Pic: Midjourney
Editors' Note: Many Fast News images are stylised illustrations generated by Dall-E. Photorealism is not intended. View as early and evolving AI art!
Digital birth notes,
Principals' bold design shines,
A new era dawns.
Principals spearheads Digital Birth Certificate launch in NSW
Branding design agency Principals has developed a brand and communication framework for the newly launched digital birth certificate in New South Wales.
The digital birth certificates are now available via a pilot program that will see parents and guardians across 227 early childhood education centres invited to trial the technology, delivered by the NSW Registry of Births, Deaths and Marriages, supported by the Department of Customer Service.
Principals worked closely with the product team under the NSW Department of Customer Service to develop the value proposition and brand architecture for digital birth certificates as well as a communication framework, brand identity, toolkit and launch campaign assets. The colour palette for the digital birth certificate is minimal, inspired by the physical design of the birth certificate with a nod to Australian green and gold tones.
A key device visual is an integral part of the campaign toolkit and the holographic qualities of the digital birth certificate were used as inspiration for the campaign background treatment. A bold and simple type style allows for legible and clear communication of campaign headlines and messaging across all applications.
"We evaluated messaging and visual stimulus through a test-and-learn approach with a diverse range of Australians. The result is a vivid, bold look and feel for the digital birth certificate," said Principals Business Director, Renée Stekel.
National Products and Program Delivery Director, NSW Department of Customer Service, David John, said: "The greatest challenge ahead is how we convince businesses and governments to move away from their reliance on traditional forms of ID and, conversely, how we get citizens to embrace a digital ID before they are widely accepted. In addition to getting the word out, strategic partnerships and user-centric design are crucial to achieving our mission. Our partnership with Principals has enhanced our capabilities in these essential areas making them an integral part in the development of digital birth certificates."
