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Australian Tax Office

THE TASK

The ATO’s literature system was not working as well as it should. It wasn’t well understood and it was complicated and confusing for staff to use. As a result, their literature was not, as whole, communicating a consistent brand message. Our brief was to review their literature hierarchy (types of information and key messages) and provide creative solutions to make it easier to work with – and create more effective and compelling marketing communications.

THE INSIGHT

The ATO is a complex organisation. They have a myriad of communications issues, both structural and design. We analysed and categorised types of communication by subject, purpose and audience – to create a seamless and easy-to-understand system – all coming from the ATO brand.

THE SOLUTION

We worked collaboratively with the ATO brand and design teams to provide strategic and design solutions. We created a new, distinctive look and feel, and effectively streamlined their design management systems – from briefing through to product management.