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A brand refresh for psychology accreditation council, APAC

8 April 2022

The Australian Psychology Accreditation Council (APAC), appointed by the Psychology Board of Australia, accredits programs of study across higher education providers in Australia and abroad. They have over twenty certified expert assessors on their register, who each contribute to APAC’s program of assessments and advisory work.

Through 2020/21, we worked closely with this wonderful organisation, helping them to redefine their brand strategy and refresh their brand identity. The project was run as a 'sprint' (meaning a rapid process of prototyping and testing) and began with a brand workshop, where we collaborated directly with key stakeholders to make strategic decisions before embarking on the creative process.

The refresh sees APAC proudly embrace their acronym, which has been in casual use for some time. Removing the full name from their primary logo, and adopting this bold new look and feel marks a distinct shift for the organisation.

APAC's confident brandmark symbolises the ripple effect created by the incredibly important work that they do. Enrolment in an APAC accredited program is a positive step for psychology students ––> these students go on to become practitioners ––> practitioners positively affect their patients ––> ultimately resulting in positive change for all of us.

Throughout the whole re-branding process the team at Liquorice treated us as partners rather than clients and took the time to both listen to our thoughts and explain their suggestions. We have had a tremendously positive response to our new branding with staff and stakeholders alike loving the fresh contemporary look it has given us.

Michael Carpenter, Chief Executive Officer

We applied the visual identity to a range of touch-point mock-ups, from posters and billboards, to an annual report and digital communications. Trialling and demonstrating the elements in-situ ensured a complete workable brand system. Even if you only need a business card in the short term, testing your brand in a wide range of applications gives you confidence that your brand is future proof, and will grow with you. The brand was then documented in concise and easy to follow brand guidelines.

Since working with us on this project APAC have successfully rolled-out the identity to a new website, and all manner of printed and digital brand communications.


Brand Strategy

Creative Direction

Brand Identity Design


Brand Strategy Lead: Anna Gowers

Creative Direction and Brand Design: Shane Loorham

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