The McKinnon Institute for Political Leadership provides professional development for Australian Members of Federal and State Parliament.
We were engaged by the McKinnon Institute for Political to create new visual brand concepts using the current logo and colour palette.
Through an in-person workshop with the McKinnon Institute team, we drew out the organisation’s purpose, ambitions and the audiences it needs to reach, and distilled these insights into a clear brand strategy. This document became the foundation for the creative decision that followed, giving the team a shared language for who McKinnon is and how it should show up in the world.
Guided by the strategy, we developed three distinct visual brand concepts, each offering a different expression of the Institute’s character. Working closely with the team, we refined these to two strong directions that best captured McKinnon’s credibility, independence and forward-looking spirit. The result is a brand platform grounded in strategic clarity and a visual direction the team can carry forward with confidence.
