Refreshed brand guidelines and a modern visual direction for Austrade
Who
Austrade via Apparent
What
Art Direction
Brand Design
Why
Austrade, the Australian Government’s international trade and investment agency, needed a refreshed brand direction that felt more modern, in keeping with it’s brand essence – Backing Bold Ambition. Austrade’s brand lives in the same family as Australia’s Nation Brand, but needed it’s own look and feel. We developed a fresh set of brand guidelines and UI design to set it apart from Nation Brand and set a tone for the future development of this prestigious government agency.
Beginning with a strategic review of the existing guidelines, we identified potential areas for improvement and differentiation from Australia’s Nation Brand. We crafted a new secondary colour palette, carefully chosen to complement the existing primary palette and injected some vibrant, modern colours as well as new grounding options.
We refreshed the guidelines document, introducing a new, unified approach to iconography and selecting more compelling imagery that powerfully communicated Austrade’s commitment to supporting ambitious ventures.
Leveraging the updated guidelines, we established a suite of layouts applicable to a range of media, encompassing both digital and print formats, such as internal presentations, annual reports, and social media channels.
We then established a new visual direction for the Austrade website, crafting strategically relevant wireframes and a clear content strategy for key pages, scalable across the entire site. The updated site’s user interface was then designed, incorporating the new guidelines.
