Ahpra had a fragmented branding approach that was confusing for both internal and external audiences. In particular, in trying to represent the different professions that the organisation regulates, the main logo had become illegible and was unstainable; it needed to be changed every time a new profession joined.

We needed to align internal and external stakeholders to create a clear and meaningful brand to simplify some of the complexity of a national scheme that includes a regulator and national boards – and why this all matters.

Below: Comparing the brandmark change

The previous Ahpra masterbrand (left), the new Ahpra masterbrand (middle) and an example of the new board brandmarks (right).

Following public, member and stakeholder research, we identified an opportunity to simplify the messaging and shift the tone from being ‘punitive’ to more ‘positive’.

A new brand architecture strategy was created that focused on presenting one united organisation and a more accurate reflection of the structure.

The new brand proposition, brand name and messaging now clearly communicates that it is Ahpra and The National Boards that regulate Australia’s health practitioners together.

The job of referencing the different professions and boards that are part of the scheme is now done through messaging, rather than listing them in the main logo.

A refinement of the main brandmark represents a more progressive and friendly image with a contemporary font and a bolder icon that ensures it can be used in all applications and all sizes.

The wordmark now has Ahpra deliberately written in title case to encourage the brand to be pronounced as a word (not an acronym).

This was complemented with a more vibrant and positive visual language that ensures the brand has the right balance of being a regulator but also is distinctive, approachable and engaging.

The National Boards now also have consistent brand identities, each with a clear link back to Ahpra where all public communication and engagement is focused.