Australian Skills Quality Authority

ASQA Brand Refresh

We rebranded the Australian Skills Quality Authority (ASQA) to reflect their aspiration of continuous improvement and collaboration across Australia’s vital Vocational Education and Training (VET) sector.

Australian Skills Quality Authority
Government – VET
Brand Visual Identity
Brand Narrative
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ASQA primary brand mark


A vision for a stronger VET sector

Australia’s Vocational Education and Training (VET) sector is currently undergoing reform to strengthen the sector.

The national VET regulator, ASQA, commenced their transformation in 2020 as part of this reform.

Alto were engaged to align ASQA’s brand with the sector’s vision for the future, as a mutual understanding of shared responsibility for quality.


Working together

The rebrand was an opportunity to revitalise, reset and reconnect ASQA with stakeholders, both internally and externally. Alongside the new brand identity, we also needed to create a sector-wide campaign focused on ‘working together’, complete with key messages for all stakeholders.

Our mission was to increase awareness and understanding of ASQA’s role, responsibilities and commitment to continual improvement and transformation. By building positive engagement, education and collaboration with the sector, we also wanted to unify ASQA and instil a sense of pride and purpose around what ASQA do and why their work matters.

Our task

Delivering a quality rebrand for ASQA

Through a series of workshops and stakeholder surveys, we were able to build a suite of deliverables that would carry ASQA into a new era. This included:

  • A unified brand identity
  • A succinct brand narrative clearly explaining ASQA’s what, how and why.
  • Clear key messages and branded materials for internal and external communication.
  • A communications toolkit for brand clarity and consistency.
Pages from ASQA Brand DNA guidelines

Discovering Brand DNA

ASQA is a large Government agency with work stretching across Australia. Establishing a solid Brand DNA was an important part of the rebrand to help unify an agency-wide understanding of who they are, what they do and why it matters.

Together with ASQA we explored and established their:

  • Role, Purpose, Mission, Vision and Values
  • Brand Narrative
  • Agency Manifesto
  • Brand Personality
  • Brand Tone of Voice
Stacks of ASQA business cards in three colour ways
A grounded but modern colour palette
ASQA branded pull up event banners; text - A consistent brand visual identity
Presentation deck cover page mockup on computer screen

Branded Communications

A consistent brand visual language across all communications is vital for a Government Agency. We developed a refreshed corporate visual identity and brand system that was user friendly and flexible to cover a wide variety of communication mediums and media.

  • Digital / social media
  • Presentation templates
  • Reporting documents
  • Corporate stationery
  • Event marcoms

Brand Tool Kit

ASQA’s communications team is the engine house for all internal and external comms. Together with the team, we established a toolbox of branded communications resources and assets for all to use, ensuring consistent communication across all platforms and applications.

  • Brandmark
  • Colour palettes
  • Typography
  • Graphic elements
  • Iconography
  • Photography

Website Refresh

ASQA’s existing website needed a refresh too. Together with the digital team, we applied the rebrand across the site. Care was taken to ensure compliance with Government and industry accessibility standards.

ASQA website home page

“ASQA appreciated ‘working together’ with Alto to realise our rebrand. The successful co-design of our new brand guidelines positions ASQA well to lead important reforms in VET."

Steve Maillet – Executive Director, Regulatory Engagement and Education, ASQA