Australian Skills Quality Authority

ASQA Brand Refresh

Creating a brand that truly reflects ASQA’s aspirations 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, focusing on strengthening the sector.

The sector’s national regulator – ASQA – commenced their transformation in 2020. Marked by significant changes to the way they operate within the sector. As a part of these changes, Alto was engaged to align a brand refresh with ASQA’s vision for the future and the sectors as a whole – a mutual understanding of shared responsibility for quality.


Working together

The brand refresh 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 internal and external stakeholders.


  • Increase awareness and understanding of ASQA’s role, responsibilities and commitment to continual improvement and transformation.
  • Build positive engagement, education and collaboration with the sector.
  • Unify the agency and instil a sense of pride and purpose around what they do and why it matters.

Our task

Delivering a quality brand

Through a series of workshops and stakeholder surveys, Alto was able to build a suite of deliverables that would carry ASQA into a new era:

  • A unified brand identity
  • A brand narrative the succinctly explains ASQA’s – what, how and why.
  • Clear key messages and branded materials to communicate internally and externally.
  • A communications toolkit for brand consistency.
Pages from ASQA Brand DNA guidelines

Discovering Brand DNA

ASQA are a large Government agency whose work stretches across Australia. Establishing a solid Brand DNA was an important piece of work 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 consistency across all points of communication.

  • 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 new brand visual identity 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 refreshed branding. 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

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