Project Overview
Opening its doors in the 1960s, the Australian Road Research Board (ARRB) is the source of independent expert transport knowledge advising key decision makers on the nation’s most important challenges, with a strong and proud heritage supporting and delivering high quality applied research.
The existing ARRB brand had been in place for over 20 years and didn’t accurately reflect the changing transport landscape or reflect an innovative business focused on the future of transport research.
Project Commissioner
Australian Road Research Board
Project Creator
Team
Strategy: Grant Davidson
Design Director: Michael Callan
Designers: Kevin Lam, Celina Laurilla, , Sam Chisholm
Finished Art: Barry Rochford
Account Service: Amelia Ropé
Project Brief
The brief was to help define the ARRB brand strategy and create a fresh new identity to bring to life the new brand positioning. The project included a new brand logo, a visual language system, promotional collateral and a launch movie for the unveiling of the new brand at the prestigious ARRB/World Road Association SURF Symposium in Brisbane.
Project Innovation/Need
The world is experiencing amazing changes that impact all of us, from the way we travel and connect, to where we live and how we work. ARRB is moving into this future with a new vision and mission to benefit the lives of their members, communities and future generations though future-focussed research and applying world-class transport innovation. ARRB are focussed on an outcome that will help make the world’s cities smarter, greener, safer and more productive, delivering an adaptable connected future for all.
Through an in depth process of interactive workshops and stakeholder interviews, we helped define the ARRB brand strategy. From this, we created a new identity which brought to life the brand essence, ‘Shaping our transport future’, positioning ARRB as a modern, innovative, agile, future-focused company with a progressive approach to transport research.
Design Challenge
An effective brand identity must be unique, distinctive and intuitively communicate an organisation’s strategy, personality, and values. For the ARRB identity to be effective it must communicate innovation and transport. It must feel modern, innovative, nimble and dynamic. It must be different to the competitor’s identity systems which are often dated, functional and institutional, and not reflective of the future transport challenges for the world.
The ARRB brand was redesigned to reflect a modern organisation focussed on innovative transport research. With a modern colour palette of white, electric blue and silver, the new master brand is clean and futuristic, inspired by transport pathways, locations, and connections. The imagery is a mix of big-picture transport landscapes reflecting the future-facing vision of ARRB and intimate portraits of people and communities in transit (the people ARRB benefit). The brand identity, communication collateral and launch video needed to be completed in time for the launch at the world conference.
Effectiveness
The brand was launched in May 2018 at the 8th ARRB/World Road Association SURF Symposium in Brisbane to universal praise and applause.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation 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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