Ad Standards

Renamed & realigned

Ad Standards

The Advertising Standards Bureau (ASB) exists to give a voice to consumers and to ensure the industry maintains decent, honest advertising that aligns with community values. ASB aims to be the leading authority for adjudication of complaints about advertising and marketing communications.

We have had a strong working relationship with Advertising Standards Bureau, spanning 10 years. When ASB needed to refresh their brand and reengage with their stakeholders and target market, naturally they came to us.

ASB’s key motivation for change was to provide clarity to the bureau’s role so their customers understood their services. They required a new brand and naming strategy to define them to the industry and community. To achieve this, we engaged with the industry through surveys and reports, conducted a communications audit and held a brand workshop to gain insights of the organisation and their needs. This allowed us to create a brand they can own.

Ad Standards is now a reinvigorated organisation. They can step forward and shape the advertising Industry for years to come. 

Organisation chart
Your voice matters

Your voice matters

Their new name, Ad Standards, perfectly conveys their role. The brand centres on one idea: 'your voice matters.' The deliberate use of speech marks conveys an open, dynamic and ever-changing conversation between the industry, community and Ad Standards.

Forum for discussion

A forum for discussion

It effectively communicates that Ad Standards is a place where all voices and concerns about advertising are heard. The new naming strategy defines the groups clearly and the services they provide.

Ad Standards logo
Ad Standards division logos

Brand architecture

Highlighting the different parts of the newly aligned business areas was an important part of the rebrand. Each area has a distinct purpose and as such we differentiated them through colour.

Pages form style guide

Consistency & Documentation

The collateral and a comprehensive style guide provide the team with tools to manage their brand into the future.

Typeface specimen
Stationery design
Powerpoint screens
Report covers