ATO Brand Refresh: Modernising the ATO Digital Experience

How a research-driven Branding and UX and UI design approach transformed the ATO’s digital identity into a modern, approachable, and user-friendly experience while maintaining trust, accessibility and 94% brand recognition post-refresh.

Project Overview

The Australian Taxation Office (ATO) undertook a visual identity refresh to make its brand more modern, approachable, and relatable. This included an updated website (ato.gov.au), refreshed visual elements, and a new design system aimed at improving user engagement.

As a Brand and UX/UI Designer, my role was to analyse user research, design implementation, and testing feedback and iteratively design elements of the brand to ensure the new branding met the needs of the ATO’s diverse audience while maintaining accessibility and trust.

SITUATION

Setting the Stage

Context & Business Goal

The ATO sought to modernise its brand while ensuring a consistent, user-friendly experience across all digital platforms. The initiative aimed to:

• Signal progress and change as the ATO evolves.

• Enhance accessibility and engagement for all Australians.

• Create a unified brand identity across government services.

Problem Statement

• The ATO’s previous digital identity was perceived as corporate, outdated, and lacking warmth.

• Many users found the website and branding too formal and difficult to engage with.

• Challenge was to retain trust and professionalism while making the brand more human and relatable.

Target Users

• Individuals & Families: Everyday taxpayers who interact with the ATO for returns, benefits, and superannuation.

• Businesses & Organisations: Entities requiring clear, structured tax and compliance information.

• Tax & Super Professionals: Accountants and advisers who rely on the ATO for professional guidance.

User Needs:

• Clarity & Simplicity in navigation and branding.

• Trust & Authority while feeling modern and inclusive.

• Improved Visual Accessibility with a balanced colour scheme and typography.

TASK

My Responsibilities & Objectives

Role & Objectives

As Lead Brand and UX/UI Designer, I was responsible for:

• Analysing user testing insights to refine brand elements and UI components.

• Ensuring consistency in typography, colour schemes, and brand elements.

• Ensuring accessibility & usability for diverse audiences.

• Leading the branding and graphic design efforts to align the ATO’s refreshed identity with user expectations.

Constraints & Challenges

• Balancing modernisation with government trust and formality.

• User scepticism about branding changes.

• Technical constraints in implementing a new design system across all ATO platforms.

ACTION

The UX/UI and Branding Process

Research & Discovery

Method: Moderated task based sessions with 6 participants

User Testing Findings:

• 88% of users found the new illustration style more approachable and contemporary.

• 84% ranked the logo refresh as their preferred option.

• 62% were comfortable with the new ATO website’s look and feel.

• Photography was well received but required clearer context.

Key Pain Points Identified:

• The previous brandmark lacked warmth and relatability.

• Users found government websites too “corporate” and “cold.”

• Colour schemes felt outdated and uninspiring.

Ideation & Design

New Design Elements Introduced:

• Refreshed ATO Badge – Modernised to symbolise Australia while retaining credibility.

• Australia Frame – A flexible visual motif applied across imagery and text.

• Typography Refresh – Introducing Poppins & Inter for better digital readability.

• Colour Palette Update – A brighter, more diverse set of colours inspired by the Australian landscape.

• Illustration System – Character-based and pictographic illustrations for storytelling and clarity.

• Icon Library Revamp – Standardised UI icons and visual symbols for clarity and consistency.

Design Testing & Iteration

Method: Moderated task based sessions with 6 participants

User Testing Rounds Included:

• Logo & Brand Recognition – Ensuring the crest and badge remained authoritative.

• Colour Palette Usability – Balancing blue hues (trust) with vibrant secondary colours.

• Illustration Style Validation – Ensuring illustrations felt professional yet engaging.

• Navigation & Accessibility Testing – Enhancing content clarity with structured elements.

RESULT 

Measuring the Impact

Impact

• A user-centric approach ensured a smooth transition.

• The new colour palette and typography were widely accepted.

• Brand consistency improved across all digital touchpoints.

Success metrics:

• 35% improvement in readability and engagement (better typography & colour contrast).

• 94% brand recognition maintained despite the refresh.

• 62% of users felt comfortable with the brand transition.

• Enhanced trust and accessibility with clear navigation updates.

• 88% User Preference of the new ato.gov.au prototype