Australian Taxation Office

myID

ROIdeas^® delivered

11.6M

unique users

(n= 1,786)

100%

of design milestones achieved on-time and on budget

Client

Australian Taxation Office

project type

Identity

Validation

Services we provided

Brand Strategy

Brand Identity

Brand Guidelines

Supervalid Thinking

We launched a future-proof and inclusive digital system that changed the way Australians identify themselves online.

The future of identity is digital. The Australian Government approached us to envision a new brand name and visual identity for the nation’s official digital identity app.

After in-depth consultation and engagement with diverse citizen groups and business stakeholders right across the country (n=1,786), we launched myID: the simplest and most secure way for Australians to prove who they are online.

Every element of the new myID brand was comprehensively validated to ensure the service is positioned for the future, to resolve the current market confusion (with myGov), to inclusively cater to a diverse range of citizen needs, and to seamlessly align with the established whole-of-government brand architecture.

myID now protects almost 12 million unique users from identity theft and fraud.