HiQ Group: engaging on the circular economy
The brief
HiQ Group (formerly Hi-Quality Group) is a leading resource recovery, treatment and waste management business. With bold ambitions to play a core role in Australia’s transition to a circular economy, HiQ was looking for a communication and engagement partner to build its social licence and reputation among important audiences.
The challenge
HiQ is focused on new and emerging technologies to build leading-edge circular economy precincts. Many of these technologies are new to Australia, making trust, education, and transparency critical in navigating complex stakeholder landscapes.
The approach
SenateSHJ partners with HiQ Group to provide community and stakeholder engagement, reputation management, and studio services.
We design and deliver comprehensive strategies that reach every audience.
Our work began in 2020 when HiQ undertook a competitive market process and was ultimately selected as the preferred proponent to design, construct and operate a purpose-built facility for Melbourne’s West Gate Tunnel Project.
We were engaged to develop and implement a comprehensive communication and engagement strategy that covered the permitting process, construction and operations of a high-profile, highly contentious project.
The project faced significant scrutiny from the community and faced significant opposition. Our task was to anticipate concerns, navigate complex stakeholder dynamics, and mitigate backlash through proactive, transparent, and sustained engagement.To do so, we developed information, content and channels that distilled technical information to a range of audiences – from residents and community groups to regulators and media. This included a dedicated phoneline and email as well as a website and engagement hub housing fact sheets and brochures, videos and graphics.
We also facilitated virtual and in-person information sessions, including supporting a community reference group. All efforts aimed to build trust in HiQ through transparent, accurate, consistent information, helping build a foundation to enable HiQ to navigate sensitive issues with greater confidence and reduced resistance.
In 2023, HiQ approached SenateSHJ to support a rebrand to modernise its visual identity so that it better reflected its role in designing solutions for some of Australia’s biggest projects.
We developed a corporate narrative to ensure HiQ was telling a clear and consistent story on all channels and audiences. SenateSHJ worked with HiQ to design a logo, name, brand guidelines, website, on-site signage and collateral, and truck and heavy vehicle design.
In 2024, SenateSHJ began working with HiQ in the early engagement of a proposed Energy-from-Waste facility, and broader evolution of its Sunbury Eco-Hub. This had included contentious and complex landscapes, where distilling technical information is core.
The outcomes: Smooth development of complex facilities
HiQ’s facility was delivered smoothly in 2020, with community interest declining because of long-term, sustained engagement. The rebrand has been adopted across Australia, helping to position it among multinationals.
Our work has helped form important relationships for HiQ, which continue to shape ongoing engagement.
We are currently supporting HiQ on a proposed Energy-from-Waste facility, on which we are developing strategies to navigate complex and sensitive regulator, decision-maker and stakeholder landscape with transparent engagement and clear communication. We have held several online and in-person sessions and developing evolving strategies to bring all parts of society along the journey.
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