Former Bureau of Meteorology (BOM) staff say this week's "ridiculous" $220,000 rebrand is symptomatic of cultural issues at the organisation, where management and messaging are prioritised above meteorology.
It comes amid a backflip from the agency, who now say it is up to the public and the media as to how it should be referred to.
One former meteorologist said the fumbled rebrand was "an incredibly public example of the nonsense" they saw as occurring behind the scenes at what was jokingly called "The Bureau of Management" among some colleagues.
Another former staffer from BOM's communications team told the ABC there had been "quiet schadenfreude" among former colleagues at seeing the organisation chastised by the government for its rebranding campaign.
"We don't wish any of this negativity on any of our friends who are still there," said the former communications staffer, who resigned in 2021.
"But we're very glad to see that the people who run the show there are being exposed."
Rebrand comes as country floods
As Australians remain glued to weather forecasts that could directly impact homes, lives and livelihoods in flood-affected parts of the country, BOM this week set about rolling out its rebrand.
On Tuesday it asked media outlets to cease using the terms "weather bureau" or the commonly favoured acronym "BOM" when referring to agency.
The move, which was widely derided online, formed part of an 18-month rebrand revealed to have cost in excess of $220,000.
BOM's own phone app is presently still called "BoM Weather," while the organisation failed to secure a series of Twitter profile handles it intended to use as part of its rebrand.
Environment Minister Tanya Plibersek was critical of the agency's priorities.
"It's ridiculous for the BoM to be talking about rebranding," said Ms Plibersek on Wednesday.
"What matters is accurate and timely weather information for communities, particularly during severe weather like we're experiencing right now."
BOM's official Twitter account on Wednesday liked a series of tweets mocking the rebrand, including one from satirical website The Chaser. Those tweets have since been unliked.
In a statement to the ABC, BOM said it had not rebranded, but had instead "refreshed its brand and updated the visual identity".
"Until now, our name and visual identity were expressed differently across content and channels," a spokesperson said in a statement.
"Feedback from a wide range of stakeholders has been that this variability can sometimes impact negatively on the effectiveness of our messaging."
Among the former staff the ABC spoke to was a meteorologist who worked at the organisation for over a decade, but resigned last year in part due to "cultural issues".
They said BOM suffered from a "bloated management" structure that was disconnected from staff.
"This is evidence of something more symptomatic," said the former meteorologist, who requested anonymity due to the limited career options in meteorology.
"Resources are going to the wrong place."
Former senior forecaster at the BOM, Scott Williams, told ABC Melbourne the rebrand was "unnecessary," and that staffing changes had made it "less agile" in responding to serious weather events.
In a statement, BOM refuted criticisms of its management structure and pointed to the wide-ranging work of its staff.
"The amazing operational staff deliver for our customers everyday," a spokesperson said.
BOM Twitter likes 'under internal review'
A member of BOM's communication team who resigned in 2021 said staff were proud to work at the agency, but the workplace culture had grown "toxic" and turnover was high.
They said staff were "no longer trusted" and communication with media and the public frequently required layers of managerial approval.
"The feeling from above is one of a pathological fear of not being in control of the message."
The former meteorologist said they were "not surprised" that the rebrand came during a time of devastating floods.
"That is testament to the two separate camps in the Bureau. You've got operational staff doing the work, and then you have the people running the organisation and making these decisions.
"I think from the public's point of view, what they want is quality forecasts."
A spokesperson said BOM did not agree there was a divide between staff and management.
They said key subject matter experts could "speak freely about their areas of expertise," highlighting the number of media engagements conducted each year.
"The Bureau regularly receives positive feedback from its customers and partners."
The spokesperson said the liking of a series of unfavourable tweets by the official BOM Twitter account was now a matter "under internal review".
