Australian National Preventive Health Agency
ANPHA’s Vision for an Australian society where health is valued, promoted and enjoyed by everybody – and its Mission, to be the catalyst through which the necessary advice, assistance and impetus for change is realised – embody the challenge it faces as Australia’s first national preventive health agency with the capacity to lead, support and coordinate the necessary escalation of prevention and health promotion effort.
ANPHA sought a creative agency with specific expertise in brand development, implementation and management to create its identity and a strategic ‘Kit of Parts’ to provide the organisation with the communications tools necessary to meet its objectives.
The inventory of brand executions specified in the brief was substantial, calling for significant expertise and experience in the creation of a brand architecture and design system that embodies the Vision and Mission (whilst recognising the complex realities of the social and political structures within which it will function) to create a cohesive whole which is greater than the sum of its parts.
The main elements of the task included a review of the agency’s name to ensure that it had the necessary cut through in a crowded market, that it embodied energy and capacity for innovation whilst maintaining an authoratitive presence and sense of leadership.
Once the name was resolved, we undertook the creation of a visually compelling brand identity including a brandmark and tag, a full suite of corporate stationery, a brand-aware approach to ANPHA publications, a brand-driven photographic strategy to create a dedicated ANPHA image library and a comprehensive Corporate Brand Guide for use in ANPHA-specific programs and campaigns, sub brands and co-branded applications.
The timeframes required swift collection and analysis of large amounts of data. This was facilitated by conducting an ‘Inception Survey’ and personal and phone interviews with key stakeholders; including politicians, seniorl federal bureaucrats, educators and business leaders.
A full day Brand Workshop was convened and conducted by the the studio in the ANPHA offices in Canberra with key individuals from the many NGOs and SGOs that collaborate with ANPHA attending the event from across the country. This was followed by a Naming Workshop addressing a very complicated issue; in the end, the acronym was retained.
The skill required to sustain the focus of up to 30 strong personalities in this session was pivotal to building trust and consensus in the project.
The development of a Brand Review, including the resolution of a highly complex Brand Architecture and articulation of the ANPHA brand characteristics preceded the development of concepts, final design and the creation of a comprehensive Brand Book.
Design Director: Lea Barnett
Creative Director: Peter Campbell