Website design and digital guidelines for Australia’s Nation Brand


Australian Government via Apparent


UX & UI Design
Digital Design
Toolkit Design


When we speak to the world with one voice, our voice becomes stronger. That is the key message behind the reinvigoration of Australia’s Nation Brand. As part of this multi-year strategy and building on the brand platform, we worked under lead digital agency Apparent to deliver a website design and user-friendly digital guidelines to inspire and inform users about how to use the new Nation Brand.

As a key starting point for many adopters of Australia’s Nation Brand, it was important that the website tell the story of the brand’s inception – founded in its rich, indigenous heritage. We used beautiful hero imagery of Australia as part of the website design, showcasing People, Place and Product to sell the brand and this progressive nation to the world.

In addition to the primary objective, the website design is a key driver for Australia’s Nation Brand Toolkit. Serving as a central hub, this Toolkit provides users with easy access to download Nation Brand assets, empowering them to leverage these resources in their own communications.

By equipping individuals and businesses with the tools to effectively promote Australia and their own ventures on a global scale, we contribute to the broader mission of showcasing Australia’s unique identity and fostering economic growth. Through intuitive navigation and seamless functionality, the website facilitates the dissemination of these assets, ensuring that they are readily available to those seeking to amplify Australia’s presence and opportunities on the world stage.

We produced a Digital Guidelines document, outlining how to adopt Nation Brand for a users own products and services. We crafted over 150 assets for the guidelines, including social media templates, landing pages and digital display ads. These versatile templates enable adopters of Nation Brand to seamlessly integrate the assets into their own promotional materials, effectively amplifying their products and services while staying true to the overarching brand identity.