As part of NSW Government’s Net Zero Strategy, there is a considerable focus on transport. Alongside government initiatives to incentivise uptake of electric vehicles (EVs) for businesses and householders, there is a program under development to help car-buyers make a better choice for the environment when it comes to selecting a new or used vehicle: the Vehicle Emissions Star Rating.

Using the personas from the 2020 segmentation work, we designed a research methodology beginning with a quantitative survey to understand concept preferences at scale through the lens of attitudes on sustainability, to inform the development of a brand for a broad audience.

We followed this up with qualitative interviews to reveal textured insights into variations on our brand, allowing us to take to market a robust and resonant visual identity for the program. Based on this, we rolled out a style guide and a comprehensive suite of assets, preparing the program for launch to market.