A nation brand enriched by culture and creativity

THE BRIEF

The beginning of the 2020s marked one of the most challenging times for Australia’s people, businesses and industries. In a bid to re-invigorate the trade and investment that’s so integral to our nation’s economy and identity, it was time for Australia to refresh how it presented itself to the world.

This wasn't an opportunity that comes along every day – and as such, was one we were honoured to be a part of.

The brief asked for the development of a truly unique graphic identity and visual language that could showcase Australia’s stories, people, places and products in a more unifying way – and raise the profile of Australian goods and services internationally. It would run in parallel with the iconic ‘Australian Made’ product symbol – with over 300 marketing resources available for Australian businesses to use for me (including the logo and slogan).

In a bid to re-invigorate the trade and investment that’s so integral to our nation’s economy and identity, it was time for Australia to refresh how it presents itself to the world.

THE SOLUTION

Australia’s nation brand importantly presented an incredible opportunity to showcase Australia’s First Nations creatives’ rich cultural history and artistry. So began a rich collaboration with Aboriginal-owned strategy and design agency, Balarinji.
This partnership enabled the brand to thread together ancient traditions and symbolism with modern, contemporary design. Anchored by a logo that brings together three boomerangs forming the shape of a forward-moving kangaroo, the identity draws inspiration from sunlit freshwater rivers and bush tracks – the Songlines of ancient country. Collaboration was considered at every step to add layers of energy, richness and meaning to the ‘Brand Australia’ story.
This is a brand that draws from the past, while looking to the future. A bold, unifying reflection of modern Australia for the world stage.