The Entrepreneurs’ Programme (EP) is a Federal Government scheme which provides advice, networking and grants for small businesses. It is delivered under the Department of Industry, Science, Energy and Resources and exists to foster innovation, growth and jobs for Australia.
CRE8IVE was engaged to establish a consistent brand for the EP and guided them to take control of their communication and promote the programme.
We began by interviewing stakeholders to define the general gaps in knowledge and determine how to best promote the programme. The original brand focussed on the steps for how to apply for the services, but it lacked the ability to explain ‘what’ the programme was or ‘why’ it was useful. By shifting the focus to the value proposition of the programme, EP could engage their audience and give them the incentive to sign up.
To give the brand prominence and consistency, we designed a new visual identity, using the existing colours of the parent brand. The new brand is flexible enough to work as a co-brand with delivery partners as well as within the Federal Government.
By providing EP with a new brand and the right communication tools, they are able to take ownership of their story and promote their services directly to their audience.
