Institute of Public Administration Australia, NSW
Brand refresh and website design
Overview
The Institute of Public Administration Australia, New South Wales (IPAA NSW), is the professional association for the 400,000 public servants who work in NSW. A division of IPAA National, the non-profit and non-partisan organisation focuses on the promotion of excellence and professionalism in public administration by allowing those who work in the public sector to build their connections, capabilities and confidence in serving the citizens of NSW.
Problem
IPAA NSW approached Marlin in 2021, after completing research that enabled them to better articulate their purpose. They identified a misalignment between their language, visual style and digital presence which was a barrier to demonstrating their value and relevance.
Solution
To create an extension of the existing IPAA NSW brand, Marlin’s Strategy Director developed a brand pyramid that captured IPAA NSW’s vision, brand essence, brand value proposition and personality.
Results
A bold brand refresh, and the UX design for a new website that would highlight the inclusive and diverse nature of the public sector, whilst promoting IPAA NSW’s various offerings.
“From the moment we met with Marlin, we felt we were working with an organisation that understood our purpose and had the experience to push us to think beyond what we had imagined. Each member of the Marlin team brought their unique skills to our project and together they helped us collectively reposition ourselves in the eyes of our customers. Marlin has helped us reach our full potential and left us equipped to implement this new brand personality ourselves into the future. I would highly recommend them to any organisation wanting to position itself in an inspiring way that excites their customers.”
Jo Rose, Consulting and Design LeadIPAA NSW
The Challenge
IPAA NSW approached Marlin in 2021, after completing research which enabled them to better articulate their purpose – Inspiring the public sector to enrich the communities in which they serve. During this process, they identified a misalignment between their language, visual style and digital presence which was a barrier to demonstrating their value and relevance.
Impressed by our work with charity partners such as FIA, they were confident we could deliver an end-to-end service across brand and website that would showcase their newfound purpose and promote collaboration, inclusiveness and the “art of public service”.
To do so, Marlin was tasked with creating a bold brand refresh, and the UX design for a new website that would highlight the inclusive and diverse nature of the public sector, whilst promoting IPAA NSW’s various offerings.
The Solution
To create an extension of the existing IPAA NSW brand, Marlin’s Strategy Director developed a brand pyramid that captured IPAA NSW’s vision, brand essence, brand value proposition and personality.
Next, our creative team undertook an extensive creative process; developing stylescapes and brand extension prototypes, including logos, taglines and visual approach. Marlin collaborated with IPAA NSW on a photoshoot to develop key collateral and developed refreshed brand guidelines.
Marlin’s digital team then designed a website to showcase the new brand and its aforementioned guidelines. Deliverables included the UX journey and sitemap creation, wireframe and landing page design and website collateral (banners, tiles, etc.).
The final product was a more effective, engaging brand and a website that reflects the IPAA NSW’s values and purpose.
The Results
Prior to engaging Marlin, IPAA NSW had spent considerable time transforming itself as an organisation. This work included developing a more customer-centric approach to the design and delivery of its products and services and restructuring the business to put their customers truly at the centre. They had also spent a lot of effort communicating these changes to B2G customers which was critical in helping to weather the challenges of COVID.
They had not however dedicated any time to positioning themselves differently in the eyes of individual B2C customers. Marlin’s work has allowed their individual members to be seen, quite literally, in the work they design and deliver – and has inspired them to be more confident in the work they do to improve the state of NSW.
Marlin’s solution means IPAA NSW now looks, feels, and sounds like the organisation it truly is, one centred around the people they serve – a diverse team, with a range of lived experiences and cultural backgrounds, who work together for the public good.
