2022

Digital Service (MyGovID) Rebrand

Australian Taxation Office

CHALLENGE

The ATO engaged Grindstone to develop and research a new brand (name and brandmark) for an existing government digital service – myGovID.

The key challenge was to create a recognisable, relevant identity to replace myGovID that engenders trust and successfully differentiates the brand from myGov.

The long-term vision was for the new brand to become a digital identity that can be used across the economy, including varying levels of government and the private sector. 

STRATEGY

It was essential for the new brand to be validated through qualitative and quantitative user research with representatives of the wider Australian demographic, specifically individuals, businesses and intermediaries. Following approval of proposed names to test, Grindstone worked closely research partner, Research Ink, to design discussion guides and questionnaires based on combined insights in branding and understanding of the ATO’s needs.

Grindstone developed brandmarks for each name, with graphic elements illustrating key ‘messages’ for the brand, including security, government, identity, and Australia.

OUTCOMES

The chosen name, AusID, is inclusive of a brandmark design encompassing a fingerprint pattern and ‘tick’ symbol on a map of Australia. 

The outcome of the extensive brand exploration and testing positions AusID for the future, distinct from any competitors or current services in-market, resolves the previous confusion and aligns with the whole-of-government brand architecture.

Grindstone provided full brand guidelines for the new brand, AusID, as well as a full suite of logos for all application usage, including the app and website.

SERVICES

Naming

Brand Development

Brand Style Guide

Design

Graphic Design

Qualitative Research

Quantitative Research

Logo Design

Accessibility Design

Accessibility Testing

 

Strategy Phase one: The first phase of this process was to investigate name and brandmark options through qualitative and quantitative testing. Qualitative insights were used to provide context and colour to the quantitative findings. The client followed Grindstone’s recommendation to test the names with associated brandmarks, as well as the names alone. This strategic advice was given to garner more accurate results in the testing. Phase two: The methodology for the second phase was quantitative testing (an online survey) of the three brandmarks, including names, that had measured most effective in phase one.
Brand naming is a complex, creative and highly specialised exercise. Research and stakeholder engagement were vital to the process of selecting and validating a novel brand name, and the task of creating a name required Grindstone’s specific skills in relation to brand positioning, identity development and creative wordsmithing.
The name and brandmark needed to: + be seen as the official and first choice identity verifier for the Australian community + be seen as a trusted government product + eliminate current user confusion between myGov and myGovID + stand out from other identity providers (see Appendix A – visual overview) and the services it can be used to access + work in context of known future government services (i.e. myGov beta) + align with our vision of the future (as a service that allows access to state, federal and also privately owned digital services) + align and comply with the Australian government brand guidelines + be for all Australians – individuals, business and intermediaries + describe its purpose + highlight its benefits.
The objectives of phase two were to explore unprompted and promoted associations with each of the proposed brand marks; measure preferences between the brandmarks in terms of fit with being the first choice identity verifier for the Australian community; measure which brandmarks best communicated potential government and private uses; measure which brandmarks best differentiated from other government services / private digital identity services; investigate which names were easiest to read / say; and to explore how findings differed across segments of interest.
Audiences Individuals were a representative sample of Australian residents according to gender, age group, State and location (non-interlocking), with the inclusion of CALD, indigenous and disability communities. Businesses were Australia wide, and business owners or persons responsible for interactions with Government agencies (e.g. ATO, Workforce Australia, Grants, Australian Business Registry Services, Aged Care Financial Report Portal) Intermediaries included tax agents, BAS agents, superannuation professionals, financial planners, insurance brokers, customs brokers, debt agreement administrators, support coordinators (NDIS), and information brokers.