Wellbeing Agency branding symbolises growth, strength and renewal
The launch of the Veteran and Family Wellbeing Agency on 1 July included the unveiling of its brand identity, which reflects what we’ve heard wellbeing means for veterans and the families of veterans: growth, strength and renewal over time. It recognises that, while wellbeing looks different for everyone, military service is a shared connection.
The Agency’s brand is brought to life through a combination of visible and lived elements, including the Agency’s logo, shown as a simple silhouette of a lone pine. It is a clear and recognisable symbol connected to military service, while also representing resilience and new growth. Together, these meanings reflect the journey many veterans and families experience as they move through different stages of life and wellbeing.
The Agency’s identity also incorporates:
- consistent tone and language across Agency communications, so information is clear, respectful and easy to recognise
- a consistent visual identity across its website, social media and other communication materials
- clear information and pathways that help veterans and families understand what support is available and how to access it
- positive and consistent experiences for veterans and families when they engage with the Agency
- services that are easy to find, access and use, supported by stronger connections across the wellbeing system.
Together, these elements shape the Agency’s identity.
The Agency and the brand identity were developed through consultation and co-design, bringing together veterans, families, ex-service organisations and service providers to help define what meaningful support looks like in practice, and how that should be represented.
You can connect with the Veteran and Family Wellbeing Agency on Facebook at www.facebook.com/veteranwellbeingausgov.