Creating a brand identity for some of Australia’s greatest minds was no easy feat. To resonate with a culture of intelligence personnel we had to dig deep, think outside the box and crack a code of our own.
Australian Signals Directorate (ASD) required a new brand to communicate their recent shift away from Defence to an independent statutory authority. The new identity needed to communicate the strength and presence of intelligence in a modern and compelling way.
To deliver a strong brand for ASD, we wanted to create an identity they could engage with and be proud to own. What could represent them better than creating a unique alphabet based on real code principles?
As Australia's oldest intelligence agency, it was important to underpin the identity with ASD’s history. We worked with a team of cryptologists from ASD to create a sophisticated and applicable code, using well known coded signals of the past, following the same design principles.
CRE8IVE successfully developed a graphic framework that works on a grid based on circles, triangles and squares. It is distinctive, yet it offers flexibility. It provides a simple and repeatable way to represent all aspects of the intelligence landscape in a dynamic and consistent manner.
The new identity was hugely successful in providing universal acceptance of an overarching brand. Not only is it an identity that is widely applied but it carries a robust narrative that has created internal dialogue and engagement.
