Screen Canberra is a not-for-profit organisation that supports the development and growth of the screen industry in the Australian Capital Territory. In 2021, following increased funding and a shift toward outsourcing brand and marketing support, Screen Canberra undertook a brand refresh to better position itself as the central authority for screen funding and industry development in the ACT. The project formed part of a longer engagement and focused on establishing a clear, consistent identity that could scale across platforms and touchpoints.

The brief was to create and roll out a refreshed Screen Canberra brand, including the development of core brand assets and guidelines that could be applied consistently across digital and promotional applications. The objective was to strengthen brand recognition, support the organisation’s growing role in funding and industry support, and ensure the identity could be used confidently across a wide range of future initiatives.

I worked as part of a broader team contributing to the development and implementation of the new brand. My involvement focused on creating brand assets and supporting the rollout of the identity across key applications, working collaboratively with stakeholders to ensure the brand system was used correctly and consistently.

The approach centred on building a clear and adaptable brand system that could support long-term use while remaining visually distinct. A “screen” framing device was developed as a key visual element and applied across assets to create structure, focus, and cohesion. Emphasis was placed on clarity, consistency, and ease of application, supported by brand guidelines that enabled the organisation to manage and extend the identity over time.

The refreshed brand was applied across a range of key touchpoints, including the organisation’s website and splash screen assets, providing a cohesive visual presence across digital platforms. The identity was also featured 6 Festivals on Paramount Plus, extending Screen Canberra’s visibility and reinforcing its role within the broader screen industry.

The new brand helped position Screen Canberra more prominently as a filmmaking destination and as the primary point of contact for screen funding in the ACT. The organisation went on to receive further funding and successfully distribute grants, supported by a clear and consistent visual identity that reinforced credibility and recognition.

This project highlighted the importance of working within a defined brand framework and building systems that support consistency at scale. It also reinforced the value of collaborative client relationships, where trust in creative expertise allows a brand to be implemented confidently and effectively across a wide range of applications.