Summary
Unify a complex brand ecosystem across national commemorations, exhibitions and programs, and deliver consistent creative at scale—print, digital, social, OOH and on-site screens. Grow younger and broader audiences while maintaining respectful tone. Eliminate legacy inconsistencies, lift accessibility, and meet tight approvals and fixed national dates with reliable, repeatable production.
A unified brand extension and modular campaign framework that travels from hero posters to screen networks. We set clear message hierarchy, channel-specific toolkits, and motion/type systems so every output is legible, accessible and fast to deploy. Embedded project management—calendars, WIPs, asset libraries and version control—lets internal teams move confidently through peaks like ANZAC Day and Remembrance Day.
Brand audit, positioning and extension
Styleguide and templates
Campaign strategy and rollouts
Copywriting and messaging hierarchy
Art direction, photography, illustration and film
Social content and motion kits
Digital assets and EDMs
OOH, wayfinding and screen networks
Publications—Year in Review, Corporate Plan, guides
Accessibility, handover and licensing
For ANZAC Day we refreshed the campaign within the Memorial’s brand—sharpened the typographic spine, refined the sprig lockup, set a dawn-toned palette and an illustration style that holds at poster scale and reads on mobile. The system extends into OOH and site—billboards, banners, transport, venue screens and day-of wayfinding—then into digital and social with hero web modules, registration flows, EDM series and motion kits. Copy is plain and invitational, with clear tiers for Dawn Service, National Ceremony and visitor information. Toolkits provide crops, alt text, captions and export specs so internal teams can deploy fast across states and channels while staying accessible, consistent and on time.
We evolved the Remembrance Day campaign within the Memorial’s brand—tightened headline hierarchy, formalised the poppy as a lead device and set a midnight-blue palette with restrained gold and red accents. The system spans OOH and site—billboards, banners, venue screens and ceremony day wayfinding—then extends into digital and social with a hub on awm.gov.au, livestream and attendance information, EDM series and motion assets. Copy is clear and respectful, with defined tiers for the National Ceremony and the 11am pause. Toolkits include crops, caption banks, alt text and export specs so internal teams can deploy quickly and keep every touchpoint consistent and accessible.
Transcribe is a digital-first recruitment campaign that invites Australians to preserve history by converting handwritten records. We built a flexible toolkit—social tiles, carousels, story sequences and short motion—supported by web banners and EDM onboarding. Visual language pairs archival textures, handwriting and simple iconography with crisp typography for legibility on mobile. Seasonal bursts (such as a Valentine’s Day “love letters” push) sit alongside always-on messages that explain Explore–Transcribe–Review–Preserve. Clear CTAs drive to transcribe.awm.gov.au, with alt text, captions and export presets supplied so the team can scale the program across channels with pace and consistency.
