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.
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.”