Creative Partnerships Australia

Project Background

Creative Partnerships Australia was established to offer a resource hub for the facilitation of business partnerships, social investment and philanthropy for the cultural and creative sectors, leading the exploration of new models of investment in the creative industries and stimulate partnerships between artists, business, private donors and the community to support sustainable creative industries in Australia. Creative Partnerships Australia was created from the merger of the Australia Business Arts Foundation and the Australia Council’s Artsupport initiative.

Sweet was assigned to create a visual identity that represents Creative Partnerships Australia brand charter summarised below:

  • resonates with and speaks to arts and business sector, philanthropists
  • and government
  • is confident and clear in its communication
  • the staff is proud of and can embrace
  • is aspirational
  • is unique and memorable
  • grows, evolves and has longevity
  • is strong and consistent throughout all its collateral (print and online)
  • is easy and cost effective to reproduce
  • makes you excited…

Ultimately, Creative Partnerships Australia’s culture is about connecting everyone’s individual understanding in what we do with a collective understanding and sense of ambition in our purpose. A strong internal culture leads to powerful external behaviours (and our values are the cornerstone of this).

Creative Strategy

Art is the essence of the business. This became the cornerstone of the branding for Creative Partnerships Australia. The visual identity and its associated visual tools launched Creative Partnerships Australia as a one stop shop for funding for the arts.

Creative Idea

Private sector and creative industry progressing Australia’s cultural life together.

The Outcomes

Art is the essence of Creative Partnerships Australia