Principals creates brand identity and campaign for Digital Birth Certificate

By AdNews | 6 May 2024

Branding design agency Principals has created a brand and communication framework for the newly launched digital birth certificate.

Digital birth certificates are now available in New South Wales via a pilot program that will see parents and guardians across 227 early childhood education centres invited to trial the technology.

Following three years of discovery, development and engagement, the new technology is being delivered by the NSW Registry of Births, Deaths and Marriages, supported by the Department of Customer Service.

Principals worked closely with the product team under the NSW Department of Customer Service to develop the value proposition and brand architecture for digital birth certificates as well as a communication framework, brand identity, toolkit and launch campaign assets.

Principals business director Renée Stekel said the agency evaluated messaging and visual stimulus through a test-and-learn approach with a diverse range of Australians.

"The result is a vivid, bold look and feel for the digital birth certificate," said Stekel.

The intentionally minimal colour palette is inspired by the physical design of the birth certificate with a nod to Australian green and gold tones.

A key device visual is an integral part of the campaign toolkit and the holographic qualities of the digital birth certificate were used as inspiration for the campaign background treatment.

A bold and simple type style allows for legible and clear communication of campaign headlines and messaging across all applications.

NSW Department of Customer Service national products and program delivery director David John said the greatest challenge ahead is how the department convinces businesses and governments to move away from their reliance on traditional forms of ID.

"And, conversely, how we get citizens to embrace a digital ID before they are widely accepted. In addition to getting the word out, strategic partnerships and user-centric design are crucial to achieving our mission," said John.

"Our partnership with Principals has enhanced our capabilities in these essential areas making them an integral part in the development of digital birth certificates.”

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus