ATSE brand, design & campaigns

Background

What ATSE is

Founded in 1975, the Australian Academy of Technology and Engineering (ATSE) is an independent charity and learned academy bringing together more than 900 leading applied scientists, technologists and engineers. It provides evidence-based advice on national issues, undertakes research and policy work, and supports STEM education and innovation.

ATSE Fellows are elected by their peers for outstanding contributions to their fields. Many are senior or retired leaders, and ATSE’s communications traditionally served members, government, industry and other expert audiences.

There were compelling stories to share, from Fellows’ contributions to cancer treatments and NASA’s Moon landings to practical solutions for Australia’s future, but these rarely reached the wider public.

ATSE’s two-year “Going Public” Communications Plan aimed to change this. Under the new public-facing brand Applied, it wanted to explain complex STEM ideas in everyday language, connect them to people’s lives and encourage informed public discussion and participation. A new website, magazine, newsletter, podcasts, videos and campaigns would support this shift, while a separate website served Fellows.

My role

I joined in May 2018 as Digital Coordinator, taking over a Digital Manager position that retained that title in the organisational chart. In practice, I worked as the communications team’s digital lead, in-house graphic designer and project manager.

I was responsible for putting the strategy into practice through an effective brand and connected public channels. My work included audience research, website planning, agency management, design and hands-on content production. I also worked to grow ATSE’s audience, particularly through social media, and supported event management and promotion.

Alongside the transformation, I managed the CRM, Fellowship records and awards and judging systems, and supported everyday publishing and online promotion of ATSE’s events, talks and AGM.

Working with the Communications Manager, I also helped explain the changes and build support among staff and Fellows with different priorities and expectations.

Situation

When I joined ATSE in late May 2018, the “Going Public” strategy and original Applied identity were largely developed, but the systems needed to deliver them were incomplete.

Truly Deeply Studio had created the identity and initial templates, but these were not yet practical across all channels. Some InDesign, Word and PowerPoint templates were incomplete or difficult to use, email templates were unusable, and colours and visual rules needed adapting for digital and presentation formats.

Communications were fragmented across nine expert policy forums, seven state divisions, five social media accounts and four program websites. Forums and divisions sent emails through Outlook without consistent templates or engagement reporting, leaving little evidence to guide content improvements. Alongside the launch, the communications team needed to maintain and support these existing channels.

Stakeholder concerns also predated my arrival. Many Fellows had not been sufficiently involved in developing Applied, and some were still unaware of the separate 2015 business-name change from Australian Academy of Technological Sciences and Engineering to Australian Academy of Technology and Engineering. Objections to that earlier change resurfaced during the launch. Although we explained the strategy and sought feedback, major decisions had already been made, leaving limited opportunity for meaningful input.

Alongside the website and brand launch, we needed to introduce a public e-newsletter and podcast series, rebrand the magazine, and prepare publications in the new style while maintaining everyday communications. We staged this work: the TechKnow e-newsletter was already being promoted and launched before the Applied brand launched.

With a preferred public launch in late November ahead of the December 2018 AGM, I had approximately six months to prepare the website, brand assets and launch content while maintaining everyday communications.

Task

I was responsible for leading the digital, design and content delivery of ATSE’s “Going Public” strategy, from planning and the Phase 1 launch through to the larger post-launch Phase 2. Alongside this transformation, I needed to maintain everyday communications, program websites, events and membership systems.

I needed to:

Work with the Communications Manager to define and prioritise six target audiences, develop audience personas and the website’s information architecture, and test the proposed structure and designs with representative users.
Brief and tender for the new public website, guide its development and visual design, and rewrite, prepare and migrate content for public audiences.
Turn the agency-created Applied identity into a practical design system, refining logos, colours and templates for staff, agencies and suppliers to use across digital and print.
Develop accessible and engaging content through photography, video, podcasts, emails and e-newsletters; help rebrand the magazine and prepare publications in the new style.
Strengthen email and social media communications for Fellows, public audiences and program communities, including distinct ATSE and Applied email styles and flexible staff templates.
Work with the Research team, nine expert policy forums and seven state divisions to understand their communication needs, improve publishing processes and move Outlook-based newsletters to Mailchimp.
Help manage and improve websites, content, event promotion and e-newsletters for Science in Australia Gender Equity (SAGE), IMNIS and STELR, and support the Applied brand rollout across relevant program websites.
Work with the Communications Manager on content and paid Twitter and LinkedIn campaigns for Global Connections and international partnerships delivered with the Australian Government.
Help explain the strategy and identity to staff and Fellows, gather feedback, address concerns and support adoption.
Coordinate the Applied launch across the website, staff communications, email, brand assets and public channels while managing agencies, suppliers and contractors.
Maintain the Fellowship CRM and records, work with Canadian developers to improve awards and judging systems, and support everyday event publishing and promotion.

Action

Defined audiences and tested the website

Working with the Communications Manager, I developed six audience personas covering the STEM-interested public, government, industry and research, media, Fellows and staff. We documented their goals, content needs and likely barriers, drawing on ATSE’s audience knowledge and public STEM publications such as Cosmos.

I developed 14 versions of the information architecture, balancing audience needs with stakeholder feedback. I then worked with Liquorice to refine the personas, sitemap, content plan and wireframes. We conducted in-person testing with four people from different audience groups. I facilitated and filmed the sessions, using the findings to refine navigation, content hierarchy and page designs.

Directed and launched the public website

I wrote the website brief, organised the closed tender won by Liquorice, and managed agency and contractor relationships. I directed a flexible homepage featuring major stories, reports and events, with strong photography, occasional video backgrounds, clear content cards and generous white space. Search and filtering helped visitors find specific material, while changing feature content encouraged discovery and repeat visits.

I rewrote key public content and migrated more than 22 years of reports and resources. The public WordPress website and separate Fellows site served different audience needs within the available time and budget. I coordinated the website launch and staff email changeover, followed by further content and functionality improvements.

Made the brand practical

Truly Deeply Studio created the original Applied identity. I led its in-house implementation, repairing and extending InDesign, Word and PowerPoint templates, refining logo versions and colours, and adapting the design for web, email, social media, print and events.

Working with the Communications Manager, I helped explain the changes to staff and Fellows and respond to concerns. At his request, I created a homepage-only logo pairing Applied with Technology, Engineering & Science to clarify the brand’s scope.

Established TechKnow and improved email communications

We launched and promoted TechKnow, ATSE’s new public e-newsletter, before the Applied brand launch. I created its original promotional artwork, featuring a robot reading a book, and later adapted its design to Applied.

I designed the templates and produced all ATSE e-newsletters. I also moved communications for nine policy forums and seven state divisions from Outlook to Mailchimp, introducing consistent templates, audience management and reporting on opens and clicks.

Designed magazines and publications

I helped produce Focus issue 207 and the rebranded Applied issue 208, sourcing images, suggesting story layouts and colours, and designing full-page advertisements.

For Applied magazine, I developed five cover concepts after the initial publisher proposals were rejected. I created the selected cover design, masthead and magazine branding, along with a promotional mailing sheet and change-of-address form.

I also designed and laid out reports, submissions, action and position statements, and Academy documents in both the old ATSE and new Applied styles. For launch, we aimed to prepare a statement in the new style for each policy forum area.

Produced podcasts and campaign content

I established and produced a series of 15 podcasts, using expert voices and accessible questions to explore STEM issues. The first, Shooting for the stars: introducing the Australian Space Agency, featured Dr Megan Clark and was published on 22 November 2018.

I created video content for the Shifting Gears transport report and a moving homepage background using NASA footage for the Moon landing’s 50th anniversary. Working with the Communications Manager, I also helped create the website and social media content for ATSE’s 2019 federal election campaign.

Across ATSE and its programs, I helped manage Twitter and LinkedIn accounts, created platform-specific content and shared relevant external stories. Paid campaigns supported the Global Connections program and international partnerships.

Maintained membership systems and supported events

Alongside the transformation, I managed and maintained the iMIS CRM, updated Fellowship records and worked with Canadian developers on awards and judging system upgrades.

I managed online publishing and promotion for ATSE events, including talks and the AGM, and supported program websites and communications. To improve mobile event registration, I introduced Eventbrite for four events before the organisation returned to its existing CRM-based system.

Result

ATSE gained a public-facing website, new editorial channels and a practical design system to share its expertise with wider audiences, while continuing to serve Fellows and institutional stakeholders.

Delivered the Applied website and brand launch, followed by further content and functionality improvements in Phase 2.
Preserved more than 22 years of reports and resources, bringing them into the new public website.
Expanded public STEM publishing through 15 podcasts, TechKnow, the rebranded Applied magazine, video and social content.
Made the brand usable across channels, with consistent templates and assets for websites, publications, email, social media and events.
Introduced measurable email communications for nine policy forums and seven state divisions through Mailchimp.
Supported major public campaigns, including the Australian Space Agency, the Moon landing anniversary, the 2019 federal election and Shifting Gears.
ATSE reported a 30% increase in public engagement following the brand, website and content transformation.

The project also demonstrated the limits of a design-led response to inherited stakeholder concerns. Although we delivered the new channels and explained the changes, late consultation left concerns about ATSE’s name and identity unresolved.

See old ATSE website with old branding >>
See new Applied public-focused website >>

Website’s information architecture (IA) structure

Version 14 of the IA website structure by me.

IA revision and content planning by Liquorice Agency.

Applied PowerPoint and pull-up banners at the 2018 Oration Dinner

23 November 2018 - All photos by Peter Casamento
Catherine Tanna FTSE delivered the annual Academy Oration in Melbourne.
Published April 5 2019, in issue 208 of Applied magazine - page 11.

50th anniversary of the US Moon landing

For the 50th anniversary of the US Moon landing on July 20, 2019, I used 1960s NASA footage to create a video background of the Moon. See my test version video below.
See Special Moon Fellow news story "Not so dusty: the Australian whose dreams flew with Apollo 11" >>

See the live site (archived) with the moon background >>

Video for the release of a two-year report into Australia’s future transport needs called Shifting Gears: Preparing for a Transport Revolution.
See Twitter/X post using the video >>

Podcast: Shooting for the stars: introducing the Australian Space Agency

Special Space podcast - for the launch of the new Australian Space Agency
Published 22/11/2018

Australia has joined the space race with the launch of the Australian Space Agency. Head of the Agency and Academy Fellow Dr Megan Clark explains why we have a head start.

Listen to the podcast Shooting for the stars: introducing the Australian Space Agency >>.
Note: This is a backup on my personal SoundCloud account.

I created 15 STEM-focused podcasts for ATSE and Applied.

Shooting for the stars: introducing the Australian Space Agency
One way to meet our Paris climate target that no one is talking about
Should there be a lottery for research funding?
How will Big Data impact healthcare?
Meet the team helping fight leukaemia
From folklore remedy to skin cancer treatment
The need for more women STEM leaders
Nano-engineering and entrepreneurship: a winning combo
Energy 101: How Australia can be a leader in the renewables field
Are the machines really taking over?
Australian cities – awash with wasted water
Plastic fantastic: a recycling revolution
War on waste: here comes microrecycling
Innovation: Lessons from six remarkable lives
Building the cities of the future

Promo animation for Twitter/X for TechKnow e-newsletter with ATSE and Applied branding.

Social media management and content creation
Managed and created content for 5 different Twitter accounts and LinkedIn.

I worked on these accounts https://twitter.com/ATSE au, https://twitter.com/SciGenderEquity, https://twitter.com/ IMNIS, https://twitter.com/STELRproject , and https://au.linkedin.com/company/atse-au
I also managed and developed content supporting the STEM-focused Global Connections program and international collaboration initiatives, delivered in partnership with the Australian Government. This included advertisements on social media.

ATSE LinkedIn examples:

More Twitter/X social media examples are in the image below.

Year

2018-2019