A nation brand enriched by culture and creativity
Brand Australia
Services
First Nations Collaboration,
Brand Guideline,
Motion Design,
Art Direction
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).
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.
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.
THE RESULT
Through the collaborative partnership and creative process emerged a thoroughly defined brand identity. It tells an authentically Australian story that’s confident, consistent and instantly recognisable to the world. It reflects and respects the rich First Nations history and culture that characterises our nation and continues to inspire and inform our identity today.
This is a design system crafted to accelerate our future and redefine our international reputation serving Australia’s people, and businesses, for today and tomorrow.
Services
First Nations Collaboration,
Brand Guideline,
Motion Design,
Art Direction
We recognised Australia’s Nation Brand as an important opportunity to showcase Australia’s First Nations creatives’ rich cultural history and artistry.
Relevant Projects
Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.
Check out our reconciliation action plan