Key Dates

12 February - Launch Event
11 June - Standard Deadline
20 August - Final Deadline
27 August - Judging
3 September - Winners Announced
20 October - Awards Presentation


Project Overview

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.

We created a new brand strategy, visual identity and tone of voice for PSMA Australia.

Project Commissioner

PSMA Australia

Project Creator



Group Strategy Director: Tim Riches
Senior Strategy Consultant: Gareth Joe
Creative Director: Darren Swain
Senior Designer: Caroline Relander
Animator: Agus Wijaya
Senior Designer: Ruth Chapman
Motion Graphics Designer: Hayden Mathys
Head of Production: David Cunningham
Artworker: Ben Williams
Internal Brand Director: Claire Gallagher
Director, Brand Voice: Hamish Cargill
Writer: Marty Zablocki
Group Operations Director: Tui Horo
Senior Account Manager: Elaine Ma
Account Executive: Namoni Bernauer

Project Brief

A digitally enabled world of interconnected people, things and places creates huge volumes of data with a potential ready to be realised. From data sets to solutions, businesses seek answers and location is where it’s at. Increasingly sophisticated capture, analytics and connectivity are helping us use data to paint a more relevant picture of our world than ever before. Linking the digital and real worlds to better understand people, enriching lives using the “where” to help answer the what and the how.

The ‘data economy’ is a complex category. PSMA’s role within this was unclear due to the complexity of the value chain. Australia’s national aggregator of location data, PSMA are a unique company with an innovative new product being launched to market, Geoscape, that would see them begin to play new roles in the data ecosystem.

Project Innovation/Need

With the potential to be a future geospatial game-changer, our role was to help define the go-to-market strategy that enabled Geoscape to lead in helping to reposition the business, but with a relevant and tangible link back to the parent brand PSMA.

The defining shift was to move from PSMA’s traditional role as ‘niche specialists’ to ‘critical collaborators’ for modern business. Being government-owned, it was critical to ensure the positioning protected their role as a neutral authority while enabling more valuable participation in the market. A newly defined purpose of ‘Placing intelligence in a digital world’ sits at the heart of this.

Design Challenge

We translated this into a brand expression that’s modern, energetic, compelling and engaging. As well as working closely with their internal teams to support a cultural transformation, translating the strategic work into an employee value proposition to attract future talent and support their people in achieving the vision of the business.


PSMA has had much success since the rebrand launched, including:
• Increased visitation and traffic to their website
• Client wins have increased due to greater clarity of message and support of the brand
• Recruitment has seen a massive upturn in conversations, interest and just being ‘on the radar’ of potential new recruits (the talent challenge was a key issue before the rebrand)
• Supporting salesforce in having clearer, stronger, high-level conversations with prospective clients
• Salesforce are now proud to hand over business cards and represent the business – unlocking sales potential
• Employee satisfaction has significantly increased post launch (measured through pre and post employee surveys)

PSMA Chief Marketing Officer Martin Rose said: “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.

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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