Placing intelligence in a digital world

–
PSMA Australia

Custom typography and illustration, created with Principals

–
The challenge

PSMA Australia is a government-owned organisation that collates national location data, making it accessible and useful through the creation of essential datasets. This data powers new technologies, creates products and processes that improve productivity and ultimately stimulates economic growth.

Our challenge was to move them away from a ‘niche specialist’ to a ‘critical collaborator’ for modern business. The new positioning had to protect their role as a neutral authority, while enabling more valuable participation in the market with the products they develop. 

–
The result

At the heart of this identity sits an isometric grid, inspired by a layered 3D space formed from the combination of built, natural, surface cover and satellite imagery. The grid becomes the foundation for typographic language and illustration style, used across both corporate and consumer focused communications.