Percept Brand Design Creates Branding with Character for Psychological Assessments Australia (PAA)
Psychological Assessments Australia (PAA) has been successfully distributing psychological assessment products in Australia for 25 years with a primary customer base of psychologists and health professionals. However, with the successful distribution of an individual reading test, the York Assessment of Reading for Comprehension (YARC), for use in schools, PAA believes there is an opportunity for further expansion in the education market with online products. Percept, a design agency in Sydney, were engaged to develop new branding that would distil and clarify a new positioning for the PAA Education offering that is appealing and accessible to teachers and principals as well as students and their parents.
Following a branding workshop, Percept used the idea of ‘understanding beyond measure’ as the driving force behind the new brand identity design. Combining head and heart, the branding is expressive, bold and inclusive. It highlights that PAA help diagnose and assess, as well as nurture and develop, young minds to unlock the potential in each student.
Where others in the market tend to be either corporate and cold, or soft and pastel, PAA has embraced a bold and vibrant colour palette. The new branding is bursting with energy and personality, making its mark with custom illustrations and a tone of voice that makes an immediate and endearing connection with all target audiences.
By creating clearer brand architecture, the PAA master brand was also refreshed as part of the project. All the new branding was rolled out across a wide variety of print and digital collateral including stationery, social media, e-newsletters, trade show assets and a new website design.
- Design Agency: Percept Brand Design
- Organisation/Project Type: Agency, Published Commercial Design
- Article Title: Percept Brand Design Creates Branding with Character for Psychological Assessments Australia (PAA)
- Brand / Project Name: Psychological Assessments Australia – branding, website design, promotional material, tone of voice, copywriting, illustration
- Strategic Deliverables: Brand Architecture, Research / Insight, Brand World, Brand Strategy, Tone of Voice
- Design Deliverables: Illustration, Brand Identity, Identity System, Branding, Brand Refinement, Brand Redesign, Brand Creation, Graphic Design, Brand Digital Design, Brand Guidelines, Brand Rejuvenation, Brand Advertising, Rebranding
- Service Brand Application: Brand Guidelines, Direct Mail, Email/Newsletter, Merchandising, Outdoor Media, Presentation, Print Ad Campaign, Print Advertising, Print Brochure, Print Direct Mail, Print Promotion, Print Publication, Print Stationery, Publications, Signage, Social Media, Trade Show, Website, Digital Advertising
- Location: Australia
- Market Country: Australia
- Market Region: Oceania
- Project Keywords: naming, branding, brand identity, brand identity design, logo design, stationery, website design, marketing, print collateral, digital collateral, promotional material
- Industry Category: Education