2024
Now, this is ART.
Administrative Review Tribunal
CHALLENGE
Grindstone collaborated with the Administrative Appeals Tribunal to define the brand identity for the new Administrative Review Tribunal (ART).
The Tribunal faced a number of challenges, including the legacy of poor quality service, lack of expertise, lack of independence, controversial internal and external decision-making as well as being perceived as inaccessible in the eyes of their users and staff.
The challenge was in avoiding a status quo brand that reflects the continuation of the issues experienced by applicants and presenting a fresh, new identity to support a major shift in perspective.
STRATEGY
The opportunity for the Tribunal brand was to reposition the new entity as a more accessible, independent and approachable service than its predecessor.
The goals of the new brand, including a visual identity and tagline messages that complement the shift in culture, were to support the organisation in improving current public and applicant perceptions as well as restoring trust and confidence in the Tribunal with a much clearer understanding of its function and processes.
The final solution strikes a balance between appearing compassionate, understanding, supportive and fully accessible in the eyes of applicants and staff; and upholding legal correctness, impartiality and not being perceived as advocates.
OUTCOMES
A striking and well-considered brand for the ART – our new Administrative Review Tribunal – proudly created by Grindstone!
Our collaborative approach and branding insight delivered a robust and flexible brand identity that serves to enhance awareness of the Tribunal’s role and purpose, and creates meaningful connections with its diverse range of both internal and external audiences.
We developed a brand that is approachable and friendly, colourful and accessible – a service where members, the Australian public, overseas applicants, employees and stakeholders are all welcome, respected and supported. At the same time, deeper brand tones and distinctive graphic devices denote the serious nature of the Tribunal’s role.
The final deliverables included comprehensive brand guidelines, icons, signage guidelines, animated videos and SharePoint intranet design, as well as templates for Word, PowerPoint, social media, Teams, and eDMs.
SERVICES
Brand Strategy
Brand Development
Brand Style Guide
Collateral Design
Signage Design
Wayfinding Design
Intranet Design
Template Design
Animation