A national voice that didn’t sound like one

Australia is home to various member organisations for engineers, but only one can claim the title of national body. Engineers Australia (EA) sits at this peak – supporting over 115,000 members and partnering with business, government, and advocacy representatives. They’re also the sole pathway for immigrating engineers – a major responsibility. But for an organisation that positioned themselves as the voice of their members, their own voice was alienating, telling a different story.

Simpler, not simplistic

EA first came to us looking to better articulate what they do and why. Member organisations are often seen as old-fashioned and self-serving, and we needed to change that perception. Our challenge was obvious – just because engineering thrives on complexity doesn’t mean its communications should. We had to convince a cohort of highly intelligent professionals that clarity isn’t a compromise – it’s a strength. (Good thing we like a challenge.)

A voice with impact

We started by reframing EA’s story, positioning them as proud advocates of problem-solvers rather than just industry gatekeepers. From there, we developed a brand voice – ambitious, supportive, and audience-first. The new voice shifted the focus away from EA, breaking old habits of the brand talking too much about themselves, and instead engaging engineers in a clear, considered way. EA now stands alongside their members rather than above them.

Epilogue

From the CEO to the comms team, the brand has found their voice – one that resonates with members. Now, every piece of communication is an opportunity to reinforce their role as engineering’s greatest advocate. We continue to work with EA, extending this new voice across more touchpoints to ensure this advocacy is heard – loud and clear.