Trading Up for a New Brand at Austrade

Backing Bold Ambition

Project Scope
Strategic communications
Internal communications 
Art direction 
Brand strategy 


The Australian Trade and Investment Commission (Austrade) is the government agency who promotes Australian trade, investment and education to the world. It had a mandate to create synergy with Australia’s new Nation Brand and the organisation’s major client services transformation. We were asked to give Austrade a complete brand identity, and brand messaging, overhaul.


We identified key audiences, as well as their pain points and needs, using a rigorous situational analysis. We then used this to inform the distillation of the brand strategy to a single, powerful brand essence – “Backing Bold Ambition.” We used this guiding thought to develop the new Austrade brand identity.



We delivered a comprehensive brand identity system for Austrade – from strategy, to brand messaging matrix, visual identity components, to templates and brand guidelines. The result was a new, transformed, Austrade brand.


“The Hotwire team comprises of some very big thinkers! The journey to uncover Austrade’s brand DNA followed a sound methodology... culminating in the identification of three creative territories, with recommendations on how each of the territories could be activated to drive employee and client engagement. This data driven approach resonated with the Austrade executive who could clearly see the organisation’s essence reflected in the work – they bought into the strategy immediately which enabled agreement on activation at pace. The visual ID brought the brand to life, carefully considered in partnership with Australia’s Nation Brand.“

Tanya Miocic,
A/G Manager Employee Communication and Engagement

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