Projects
 
 
 
About
We are a team of designers, developers, writers, producers and strategists based in Sydney and Melbourne. We’re entrusted with some of Australia’s most iconic brands including David Jones, Australia Post, Telstra, Sydney Dance Company, NIDA and Kaldor Public Art Projects.

As part of Accenture Interactive we design in detail and deliver at scale.
 

What we do

We work with people and businesses to help them in the evolution, reinvention or creation of their brand. We apply strategic thought to deliver effective design solutions across sectors at every scale.

How we do it

An enduring brand has the ability to stand the test of time whilst remaining flexible to changing consumer behaviours and market dynamics. When designed well, it forms a system of reusable elements, guided by clear rules and frameworks, coherently organised to enable the organisation to move faster and achieve a shared vision or purpose.

Selected clients

ABC
Australia Post
Bates Smart
Bill Byron Wines
Boabel
BPAY
Bruce Duyshart
Carlton & United Breweries
Coca-Cola
David Jones
Diageo
Droga5 New York
Edgeboard
Finch
Foxtel
Gang of Four
Google Zoo
Henry Wilson
Holden
InForm
IPOH
Jurlique
Matter
Kaldor Public Art Projects
Lendlease
Meanwhile

Mike and Michael
Monash University
NIDA
Nomad
NRMA Insurance
Project 49
Ringle 39
Schwartz
Sean Izzard
Single Origin
Solotel
Spa Q
State Library of NSW
Suncorp
Sydney Dance Company
The Choice Foundation
The Pool Collective
Three Over One
Tim Roodenrys
Toby’s Estate
Tony Ferguson
UBank
University of Sydney
UnLtd.
Westmead Fertility Clinic

 
 
Contact

Get in touch

 
 
 
MAUD
 

Maud notes

 

Sydney Dance Company

23 September, 2019
To coincide with the 50th year of Sydney Dance Company, Maud has led the redesign of their online presence.

We’re Hiring

2 July, 2019
We're looking for a Senior Account Manager to join our Melbourne studio.

Making Art Public

7 June, 2019
50 years in the public eye. We’re honoured to support John Kaldor and the team at Kaldor Public Art Projects in celebrating their 50th Anniversary.

7am Podcast

1 June, 2019
Are you listening? Maud worked with Schwartz Media on the successful launch of their daily news podcast, 7am.

Project 34: Asad Raza, Absorption

17 May, 2019
Congratulations to Asad Raza and Kaldor Public Art Projects, on the launch of Absorption. We’re very proud to be part of the team.

We’re Hiring

1 March, 2019
We’re looking for an Office Manager / EA to cover a 12-month maternity contract to join our Sydney studio.
Gallery
1 of 34
Putting the Australia back in Australia Post.

With a heritage of 210 years, Australia Post is as Australian as Vegemite. However, over time, this iconic and trusted brand had become fragmented. There was an opportunity to unify the business with a consistent brand, one that would meet the needs of all customers – from government departments through to Post Office visitors. Under the new leadership of CEO Christine Holgate, Australia Post was also determined to communicate the organisation’s important and unique role within the community, to ‘put the Australia back in Australia Post’.

We began with a broad immersion phase, interviewing over 20 GMs and senior stakeholders from across the business, and facilitating workshops with design and communications staff. The findings were captured in a design strategy dossier – a touchstone to refer to throughout the engagement for MAUD and AP teams alike.

We evolved the Brand Architecture model, to capture and divert as much equity from the organisation’s vast portfolio of products, new innovations and brands towards the masterbrand. The architecture model helped to reframe the organisation as more than just a ‘postal delivery’ business, highlighting the strength of it’s financial, identity and essential services portfolios.

We crafted a narrative to inspire the new brand identity: the Backbone of the Nation. The backbone reflects the new business strategy, highlighting Australia Post’s critical and enduring role in communities nationwide and its purpose to connect people with each other and the world.

To signal a change, we created an evolved visual identity to simplify and consolidate the system and unify Australia Post’s teams with a powerful and consistent brand. We released the iconic Postal Horn symbol – an enduring and omnipresent mark on Australian streets since 1975 – from its container and balanced it with a new wordmark, elevating ‘Australia’ to highlight the organisation’s focus on the role it plays for its communities and economy.

The colour palette dials up the distinct red and white, while the custom typeface balances character with utility to communicate clearly at all sizes and scales.

The brand launched in October 2019 across Australia Post products, livery, signage, digital channels and communications – meeting Australians in their homes, high streets and Post Offices across the country. By simplifying its complex branding, amplifying its core character and unifying its systems, a revitalised Australia Post can once again take on its critical role in and for Australia with confidence and clarity.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

MAUD

 and Australia Post
Putting the Australia back in Australia Post.

With a heritage of 210 years, Australia Post is as Australian as Vegemite. However, over time, this iconic and trusted brand had become fragmented. There was an opportunity to unify the business with a consistent brand, one that would meet the needs of all customers – from government departments through to Post Office visitors. Under the new leadership of CEO Christine Holgate, Australia Post was also determined to communicate the organisation’s important and unique role within the community, to ‘put the Australia back in Australia Post’.

 

We retained the iconic Postal Horn Symbol, a mark which has greeted all Australians in their homes and high streets since 1975.

Read full case study
 
 
 

We adopted a singular approach to colour, returning the brand to its iconic red and white.

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We created a custom typeface built to be universally accessible, balancing character with utility, and allowing us to communicate with clarity.

Read full case study
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

The Backbone as a graphic element brings structure and utility to all communications. It is used to frame, connect and unify all key touchpoints, from signage and wayfinding to product, communications, reports and stationery.

Read full case study
 
 
 
 
 

A tertiary colour palette inspired by the deep reds of Australia is used in data visualisation.

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A living brand hub helps to on-board the hundreds of internal and external users.

Read full case study