AUSTRADE REBRAND
Creating brand synergy with distinction
Challenge
Austrade provides trade advice and services to help Australian exporters navigate complex international markets and accelerate global growth. As a government agency, they needed a brand that clarified what they do, in a way that complemented Australia’s nation brand, whilst remaining distinctive to Austrade.
Approach
We centred their brand strategy around a new brand essence ‘Backing Bold Ambition’ and brought this to life through our customer value proposition ‘Taking you further, faster’.
Solution
Our design idea ‘Pollination’ visually expressed the concept of Australian ideas, innovation and optimism spreading across the world on the winds of trade.
BRAND STRATEGY
MESSAGING FRAMEWORK
VISUAL IDENTITY SYSTEM
BRAND GUIDELINES
BRAND TEMPLATES
MANIFESTO VIDEO
Completed at Hotwire
AUSTRADE ANTHEM: A short video brought to life the key messages and value proposition for Austrade audiences.
APPLICATION: Brand messaging and visual elements needed to work across advertising, event and digital applications.
EDITORIAL TEMPLATES: A flexible editorial design system was created for Austrade brochureware and reports.
DESIGN IDEA: Using particle elements from Australia's Nation brand, the visual metaphor of 'pollination' brought to life Austrade's brand in a distinct, yet synergistic way – Australian ideas, innovation and optimism spread across the world, carried on the winds of trade.
GRAPHIC DEVICE AND IMAGE TREATMENT: The Austrade brand gradient overlay, combined with pollination graphic devices, created distinctive brand images.
BRAND GUIDELINES: Detailed visual branding guidelines ensured cohesive and consistent application across all touch points. Detailed templates were created for ongoing brand rollout.
