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The Department of Human Services

A brand strategy to speak to the diverse landscape of people that is Australia.

A guide for an organisation’s voice and identity, a brand architecture for the future.

We developed a brand strategy and identity guidelines for The Department of Human Service's strategy to unify its brands under one master brand.

Through scenario-planning brand architecture models and engaging with people throughout the nation, we developed a platform that guided the brand's voice, identity and customer experience.

Imagine the rich diversity of Multicultural Australia and what it offers. 

Imagine speaking with people at different stages of their life, through the tough times and the good times.

Now you can imagine the breadth of audience this brand touches.

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We simplified the complexity within this government department with simple, human-centred methods.

Using design thinking tools and methods, we engaged multi-level stakeholders, planned scenarios and tested ideas rapidly.

This meant brand strategy, brand voice and brand architecture was iterated based on real user feedback in a live environment.

Simple, nimble and effective.

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Client
The Department of Human Services

Programs
Leadership Narrative
Brand Strategy & Identity
Brand Experience

Skillset
Brand Strategy
Corporate Identity design
Customer journey mapping
Stakeholder workshops
Ethnographic Research
Brand Styleguide
Brand Narrative
Brand voice
Brand Photography
Content Strategy

Selected projects

HitnetBrand Strategy & Identity

Netball Australia One NetballBrand Strategy & Identity

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Bank AustraliaBrand Strategy & Identity

Federation University AustraliaBrand Strategy & Identity

Cancer Council AustraliaBrand Experience

Parks VictoriaBrand Experience

The Department of Human ServicesBrand Strategy & Identity

Tank
© 2018

Purpose
Do meaningful work

Established
1997

Practice Areas
Meaningful brands
Innovation culture
Creative leadership

Office
G06, 87 Gladstone St.
Sth Melbourne
VIC 3205

+613 96963248