Modernising AMC’s brand identity to foster inclusivity, efficiency, and cultural respect, setting itself apart as a leader in the medical community. 

The Australian Medical Council (AMC) faced significant challenges with an outdated brand identity that no longer aligned with its evolving role in the medical field. The existing style guide, created in 2011, was causing inefficiencies, confusion, and a lack of cohesion across various applications, particularly as the organisation transitioned from paper-based to hybrid digital platforms. Additionally, the AMC’s brand lacked inclusivity and failed to resonate with its diverse audience, including Aboriginal, Torres Strait Islander, and Maori communities. Recognising the need for a more modern and inclusive identity, AMC embarked on a brand discovery process to redefine its visual and verbal communication strategies. The rebranding process focused on creating a distinct and modern identity that would set AMC apart from its industry counterparts while embracing cultural safety, innovation, and community engagement. This involved auditing the existing brand applications, developing a new set of brand guidelines, and creating a library of diverse and inclusive imagery. The goal was to empower AMC staff to apply the brand consistently and effectively, fostering a sense of attachment and pride in their work. By prioritising inclusivity and accessibility in the new brand identity, AMC successfully positioned itself as a leader in the medical community, committed to excellence and cultural respect.