ATSE. The Australian Academy of Technology and Engineering.

ATSE rebrand enables leading think-tank to influence a broader audience

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

The organisation 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.

The Challenge

The previous brand presented a dated image that did not represent the organisation’s forward-thinking approach.

An esteemed organisation, the Academy is made up of almost 900 Fellows elected by their peers. We needed to protect this brand equity but also transform the brand to become approachable and engaging to the broader community.

The Strategy

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 purpose, positioning statement and messaging differentiate Applied from other think-tanks and build relevance with the broader community.

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 Design

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

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 ATSE with a personable, relevant and ambitious tone of voice.

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