Develop a new nation brand for Australia to broaden perceptions of Australia in the international marketplace so it is regarded as highly as a global citizen and business partner, as it is a world class destination.To position Australia as a vibrant, inclusive, confident and future-focused nation.

For most people around the world, Australia is the big, beautiful country ‘Down Under’. Global studies consistently highlight its spectacular beauty, abundant natural resources, and the attitude of its people. All true, but only one part of a reality that is far richer.

The challenge was to develop a contemporary nation brand for Australia that captures the optimism, stretching Australia’s reputation beyond the traditional perceptions.

“There is more to be done to communicate a more contemporary image of Australia to the rest of the world. Australia Unlimited will help to ensure others appreciate the full versatility and diversity this nation has to offer." Minister for Trade The Hon Simon Crean MP.

The solution began with depicting our continent nation and its diversity. The arrows, that echo the map of Australia, provide a focus that highlights the strengths of Australia: they represent expansion, optimism and limitless opportunity. But they also work as an effective framing device, revealing its insights and intellect as an inclusive nation.

In all, the brand identity challenges the traditional symbols of Australia with its vibrant future-focused ambitions.