Australia has come a long way in the last half century. But some things – like a conservative attitude towards the value of creativity – haven’t come far enough.

For ADC, this was unacceptable. They wanted to inspire the next generation of Aussies to think differently, and equip them with the design thinking skills needed to change the world. But for that to happen, their brand, and their business, had to change, too.

Having established kids as ADC’s new primary focus, we needed to find a way to communicate with them (without excluding other audiences). So we created a colourful and customisable identity system, inspired by building blocks – the universal symbol of creativity, discovery, and learning through play. But it’s not all fun and games. Whether it’s a global issue, exhibition title or simply the name of a visiting child, the identity always puts what matters most at the centre.