Overview

During a period of significant expansion, the NSW Government sought to develop a new identity to highlight infrastructure projects and programmes aimed at driving economic growth and attracting investment across the state. The brand needed to reflect progress and confidence, while drawing attention to key sectors such as education, public transport, health, community services and major events supported by the Government.

An energetic and contemporary design direction was created, centred on a helix symbol that represented structure, momentum and growth. The helix conveyed a sense of positive optimism and a forward-looking vision for NSW.

A comprehensive brand style guide was developed to ensure consistency across all applications. The brand mark was rolled out across a wide range of initiatives, from signage and communications to construction sites and hardhats, making the identity both visible and versatile throughout the state.