Following major tax reforms and the introduction of the GST, the Australian Tax Office experienced heightened negative perceptions amongst the community. The Commissioner had identified the need for a more service led, brand approach to make the tax experience “easier, cheaper and more personalised”. Landini Associates objective was to create an integrated and consistent brand positioning and platform, as well as a supporting visual identity system for the ATO brand.
Proving to be a highly challenging project, due to the ATO culture being historically technically led, and with the approach to communications being highly fragmented, we delivered a comprehensive brand platform. This included a central tool called the Brand Navigator, which allowed centralized control of communication both at a strategic and visual identity level, as well as a new brand identity, which according to market research resulted to be exceptionally successful, against agreed brand criteria.
“The ATO has always been clear about the diverse set of values that it has to encompass, but has had difficulty translating these values into coherent, clear communications. Landini Associates was able to distil these values into a strategic tool that gave clear direction as to how to differentiate tone of voice where appropriate and within a consistent framework” - Chris Taylor, Assistant Commissioner Strategic Marketing, ATO Relations