18 February 2022

Creating a unifying brand

The Brand Expert Working Group includes the nation’s best creative leaders.

Australia’s Nation Brand has been developed to create a unifying, authentic and inspiring brand that will help differentiate Australia’s competitive position in the global marketplace.

This initiative is the result of extensive research and collaboration between the Brand Expert Working Group, Australia’s Nation Brand Advisory Council, businesses, industry, cultural organisations, Austrade and federal, state and territory governments.

The Brand Expert Working Group

The Brand Expert Working Group is a team of some of our country’s finest creative and strategic thinkers, and industry leaders. Their knowledge and expertise helped to inform Australia’s Nation Brand logo, colour palette, tone of voice and activations.

The Brand Expert Working Group was tasked to stretch and test creative strategies and activation ideas. This was to ensure that Australia’s Nation Brand was robust, resonated across different industries, and was being showcased in the best way possible to support Australian businesses and organisations.

The result is out-of-the-box thinking; a Nation Brand that helps to shift perceptions by showing the world that we’re much more than a nation of friendly people and sun-kissed places.

Australia’s Nation Brand Export Working Group members are:

  • Harold Mitchell AC, Chairman, Mitchell Family Office
  • Susan Massasso, Global Chief Marketing Officer, A2 Milk
  • Andrea Pearman, CEO, Inclusive Australia
  • Tanya Bowes, Head of Corporate Affairs, CSIRO
  • Stephanie Tully, Group Chief Customer Officer, Qantas
  • Lisa Sharp, CEO, Herefords Australia
  • Ben Lazzaro, Chief Executive, Australia Made Campaign Limited
  • Joe Pollard, former Chief Marketing Officer & Group Executive Media, Telstra
  • Amy Glancey, Chief of Staff, Atlassian
  • Daniel Stacey, Global Head of External Affairs, LeapFrog Investments
  • Adam Ferrier, Founder, Thinkerbell and Consumer Psychologist