PSMA launches new brand strategy and visual identity via brand design agency Principals
Branding design agency Principals has created a new brand strategy, visual identity and tone of voice for PSMA Australia.
A self-funded company owned by the governments of Australia, PSMA Australia provides accessible location data for businesses operating in Australia. The organisation sought out Principals to clearly define its role in the ‘data economy’.
Principals worked with the PSMA Australia team to shape the go-to-market brand taking into consideration the increasing importance of Geoscape, a 3D product which maps every building in Australia. The project included the development of value propositions for PSMA’s service offerings as well as creating corporate audience personas, characterisations of the target audiences for the business.
Before After
Says Martin Rose, chief marketing officer, PSMA: “Working with the team at Principals has been a hugely rewarding experience setting us up to take on disrupters in the increasingly complex data landscape.”
Says Tim Riches, group strategy director, Principals: “PSMA is a pioneering technology company. They might not be well known, but their work has an impact on the way Australians live, work and get around, every day. By defining and embedding their strategy, we’ve positioned them for a leading role in tomorrow’s data economy.”
5 Comments
Bored
*meh
So bored!
I think this identity has some merit.
But the best way to promo it isn’t via some pull up banners, a before/after logo and a single screen website concept.
Most of the CB readers are highly cynical/ignorant when it comes to branding anyway, so yeah, they will rip on you (see above) if you let them.
Personally, I’d remove that risk altogether by focusing the press release on the brand strategy work. Promo the thinking not the rollout – thats where the real value of the offering is anyway.
If the creative work isn’t any good, lean back on the strategy.
NOTE: this is typical from Principals.