Branding agency Principals reveals new brand identity for PSMA Australia

Branding design agency Principals has created a new brand strategy and visual identity for PSMA Australia.

Principals was briefed with defining PSMA Australia’s position in the data economy, including a focus on value propositions for its service offerings, creating corporate audience personas and characterisations of the target audiences.

PSMA Australia’s new brand identity

PSMA Australia is a self-funded, government-owned organisation that provides accessible location data for businesses operating in Australia.

The rebrand comes as the organisation is increasing focused on its 3D mapping product Geoscape.

PSMA Australia’s previous branding

PSMA chief marketing officer, Martin Rose, said in a statement: “Working with the team at Principals has been a hugely rewarding experience setting us up to take on disrupters in the increasingly complex data landscape.”

Principals group strategy director, Tim Riches, said: “PSMA is a pioneering technology company. They might not be well known, but their work has an impact on the way Australians live, work and get around, every day. By defining and embedding their strategy, we’ve positioned them for a leading role in tomorrow’s data economy.”

Last month, Principals created a new brand identity for the Australian Energy Foundation after it rebranded from Moreland Energy Foundation.


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