Docklands Ability Group is rebranding itself, and is now known as Waratah Group, saying it is aiming to leverage the strength of its offset and digital product offerings, and to align its corporate and product branding.

The company says it has adopted its new identity as a statement of the brand value of its communication and production capability. The name Waratah Group will embrace offset production, and the digital offering will be known as Waratah Digital. The new identity reflects the expanded offering it now has as a group. Both entities will trade as Waratah Group.

[Related: Three Melbourne printers in $50m mega merger]

Moody Aboughattas, managing director, says of the change, “We have been pursuing the development of a strong corporate identity that will represent our company and its products and services to our clients and prospects.

“Whilst our company name is changing, all core elements and values of the business will remain. Waratah Group will continue to provide our clients with quality print in the method, offset or digital, that best suits their needs.”

Along with the name change, Waratah Group has adopted a new logo and visual identity and a new website.

Docklands Ability Group was created in Melbourne two years ago through a mega merger between Docklands Press, owned by the Aboughattas brothers, Michael Wu’s Ability Press and the Todisco family owned Mercedes Waratah, which also included M&M Binders. The Todiscoes bowed out at the time of the merger, with Wu being told to leave a year later.

The company later bought leading digital print operation On Demand and incorporated it into its digital operation. Today Waratah is one of the country’s leading print businesses.

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