Rebranding the National Broadband Network was less a design exercise and more a responsibility: helping Australians understand the true value of a once-in-a-generation infrastructure program.

We shifted the narrative from speeds, cables and politics to a simple human truth—connectivity now underpins how people live, learn, work and thrive.

By grounding the brand in universal need states—access, inclusion, productivity, safety, opportunity—we reframed the NBN around what it enables, not what it builds.

I led the brands strategic evolution that brought greater empathy, clarity and purpose to how the organisation shows up.

The result was a national brand that felt less like a government project and more like a human promise: to enable every Australian The Freedom to Do Great Things.

Credits: NBN Co, Houston