Australian Skills Quality Authority | Rebrand Case Study

Australian Skills Quality Authority

ASQA Brand Refresh




ASQA Logo with Government Crest

Creating a brand that truly reflects ASQA’s aspirations of continuous improvement and collaboration across Australia’s vital Vocational Education and Training (VET) sector.





Australia’s Vocational Education and Training (VET) sector is currently undergoing reform, focusing on strengthening the sector.

The sectors national regulator ASQA commenced their transformation in 2020. Marked by significant changes to the way they operate within the sector. As a part of these changes, Alto was engaged to align a brand refresh with ASQA’s vision for the future and the sectors as a whole – a mutual understanding of shared responsibility for quality.


The brand refresh was an opportunity to revitalise, reset and reconnect ASQA with stakeholders, both internally and externally.

Alongside the new brand identity, we also needed to create a sector-wide campaign focused on ‘working together’. Complete with key messages for internal and external stakeholders.


  • Increase awareness and understanding of ASQA’s role, responsibilities and commitment to continual improvement and transformation.
  • Build positive engagement, education and collaboration with the sector.
  • Unify the agency and instil a sense of pride and purpose around what they do and why it matters.



  • A unified brand identity
  • A brand narrative the succinctly explains ASQA’s – what, how and why.
  • Clear key messages and branded materials to communicate internally and externally.
  • A communications toolkit for brand consistency.







ASQA Brand Guide Booklet

Discovering Brand DNA

ASQA are a large Government agency whose work stretches across Australia. Establishing a solid Brand DNA was an important piece of work to help unify an agency-wide understanding of – who they are, what they do and why it matters.

Together with ASQA we explored and established their:

  • Role, Purpose, Mission, Vision and Values
  • Brand Narrative
  • Agency Manifesto
  • Brand Personality
  • Brand Tone of Voice






Branded Communications

A consistent brand visual language across all communications is vital for a Government Agency. We developed a refreshed corporate visual identity and brand system that was user friendly and flexible to cover a wide variety of communication mediums and media.

  • Brandmark
  • Colour palettes
  • Typography
  • Graphic elements
  • Iconography
  • Photography

ASQA brand social media examples




Examples of ASQA brand assets

Brand Tool Kit

ASQA’s communications team is the engine house for all internal and external comms. Together with the team, we established a toolbox of branded communications resources and assets for all to use. Ensuring consistency across all points of communication.




Website Refresh

ASQA’s existing website needed a refresh too. Together with the digital team, we applied the new brand visual identity across the site. Complying with Government and industry accessibility standards.

Website interface design image






“The ALTO team demonstrated a strong understanding of exactly what we needed, and their ability to work with high-level staff ensured the project ran smoothly, to budget and timeline. Very professional, responsive and good at listening to our organisational needs – they quickly understood and delivered quality work in a short time frame.

I recommend ALTO to anyone looking for excellent strategic communications and branding.”

Lisa Embling – ASQA Senior Communications Advisor

Profile image of Lisa Embling