This is what Government services brand strategy looks like
MORE THAN A LOGO
Our identity is much more than just our logo. It's not only how we look, but how we're perceived at every given turn. It's what we're promising, what we have to say, how we behave and the products and services we deliver.
It's also how we engage with our customers and the environments in which we interact with them.
WHO IS THE AVERAGE AUSTRALIAN?
Developing a clear description of the core customer and their needs was critical to ensure the brand captured the true essence of who the average Australian was.
THE RICH DIVERSTY OF MULTICULTURAL AUSTRALIA
Think of the rich diversity multicultural Australia offers, and that we're speaking with people at different stages in their lives. You begin to understand the many audiences we engage with every day.
OUR BRAND PERSONALITY
Think of it like a person you know who's versatile, friendly, perceptive, efficient and fair.
WHY IS OUR BRAND PERSONALITY IMPORTANT?
It gives us a foundation for connecting with our customers in a genuine, human and compelling way.
DEPARTMENT OF HUMAN SERVICES
We need to reflect our personality at every given opportunity and in all the ways we communicate with our customers.
THE DEPARTMENT OF HUMAN SERVICES
The brand that speaks with 22 million Australians and the diverse groups that sit within.
We were commissioned to create a new brand strategy and identity for Centrelink, to roll out across all internal and external communications, digital and environmental design.
Research conducted by the Department of Human Services, revealed that customers engage with government services more directly if those services were communicated around a life event the customer was experiencing.
The life event model of navigating through content was adopted to allow customers a logical guide through the breadth of services available through the three main divisions within the department; Centrelink, Medicare and Child Services.
In the end we have worked together to create one unifying brand. A brand that above all, makes sure that each and every one of its customers feels like they are always being placed first.