ACARA

When the Australian Curriculum, Assessment and Reporting Authority (ACARA) was formed in 2009 to replace the National Curriculum Board it needed a new identity that would connect with its diverse audience and stakeholders.

Following a competitive selection process Icon was given the task of designing a new brand and creating an integrated identity for the organisation. Mid-way through the process ACARA moved its headquarters from Melbourne to Sydney, creating added time and logistical requirements.

Introducing change in large organisations requires special skills and proven processes. From the start, Icon’s vision for the new ACARA brand was to push the boundaries of ‘government’ branding and create something distinct and modern.

To ensure buy-in from across the organisation, Icon conducted consultation and feedback sessions designed to step the client through a series of decision points in support of the new brand values, positioning and visual look and feel. Design iterations were likewise progressed collaboratively, leading to the final unanimous choice of the new ACARA logo and brand identity. Since finalising the brand style guide Icon has been engaged as ACARA’s design agency, working with them on a range of communication and brand management requirements.