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