SouthPAN needed a clear, confident brand system that could operate across Australia and New Zealand government environments while supporting a complex, future-focused technology. The brief was to create a visual and verbal framework that would establish trust, consistency and authority, while allowing the SouthPAN brand to stand confidently alongside Geoscience Australia and Toitū Te Whenua Land Information New Zealand.

We approached the project as both a branding and governance challenge. Working within government standards, we developed a comprehensive brand system that balanced innovation with institutional credibility. This included clear hierarchy rules, logo lock-ups, typography, colour usage and application guidance to ensure SouthPAN could be deployed consistently across print, digital, mapping, data products and partner environments.

The creative solution centred on a strong, modern identity system designed to reflect precision, reliability and advanced technology. From the core logo and brand mark through to templates, application examples and partner usage guidelines, every element was designed to be intuitive, scalable and future-proof. The result was a brand that feels distinctly SouthPAN, while carrying the authority of two national government organisations.

The final brand guidelines delivered a clear, durable foundation for SouthPAN’s rollout across Australia and New Zealand. With a unified visual language and governance framework in place, SouthPAN gained the tools to communicate confidently with industry, government and partners. Supporting adoption, trust and long-term growth of this critical positioning infrastructure.