October 20, 2024
new
ABA United
description
The Australian Building Association approached Karta to modernize its brand presence and create a clearer, more accessible communication framework for its members and the broader public.
Date
October 20, 2024
Client
ABA
Category
Branding
Industry
Building
As an organization representing professionals across the construction industry, the Association needed a refreshed identity that communicates trust, expertise, and forward-looking leadership. The project focused on elevating the visual language, improving digital usability, and ensuring that the Association’s values and mission are communicated with clarity and consistency.
goals
The primary goal was to strengthen the Association’s credibility and make its resources easier to understand and navigate.
This involved refining the brand identity to better reflect its authoritative role, enhancing digital platforms to support improved member engagement, and reshaping the communication style to feel more transparent and approachable. Another key objective was to create a scalable system that would serve the Association well as it continues to expand its services and influence across the industry.
process
We began with a comprehensive research and discovery phase to understand the Association’s structure, stakeholders, and communication challenges.
Through workshops and interviews, we identified pain points in the existing brand and digital experience. These insights guided the development of a refreshed visual identity built on clarity, stability, and professionalism. We refined the core messaging, developed a modern design system, and applied it across digital interfaces with a focus on intuitive navigation and accessible information architecture. Throughout the process, close collaboration with the Association ensured that all updates aligned with regulatory standards and industry expectations.
outcome
The project delivered a renewed and cohesive brand identity for the Australian Building Association, strengthening its position as a trusted leader within the construction sector.
The updated digital experience offers clearer pathways for members to access resources, training, and updates, resulting in improved engagement and satisfaction. The streamlined communication style enhances transparency and strengthens trust among the public and industry professionals. Overall, the new identity and digital framework provide the Association with a solid foundation for future growth, greater visibility, and more effective industry-wide communication.