Every aspect of our lives is affected by policy. The food we eat, the water we drink, the air we breathe. Where we live, how we work, how we get around. It’s the glue that holds societies together, the oil that keeps the wheels turning.
For professionals who research, develop and implement public policy, finding and evaluating policy-related resources can be time consuming and difficult.
APO helps solve this by making policy research easily visible, discoverable and usable on a free, open access platform.
Established in 2002 at Swinburne University of Technology in Melbourne, the Analysis and Policy Observatory is an award-winning not-for-profit online knowledge hub, working with partners from universities and organisations across Australia, New Zealand and beyond.
For those in the know, the hub is a vital part of their everyday practice – a policy maker’s secret weapon. It gives ‘policy people’ the tools and resources they need to do their job better, thereby benefiting all members of society.
In a world of social media, clickbait, fake news and bureaucratic news corporations, APO wants to be synonymous with transparent and unbiased policy. With the aim of being the go-to for ‘policy people’ across all industries, their brand needed to cut through the clutter.
In order to reach and retain an even broader audience, the team recognised that they needed help communicating their value proposition, and overall brand recognition and awareness.
Through extensive user research, we identified four key user groups and worked to boost APO’s appeal to them via targeted empathy messaging.
We worked with the team to develop a strategic brand identity and messaging refresh. This helped to create more opportunities to increase revenue through advertising, funding and other commercial ventures.