Australia's national science agency had a strong reputation for scientific excellence, but science itself was losing relevance and influence in public life.
Scientists were often viewed as technical experts rather than agents of change, creating a gap between the importance of the work being done and the way it was perceived by government, industry and the broader community.
I discovered that CSIRO was never really in the science business. Behind every scientist was someone driven by a desire to make a difference. Their work extended far beyond laboratories and research papers. They were tackling some of the biggest challenges facing Australia and the world, from climate and sustainability to health, food security and economic development.
I also discovered that modern science is rarely about single breakthrough inventions. Real impact comes from understanding the complex intersection of science, economics, politics and society.
I developed a purpose-led brand strategy built around a single organising idea: Positive Impact. Positive climate impact. Positive social impact. Positive economic impact. This became the organisation's internal and external organising principle, providing a clear articulation of why CSIRO exists and the role it plays in society.
The strategy repositioned CSIRO from a scientific institution to an organisation dedicated to solving the issues that matter most to Australia and the world.
Deliverables included purpose development, brand strategy, visual identity design, new logo development and a purpose film.
The work helped shift perceptions in Canberra of CSIRO from being a trusted source of scientific advice to becoming the trusted advisor on matters of science, innovation and national importance.
CSIRO gained a clearer, more compelling way to communicate its role, relevance, and contribution to Australia's future.
“Richard's personal meld of creativity and integrity will have your whole company jiving to whatever messages you want. He can grab a complex business strategy, a roomful of suspicious people, and have them eating out of his hand by reflecting back an organisation's needs in a creative and passionate way. Whether it's insurance, media, not-for-profit or any business, the way Richard helps teams to realise and recognise the people drivers in their business is truly special. Just try him: it will be worth it.”
