Common Ground was conceived as a new ‘open government’ initiative of the NSW State Government. Its intention was to provide a mobile web app with rich, factual, up to date information to the community about mining and resource industry activities.
The process kicked off with discovery and research workshops with the many stakeholders that any government project entails. We worked towards articulating a core brand idea; “everyone’s resource”, as well as core values and key benefits for the diverse audiences.
Building on the strategic framework, we collaborated with the client on creating a name, logo, tone of voice, iconography and visual identity system.