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    Principals launches brand identity for NSW’s Digital Birth Certificate

    Principals has created a brand and communication framework for the newly launched digital birth certificate. 

    Digital birth certificates are now available in NSW via a pilot program that will see parents and guardians across 227 early childhood education centres invited to trial the technology. 

    The new technology is being delivered by the NSW Registry of Births, Deaths and Marriages, supported by the Department of Customer Service. 

    Principals worked with the product team under the NSW Department of Customer Service to develop the value proposition and brand architecture for digital birth certificates, as well as a communication framework, brand identity, toolkit, and launch campaign assets. 

    Principals business director Renée Stekel said: “We evaluated messaging and visual stimulus through a test-and-learn approach with a diverse range of Australians. The result is a vivid, bold look and feel for the digital birth certificate.”

    The intentionally minimal colour palette is inspired by the physical design of the birth certificate with a nod to Australian green and gold tones. The holographic qualities of the digital birth certificate were used as inspiration for the campaign background treatment.

    Principals stated that a bold and simple type style allows for legible and clear communication of campaign headlines and messaging across all applications.

    NSW Department of Customer Service national products and program delivery director, David John, said: “The greatest challenge ahead is how we convince businesses and governments to move away from their reliance on traditional forms of ID and, conversely, how we get citizens to embrace a digital ID before they are widely accepted.

    “In addition to getting the word out, strategic partnerships and user-centric design are crucial to achieving our mission.

    “Our partnership with Principals has enhanced our capabilities in these essential areas making them an integral part in the development of digital birth certificates.”

    The post Principals launches brand identity for NSW’s Digital Birth Certificate appeared first on Mediaweek.

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