Truly Deeply rebrands ATSE as Applied

rebrand agency

Leading think-tank rebrand brings to life a new purpose and improves engagement with the broader community.

Applied replaces ATSE as the new brand name for the Australian Academy of Technology and Engineering.

The new name ‘Applied’, was chosen as it humanises the brand and cuts to the core of the organisation’s brand differentiation, practical approach and core beliefs that they’ve held since the 1970s.

brand agency

Working with key stakeholders and the organisation’s board, we created a new strategic proposition that refocuses the organisation on why they exist and the important role they have in engaging the broader community. The organisation is now aligned and committed to applying engineering, technology and science expertise to solve the big issues facing our nation in a fast-changing world.


The new tone of voice maintains their independent and expert potency with a visionary and engaging approach that avoids jargon and complexity. Genuine engagement with the public and the media is now being encouraged with a passion to share knowledge and actively contribute to the big debates.

The brand identity design conveys how Applied sees through complex problems to find real solutions. It’s deliberately multi-dimensional, representing the many different perspectives and minds that Applied brings together.

brand agency

The visual language grows, transforms and weaves around imagery, celebrating that no two solutions are the same and every problem has its own unique challenges.

The unexpected contemporary typeface is juxtaposed with a sophisticated colour palette, balancing the pragmatic nature of Applied with a personable, relevant and ambitious tone of voice.

brand identity

Applied, The Australian Academy of Technology and Engineering is an independent think-tank that helps Australians understand and use technology to solve complex problems.

An esteemed organisation, it is made up of almost 900 Fellows and brings together Australia’s leading experts in technology, engineering and science to provide impartial, practical and evidence-based advice on how to achieve sustainable solutions and advance prosperity.


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