With a new Customer Value Proposition, StarTrack needed to develop its identity to match its business ambition and align more closely with its parent company, Australia Post.
The Australia Post identity had recently undergone an evolution, becoming clearer, more confident, and consistent, reflecting its role as ‘the backbone of the nation’. To bring two such iconic Australian brands closer together required a considered and strategic design approach.
Defining the design strategy for StarTrack, we set out to establish what to keep, what to evolve, and what to change.
A key challenge was connecting two brands that used such distinctive brand colours – cyan and red. Our approach was to introduce Australia Post red to the core StarTrack colour palette, but ensure that it didn’t dominate in application.
As a consistent reference to the breadth and scale of the network that StarTrack was now part of we adopted the Australia Post backbone device.
To interpret the new CVP verbally we translated it into clear tone of voice principles positioning StarTrack as a future-focussed business partner supported by the Australia Post network.
To facilitate easy implementation across the business, we tightened the use of the logo, developing three colour variants and establishing principles around co-branding. We retained the Australia Post typographic style, judging its structural approach and clarity as as good fit for StarTrack.
Based on our earlier work for Australia Post, a new simple and direct illustration style was developed. Photography was categorized into three areas to streamline decision-making. Finally, we encapsulated the new identity into a simple ‘brand basics’ playbook that could be used across the business.
