McKinnon is a not-for-profit organisation that works for the betterment of Australian democracy. McKinnon's audience encompasses the politically engaged through to Australia's political class, including current and former members of parliament.
We were approached to undergo a comprehensive brand implementation of McKinnon and its sub‑brands, being: Democracy, Public Sector, Prize, Leadership, Policy Innovation, and McKinnon Institute.
The brand strategy and visual brand concepts were created by another branding agency. With a vibrant geometric style, the brief was to take the design intent and execute it across Microsoft templates, digital assets, social media, Canva templates, merchandise, and office space signage, decals and posters.
Part of all brand implementation work is to execute the design intent while creating the final 'rules of the visual brand'. These rules become the framework of the brand guidelines.
Drawing on McKinnon's geometric visual brand aesthetic, we created colourful visual executions for each of the master brand and pillars.
The visual brand identity was comprehensive in size and needed the rules of master brand and sub brands to be created during the brand implementation process.
Working closely with McKinnon, we developed sophisticated Microsoft Word, PowerPoint and Excel templates that reflected their refreshed brand identity across all sub-brands. These custom templates work seamlessly across the different brands, even though each brand has their own colour palettes. In essence, moving an element from the McKinnon template (blue brand palette) would pick up the teal hues in the McKinnon Democracy template.
The brand implementation extended beyond templates to encompass social media assets, merchandise, digital materials, brochures, and publications, creating a cohesive brand experience across all McKinnon touchpoints.
To ensure seamless adoption, we provided brand training, empowering the team to maximise their new template system and maintain consistency across the organisation.
