The Challenge

To deliver a better system of income management for Australians, the Department of Families, Housing, Community Services and Indigenous Affairs (FaHCSIA) championed development of communication requirements for the Federal Government’s new national income management system. This initiative, to benefit recipients of welfare payments, was developed to provide a simpler income management system, reducing red tape for retailers and easier access to essential goods and services for customers.

Dogma worked closely with FaHCSIA and other government stakeholders, to develop a brand identity for the system including a graphic element for the EFTPOS card, information brochure and point-of-sale signage.

 

 

The Solution

Dogma needed to develop an identity that could be easily recognised, however minimise potential welfare stigma associated with the card.

Dogma gave key considerations to the colour and design elements to ensure flexibility in its application as it was to be rolled out through a number of Australian communities, including Indigenous.

The design, working with the name, had to engage the user and promote a positive feeling, pride and ownership, while being easily identifiable to the user, the merchant and non-government organisations that work with welfare recipients.

Dogma ensured all involved stakeholders were supported throughout the project by creating the graphic assets and applying them to the card, DL brochure and in-store POS sticker, as well as creating a style guide for the Brand to ensure consistent application as further communication elements were produced. Dogma also created mock-ups for the photography shoot and supported the FaHCSIA team through the card and POS sticker printing phase.

 

The Results

BasicsCard was launched in 2008 by the Minister for Human Services and Minister for Families, Housing, Community Services and Indigenous Affairs.