With a new strategy and a brand promise of ‘making members everyday lives easier’, the Royal Automobile Club of Queensland required a brand identity that would stretch beyond the context of a vehicle breakdown. 
To bring the brand essence to life, we introduced the idea of ‘the smile’ into the new brandmark. Feeling distinctly Queensland with fresh new colours and ‘sunny’ photography the new brand moved away from being seen as old-fashioned, to a brand that is relevant, contemporary and in-tune with the next generation. 
Completed while working at Milo&Co.
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