Philip Chun is one of Australia’s most trusted and comprehensive building code, accessibility and essential services consultancies, with over 30 years of experience. The firm is respected across the construction and property industries for their integrity, people-first approach and deep technical expertise.
Their brand had heritage – but it was tired. Their website was broken, the branding had lost consistency over time, and their strong values were hidden behind outdated design. They approached us to help modernise their presence, while retaining the equity of their name, red colour and the symbolic ‘cornered square’ logo that reflected their thinking.
This was not about turning Philip Chun into something they weren’t. It was about uncovering the brand they already were: dependable, highly experienced, people-focused, and driven by knowledge-sharing. A Sage in the industry. Our job was to help them step into the future without losing the strength of their past.
Project Brief
With a website that was quite literally falling apart—outdated plug-ins, broken layouts, and a backend difficult to update—Philip Chun needed more than just a digital fix. Their 15-year-old branding had been stretched, diluted and inconsistently applied, losing the cohesive presence they once had.
They approached Wild Lab for a brand and website refresh, but with constraints. Their name had strong recognition in the market, and they wanted to keep their red colour and distinctive logo mark. But they also wanted a brand that felt more current, more human and more aligned with the industry-leading position they held. And as the brand would live most heavily in digital and corporate environments like LinkedIn, it had to work well online, across applications, and signal credibility to a new generation of talent and clients.
Project Innovation/Need
Our creative solution was a respectful evolution—modernising and enriching the brand rather than reinventing it. The original logo was refined and paired with a new, secondary square version to offer versatility across social channels and internal applications. The iconic red was deepened for digital accessibility and contrast, while a new supporting palette of plum, cream, green, orange and blue added warmth, approachability and sophistication.
We introduced a flexible system of ownable elements—holding shapes, icons, framing devices and dynamic graphics inspired by the logo mark. These could scale from internal presentations to large tenders and reinforce brand continuity across diverse materials. The new shapes feel directional and energetic, projecting Philip Chun’s forward-looking mindset and expertise.
The tone of voice was another key innovation. We aligned messaging to the Sage archetype: thoughtful, generous, informed. It avoids puffery but speaks with assurance and insight. Important words are highlighted in bold for quick comprehension and visual rhythm, supporting the consultancy’s role as educator, mentor and leader in the industry.
Design Challenge
One of the biggest challenges wasn’t visual—it was cultural. The Philip Chun team had grown to see themselves as “not a brand kind of business.” They felt their work was technical and niche, and didn’t deserve strong creative treatment. Their brief was functional, not ambitious.
Through brand workshops and leadership engagement, we helped reframe their brand not as decoration, but as a tool. A way to attract top talent. A way to educate and communicate with clients more clearly. A way to unify a growing national team and feel proud of their contribution to the built environment.
By helping the team articulate their values—People Focused, Experienced, Integrity—we created alignment between how they saw themselves and how they appeared to others. That shift in mindset became the foundation for design decisions and storytelling that truly reflected their purpose and impact.
Effectiveness
The rebrand and website relaunch have provided the springboard Philip Chun needed to step confidently into the next chapter. While the original goal wasn’t business development, the refreshed identity has already become an asset in attracting and retaining top-tier talent, supporting internal pride and external credibility.
Since launch, Philip Chun has seen increased engagement online and an overwhelmingly positive internal response. At their bi-annual conference, the brand refresh was celebrated company-wide as a signal of strength, renewal and shared direction.
This work has not only restored consistency and professionalism to their brand, but it’s also helped reposition Philip Chun as the leading voice they’ve long been behind the scenes.
