Government · Brand system
Queensland Health Brand Refresh
A refreshed brand system built to stay consistent across a state-wide health service.
- Client
- Queensland Health
- Context
- Queensland Government
- Role
- Creative Team Lead
- Categories
- Branding, Government, Healthcare, Creative Direction, Print, Digital
Project overview
Public health communication is produced by many teams at once — campaigns, facilities, workforce, community programs. The refresh set out to give all of them one coherent visual language that held up whether it appeared on a hospital wall, a printed brochure or a digital campaign.
Services delivered
- Brand Refresh
- Branding
- Creative Direction
- Graphic Design
- Marketing Collateral
- Digital Design
My Role
Creative Team Lead
Led the Queensland Health brand refresh and associated creative work, collaborating closely with internal stakeholders and project teams to deliver a consistent, long-term brand system.
Collaboration & attribution
Delivered as a team effort with Queensland Health stakeholders, internal communication teams, project managers and designers. My contribution was creative leadership and design direction of the refresh, not sole authorship of every asset.
The challenge
A large organisation with distributed communication teams, long approval chains and a legacy of inconsistent application. The system needed to be flexible enough for very different audiences while still reading as one health service.
Design approach
The work started with an audit of what was already in circulation, then rebuilt the system around a clear typographic hierarchy, a disciplined colour approach and simple imagery rules. Everything was designed so a non-designer could apply it correctly without needing a studio in the loop.
Creative highlights
- A single identity framework covering typography, colour and imagery rules
- Templates and guidance designed for non-designers to apply confidently
- Consistency across print, environmental, digital and campaign material
- A system built for longevity rather than a one-off campaign look
Outcomes
A reusable brand framework adopted across campaigns and communication teams, with faster production cycles and more consistent state-wide material.
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