National Credentials Platform,

BRAND DEVELOPMENT
IDENTITY DESIGN
CREATIVE DIRECTION
GRAPHIC DESIGN
BRAND STYLE GUIDE
BRAND TEMPLATE ASSETS
CO-DESIGN
WORKSHOP FACILITATION
USER TESTING SUPPORT

The National Credentials Platform (NCP) is an initiative by the Australian Government Department of Education, Skills, and Employment (DESE). The aim was to create an online platform that securely stores Australian credentials, accessible to learners, job seekers, and employers.

As Brand Lead on the multi-skilled project team, my role was to drive the brand development for the NCP. Beginning with a series of co-design workshops, collaborating with DESE to define clear value propositions for both the product and its users. This process allowed us to set a strong foundation for developing the brand while working toward a meaningful and efficient prototype.

I led the development of both the visual and verbal identity, ensuring alignment with user needs and project goals. In close collaboration with the UX design team, we prototyped, tested, and gathered user insights, refining the brand to meet the platform’s functional and aspirational goals.

Client: Department of Skills, Education and Employment

Agency: Portable
Brand Lead: Cassandra Eddy
UX Design: Jackie Garfield
Production Lead: Lauren Manning

Defining the brand

Before diving into any design thinking, we started by reviewing the extensive research reports from the initial Alpha ‘proof-of-concept’ research phase. This gave us an in-depth understanding of the thinking and research already conducted for the National Credentials Platform (NCP).

We then defined our next objectives:

Clarify and define the brands' value proposition and compelling traits for brand development.
Identify and develop key product functionality for wireframe prototype development and testing.
Develop a brand identity that allows the NCP to adapt and grow in the future.

Our first task was to understand what credentials-sharing platforms, tools and organisations already existed in the education sector. So we started with a desktop review, looking at different examples to get a sense of what branding stood out and where the Department could be a point of difference.

From here, we facilitated two brand workshops with the Department, to understand and define the key pillars of the NCP brand. Including developing a positioning statement, value proposition, key audience groups, brand characteristics, and tone of voice. This paved the way for us to design three high-level brand directions for the NCP, before we refined the Department’s chosen direction.

Simple, trustworthy and supportive.

The logo is a symbol of academic learning, combined with a supportive frame, where the wordmark is securely nested on a sturdy platform.

The bright green brings forward the dynamic and engaging qualities of the brand. With a sense of modernity and innovation in mind that is up-to-date with a changing learning landscape.

A tone of credibility and trust is reinforced with lettering that is clear and uncomplicated. Anchoring the brand with the use of deep navy, further supports these qualities.