CENTRELINK

Signage for an
essential service

To rebrand 767 sites nation-wide in just 12 weeks, the Department of Human Services needed a partner with the experience and capacity to deliver on time, on budget and to the highest quality standards.

Diadem was engaged to deliver internal and external signage for Centrelink and Medicare offices across Australia. This required sourcing manufacturing suppliers and installers, as well as ensuring quality assurance, all to a fixed schedule and in a cost-competitive way.

Client

The Department of Human Services (DHS)

Creative

Tank Branding

Red Design Group

Redefining
the brief

As a result of legislative changes, the Department of Human Services (DHS) developed an integrated services model which required a refresh of its corporate identity. Diadem was approached with the challenge of creating a series of rebranded decals that could be applied across current Centrelink office signage in metro and rural locations.

Diadem challenged the client to consider the longer-term implications of this approach, proposing instead to run a competitive tender for the installation of new signage. This would not only deliver consistency but enduring value for a vital federal government service.

Standing the
test of time

A national implementation plan ensured that every site received the same level of quality from more than 20 specialised trades. This, alongside Diadem’s expert project intelligence and government experience, led to decisive decision-making and implementation over a tight 12-week timeframe.

Quality assurance and the production of a post-installation photo catalogue provided DHS with a guide for future site branding to maintain consistency. From strategy to design to execution, Diadem’s advisory role in this project has led to a solution that has stood the test of time.

A national
roll-out

Over a 12-week programme, Diadem delivered:

313 service centres

242 Medicare centres

12 remote area centres

up to 200 non-customer facing corporate sites

“With a four month timeframe to rollout the Centrelink brand, Diadem provided the necessary resources to complete the project in a timely fashion…

…Diadem offered DHS a transparent procurement solution with full accountability surrounding the selection of third-party manufacturers and installers.

Diadem were professional and energetic in the delivery of the project.”

  • Daniel Hodgson – Collaborative Procurement Manager, Department of Human Services (Centrelink)

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