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A new brand strategy, name and brand identity for APSMA – the Australasian Professional Services Marketing Association for use across APAC. The association needed to find its own credible voice and for members to look to APSMA as the hub of career guidance and thought leadership.

Working with their committee of CMOs of leading professional services firms across APAC we renamed them ICON – the Innovation, Collaboration, and Opportunity Network. 

Along with a new name we designed a vibrant, engaging new brand identity utilising the ‘i’ of Icon as a visual device to amplify the pillars of Innovation, Collaboration, Opportunity and Network.




Prior to re-launching KWM we worked with and oversaw their in-house design team to create a new logo and brand look and feel that had to work and resonate with staff and clients initially across Australia, China and then globally.

We then rolled out full multi-lingual brand guidelines. 

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