Project 2: atWork Australia Visual Branding
Brief: In 2003, The WorkFocus Group added a new employment services business under their umbrella. atWork Australia helps job seekers, including those with a range of physical disabilities, injuries, and mental health issues to find the 'right' job. Initially atWork required a visual brand that would be appealing to its target audience (Centrelink job seekers) and come across as a friendly, accessible employment services business.
Rationale: A friendly and 'non-government' feel was created for the visual branding via the colour palette, typeface selection and logo. The tagline '...opening doors' was visually represented in the logo and continued through into the secondary branding (overlapping door pattern). For the last 12 years Great Circle Design & Animation has been managing the visual brand as the business extends into the Eastern States, keeping the message and visual look consistent across numerous applications from signage to Christmas cards!