Australian Unity: Brand Identity, Systemic Library & National Campaign (February 2020, Australia)
1. The Challenge: Humanising a Heritage Brand
Australian Unity, a 180-year-old pillar of the Australian health and finance sectors, needed to unify its diverse offerings under a single, cohesive banner: Real Wellbeing. The strategic hurdle was to take “heavy” topics—healthcare, wealth management, and aged care—and make them feel accessible, modern, and deeply human. The brand required a visual language that could communicate a complex philosophy without losing its professional authority.
2. The Solution: Clever Systems & Thought-Provoking Wit
I developed a bespoke, systemic illustration library defined by a bold, flat aesthetic. The focus was shifted to visual metaphor and conceptual cleverness.
- The 7 Pillars: I visualised the core pillars of wellbeing as “visual puzzles”—using playful compositions to turn abstract concepts into approachable, daily realities.
- The Scalable Library: Beyond the core concepts, I built an extensive toolkit of over 100 assets. This modular system was designed to be “future-proof,” allowing internal teams to maintain a unified brand voice across every touchpoint.
3. The Result: A National Multi-Channel Narrative
The final visual system didn’t just sit on a style guide; it powered a national conversation. The “Real Wellbeing” illustrations were deployed across a full-scale advertising campaign, including:
- National TV Ads: Providing a warm, animated heart to the brand’s broadcast presence.
- Digital & Social Ecosystems: Ensuring consistency from high-impact banners to small-scale app icons.
- Print & Out-of-Home: Transforming urban spaces with a “fun” yet sophisticated aesthetic. The project successfully repositioned Australian Unity as an approachable, modern partner, proving that even the most established institutions can find new life through clever, systemic storytelling.
Awards:
Melbourne Design Awards (Silver) 2021,
Transform Awards (Bronze – Best Implementation of a Brand Development Project) 2021