations who are committed to improving the procurement, supply chain and use of materials that cause harm to the environment.
The core members of MECLA, NSW Government, WWF-Australia, Lendlease & Presync, came together with the belief that Australia can tackle the climate change threat and aligned with the Paris Agreement targets if we help transform the building and construction industry.
The built environment sector is responsible for one-quarter of Australia’s emissions. The majority of these emissions (at least 40%) occur from the embodied or upfront carbon of the materials used in building and construction in particular, steel, cement, concrete and aluminium representing over 9% of global emissions.
TOAST was briefed to create a strategic positioning and brand identity to engage multiple stakeholders involved in the construction industry and rally them towards a common goal of creating a better future for Australia.
The new MECLA brand needed to inspire radical collaboration, provide guidance to all market players, facilitate knowledge sharing and the uptake of low/zero-carbon materials.
TOAST delved into the reason for why MECLA exists, the values that drive the organisation, and how it could be translated into a visionary brand by creating a strong strategic framework.
Based on its research and the insights derived through the interviews with multiple stakeholders, TOAST created a well thought out strategic platform for the organisation: “Game Changer Leadership”, focusing on the central belief that “We are the change needed to reach net-zero emissions”.
The logo and the overall brand identity created by TOAST explores the unified action of the different sectors in the construction industry; it demonstrates the intention of the organisation, with the central diamond representing a perfect collaboration between all entities' purity and a brighter future. It signifies the collaborative efforts to tackle this complex issue, the integrity to work in an ethical manner, the transparency to share knowledge and expertise, and the opportunity to move towards a zero-carbon economy future, positioning Australia in the top 5 zero-carbon materials suppliers.