Australia Post needed to demonstrate that it was changing to meet the demands of modern customers. Our brief was to contemporise the brand and reposition Australia Post as the country’s leading ecommerce company. The new identity needed to uphold the trust and heritage of the brand, and continue to appeal to Australia Post’s wide variety of internal and external audiences.
Australia Post is a national icon – a highly visible, recognised and trusted brand with a long history – so starting from scratch was not an option. Instead we addressed each element of the brand separately. We created a more dynamic version of the logo, implemented a fresh new photography style that feels warm and human, created a flexible new illustration style – united by the square shape of the logo, contemporised the colour palette and typography, and introduced a new brand voice. Once we’d refreshed the core identity, we looked at how it could stretch to target different audiences, being mindful of maintaining the integrity of the master brand that customers know and trust.
The result was a contemporary – yet flexible – new identity system that’s more relevant to modern consumers. It’s more reflective of the organisation’s brand purpose (everyone, everywhere, everyday), and provides greater scope for the brand’s role as an ecommerce leader. The new identity has been rolled out to all business units and target audiences. The feedback has been overwhelmingly positive.