ATO, Australian Taxation Office, Banking, Graphic Design, Graphic Designer, Landini Associates
ATO, Australian Taxation Office, Banking, Graphic Design, Graphic Designer, Landini Associates

Following major tax reforms and the introduction of the GST, the Australian Tax Office experienced heightened negative perceptions amongst the community.

ATO, Australian Taxation Office, Banking, Graphic Design, Graphic Designer, Landini Associates

Landini Associates were engaged to create an integrated and consistent brand positioning platform, as well as a supporting visual identity system for the ATO brand.

The brief was to express the brand's service led approach and make the consumer experience “easier, cheaper and more personalised.”

Our design approach started from the inside out and resulted in a complete reinvention of the ATO's internal and external communications - creating a clear, consistent and comprehensive brand platform.

"The ATO has always been clear about the diverse set of values that it has to encompass, but has had difficulty translating these values into coherent communications. Landini Associates were able to distil these values perfectly into a powerful strategic tool."

– Chris Taylor, Assistant Commissioner, Strategic Marketing, ATO
ATO, Australian Taxation Office, Banking, Graphic Design, Graphic Designer, Landini Associates
  • Client

    Australian Taxation Office

  • Location

    Australia

  • Size

    Not Applicable

  • Category

    Banking, Graphic Design

  • Scope

    Brand Strategy, Identity Design, Graphic Design and Tone of Voice

  • Photography by

    Landini Associates

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