Australia is recognised globally for its iconic landscapes, picturesque coastlines, unique flora and fauna and friendly and welcoming nature. But this country’s extraordinary range of industry thought leaders and capabilities is less known. The Brand Australia Program was commissioned by the Australian Government to better position Australia as a compelling and valuable trade partner and destination for Governments and organisations in key global markets.
Our response was “Australia Unlimited” which in 2010 was deployed as the new Trade and Investment brand for Australia, demonstrating Australia’s capability, achievements and its future-focused ambitions.
The identity utilises graphic arrows that create the geographic shape of Australia, whilst reflecting the boundless optimism and opportunity that drives the country forward. The common thread is the combination of the brand device and photography of Australians and the landscapes in which they live.
Australia Unlimited is now an International program that successfully demonstrates Australia’s capabilities, achievements and its future focused ambitions.