NSW Government

NSW Government at a glance

New South Wales is home to nearly a third of all Australians and it is the largest organisation and employer in the country. Working with ‘For the People’, they developed a new identity that has a customer-centric approach to communication for delivering effective services and information to the residents of New South Wales.

Remastered masterbrand

The NSW Government has over 800 external-facing brands, and over 400,000 employees. The goal of this project was to develop a master brand that brought greater purpose and communication of priorities to the public and increase the understanding of the NSW Government services.

‘For the People‘ were engaged to restructure the NSW Government’s brand architecture and develop a visual identity system that leveraged the existing Waratah logo. The outcome was a new, more succinct, master brand approach.

Design system

The new design system helps build brand equity back into the NSW Government, improve their brand portfolio management and support the delivery of better services, through better communications.

Colour

Historically, the colour palette of dark blue and red was the recognisable colours of The NSW Government. However, there were also over 800 colour palette variations used across the portfolio. The new brand identity aimed to unify these palettes to differentiate themselves where needed.

An Open source typeface for broad use

With more than 275 different languages spoken in NSW, the new identity system needed a large typeface family with the ability to communicate in multiple languages. 

Illustration

Illustrations are great at conveying ideas, emotions, and complex concepts. Adopting a high degree of flexibility ensures that imagery is always appropriate, engaging and current.

Photography

The new direction encourages an editorial approach, portraying people in realistic and relatable situations, and captures the regional and urban environments in which we live, work and play.