Their primary goal was to clearly communicate ‘creating meaningful pathways for Indigenous people, communities, and businesses.’ This vision is deeply ingrained at the core of their business and influences their work in profound ways.

The new IPS brand emblem is a celebration of the business they have become and their dedication to what they do.

It conveys IPS’ passion for creating meaningful pathways for Indigenous people, businesses and communities. The dots reflect their First Nations connection and each ‘pathway’ links across unique ‘avenues’, resulting in an emblem that captures their whole-of-systems approach.

The concept began with the ‘U’ shape that symbolises ‘people’ in Aboriginal paintings. This evolved into the idea of ‘people’ gathering together.

The emblem also speaks to how they develop real world solutions, by understanding the minute details as well as the bigger picture. Organisation & structure, interconnectivity, support and inclusivity can be read into the emblem too.

Creative Toolkit

We set about creating a visual look and feel that was ownable and unique to IPS. This included starting fresh with a vibrant colour palette, introducing new fonts and developing a graphical language using bespoke shapes, patterns and pathways.

An art directed photoshoot of their people highlighted their exceptional abilities in delivering innovative and tailored solutions that inspired and provided genuine purpose for their clients.

Textural landscape imagery was used to reflect the business’ deep connection to Country as First Nations people and also helped define different business services or reflect their approach to work.

From literature, exhibition stands, pop-ups and online styling to uniforms, a consistent branded feel began to emerge.

A comprehensive set of guidelines was produced to assist the team in implementing their new look and feel for ongoing internal and external communications across the business.