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NSW Government
For The People, 2022
CONTRIBUTION
As Designer
Brand identity
Motion
AGDA Awards
Distinction Brand Identity (Large Business)
Distinction – Brand Identity (Brand Refresh)
Merit – Design for Good (Not for Profit)
Best Design Awards
Bronze – Large Brand Identity (Cultural)
Brand Impact Awards
Silver – Public Sector
Good Design Awards
Winner – Communication (Branding and Identity)
Transform Awards ANZ
Winner – Grand Prix
Gold – Best Visual Identity (Public Sector)
Gold – Best Brand Architecture Solution
Gold – Best Brand Consolidation
FeaturedBrand New
Strategy
Damian Borchock, Sammy Page
Storytelling
Mat Groom, Daniel St. Vincent
Design
Mel Baillache, Nicola Ferry, Kimberly Luo, Atsaya Gabiryalpillai, Dash O'Brien, Dean Hastie, Andrew Sanney, Simon Blanckensee, Catherine Peacock, Kelsen Findlay, Georgia Urie, Cassie Ciccarelli, Mac Archibald
Motion
Mac Archibald, Atsaya Gabiryalpillai
Typefaces
Public Sans
Bringing unity and clarity to Australia's largest organisation
NSW Government is the largest organisation and employer in Australia, and is accountable for abroad range of services and responsibilities across the state including health, planning, education and transport. To reduce complexities often associated with Government communications, a wholesale shift to a customer-centric approach was vital.
This drove the development of a holistic identity system designed to meet the needs of each citizen. The outcome is a more succinct, masterbrand approach — removing complexity, improving flexibility and accessibility, and driving equity across communications.
NSW Government serves over 8 million residents, and a large portfolio of departments, services, and (800+) brands. Their ambition was to bring greater clarity and purpose to their communications. This required the adoption of a masterbrand strategy, restructuring their brand architecture, and developing an identity system that leveraged the existing Waratah logo and unified communications.
It was imperative that the new design system delivered a more customer-centric and intuitive communications approach, with greater flexibility across the full range of Government services. This shift would help build brand equity back into the NSW Government, improve brand portfolio management and support the delivery of better services, through better communications.
In the true spirit of service, it was crucial that the new system was built with a customer-first approach to enable clearer communication.