Corporate style guides have traditionally been created solely for marketers and graphic designers. Their strict structure and lack of flexibility often leave anyone else alienated rather than engaged. Using an Envelope toolkit, Australia Post employees learn at their own pace, gradually understanding the reasoning behind the brand’s visual presentation. Growing pride along the way.

Daily scenarios for applying the Australia Post brand are described in Cate Rayson’s matter-of-fact language. Everyday people generally don’t like rules. With the ubiquity of computers they also have the ability to use their preferred font instead of a corporate standard. So it’s never been more important to educate rather than dictate.

The toolkit includes a wide range of easy-to-use templates empowering workers to get on with the job of creating communications with a focus on content rather than design. Productivity is improved and production costs contained.

There was a time when Australia Post had over 300 sub-brands, each with its own visual identity. Many didn’t even refer to the master brand. So beyond the appearance of brands, corporate approval processes such as those associated with sub-brand development also need explaining.