Centre for Australia-India Relations
Elevating this critical relationship for the Department of Foreign Affairs and Trade
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Brand research
Brand strategy
Brand development
Key messaging
Website
Photography
Brand research
Brand strategy
Brand development
Key messaging
Website
Photography
Studio Binocular recently worked with the Department of Foreign Affairs and Trade (DFAT) on a brand and website which helps to nurture one of Australia’s most important strategic relationships, at the highest level of international diplomacy.
The Centre brand needed to capture the nuance and complexity of the Australia-India relationship – which is now a strong strategic focus for our nation. The brand was intended to help elevate the discussion of our relationship with India beyond the ‘three Cs of Cricket, Curry and Commonwealth’. It has been designed to start a more meaningful and sophisticated conversation around shared values and goals, and mutual benefits to our communities and economies.
The project was informed by extensive public and stakeholder consultation, with our team undertaking brand workshops, market reviews, in-depth interviews and focus groups at multiple stages across the project. This delivered insights to help inform our creative process, while extensive audience testing of concepts helped to ensure the concepts and sentiments resonated across the two cultures.
The brandmark is based on a stylised flame – tapping into the eternal warmth and optimism which connects our countries.
The brand angle – which connects the brandmark and anchors the visual language – represents a direct link between Canberra and New Delhi.
Built on GovCMS, the website provides the Centre with tools to actively engage academic, research and business business communities – and sets a new standard for cross-cultural diplomatic initiatives.
A brand which celebrates shared interests and evolves our understanding of this increasingly strategic international relationship.
Creating a more mature understanding of friendship and shared interests between our nations.
