NSW Government

Strategic Branding

Australian brand agency, Percept, was engaged for this strategic branding project as part of the NSW Government's preferred suppliers panel for branding services.

Case Study

Strategic Branding by Brand Agency, Percept

The Challenge

The People Matter Employee Survey is a Government funded initiative run by the NSW Public Service Commission. Launched in 2012, the brand had entered its eighth year and a strategic branding refresh was required to stay current and appeal to the wide audience it interacts with. It was at this stage that brand agency, Percept, was engaged for this strategic branding assignment.

As the survey is not compulsory, the purpose of the strategic branding was to have an engaging and recognisable logo design and brand identity. The brand identity would also be supported by a welcoming tone of voice in its brand communications and a graphic design style to encourage user participation. Longevity is a key factor with any strategic branding job, so it was important that the branding has the potential to be used for the next 3-5 years, while representing the purpose of the survey and the thousands of people behind NSW Government Agencies.

The Solution

A strategic branding specialist, Percept is a brand agency listed on the NSW Government preferred suppliers panel. Percept was engaged to give the People Matter strategic branding and graphic design a fresh new lift while keeping the integrity of the existing look and feel.

The new logo design incorporates a softer approach with a nod to the digital aspect of the survey, visually encouraging viewers to click and engage. Hand-drawn icons are utilised to visually communicate the people focused nature of the survey where ‘people are at the heart’. This adds a friendly touch that is inviting and engaging for all potential participants.

Due to the nature of this strategic branding project and its need to cater to all, consideration was given to colour, font compliance and legibility at all sizes. The new brand identity was rolled out to a wide range of branding assets for print and digital.