A catalyst for change

Collaborating with local young people to build an adaptive brand identity to engage 1.4 million young Australians.

The Advocate for Children and Young People is an independent statutory office reporting to a NSW Parliament Minister. ACYP speaks on behalf of 1.4 million young Australians whose ages range from 0-24 years old.

Our challenge was to design an identity that felt relevant for all young people – from the politically engaged 23-year-old right through to the clever and ever curious 7 year old. We needed an identity that was inclusive, fluid and flexible and most importantly: not patronizing.

To jumpstart the design process we held workshops with local young people to better understand their view on the big issues. From there, we used human-centered design principles to create a solution that would work for all users and applications.

Just like the Advocate, the resulting identity is respectful to the thinking and voices of the young people it represents. It flexes and adapts, deferring to context and responding to content. Ultimately, the new identity is not about the advocate; it’s about the young people who rely on the advocate to be heard, respected and make a difference in our country. 


A catalyst for change