NFSA’s I.D.E.A — Brand Identity Design

NFSA’s I.D.E.A (Independent Database of Experiences Australia) is a speculative brand identity project developed for the National Film and Sound Archive (NFSA). The brief challenged us to create a new, cohesive identity system for a data-driven initiative that communicates the NFSA’s commitment to innovation, transparency, and ethical stewardship of Australian cultural history.

The resulting identity reimagines the NFSA through the lens of data ethics and digital preservation positioning the organisation as a forward-thinking institution that values both history and technology. The logo integrates a lightbulb symbol, representing creative insight and knowledge preservation, while the acronym “I.D.E.A” evokes innovation and digital clarity. The accompanying colour palette of vibrant magentas, teals, and violets creates an energetic, contemporary tone that departs from traditional archival imagery.

Typography choices such as Caraque for headlines and Acumin Variable Concept for supporting text balance playfulness with professional clarity. The identity was applied across a range of deliverables including brand guidelines, promotional materials, staff and guest ID passes, and an informational brochure, demonstrating how the system can operate across both print and digital environments.

This project showcases how strategic visual design can renew institutional trust and transform abstract policy values like ethics and data stewardship into an engaging and human-centred brand language.