Queensland Treasury is responsible for driving better financial and economic outcomes for Queensland, so Queenslanders can prosper now and into the future. They undertake a range of functions that contribute to this goal, from managing the state’s finances to administering grants, collecting taxes, procuring infrastructure and keeping workplaces healthy, safe and fair.
Queensland Treasury had a number of identity issues that required review. The department was a very closed and exclusive part of Government. The perception was that everything they did was confidential and behind closed doors when actually they have a huge affect on the life of Queenslanders through guiding the other parts of government and advising on the best strategies and partnerships. Our brief was to undercover the aspiring core belief, personality and values of Queensland Treasury and position them with a unique visual branding system that will set a benchmark for the rest of Government.
The Driven team conducted two workshops and several strategy sessions to uncover the required information to apply to an Archetype Model. We extracted several key themes and built a strategy around Queensland Treasury being a ‘Caregiver’ Archetype. Tone-of-voice and various key messages were developed along with a photography style, typography, graphic element and colour palette. The complete brand guidelines was supplied to the communications team to roll out the required templates and deliverables.
: Strategy Workshops
: Brand Positioning
: Brand Design
: Brand Guidelines