Brand strategy and identity for Australian Nursing & Midwifery Accreditation Council (Anmac).
When the Anmac appointed Truly Deeply, the brief was unambiguous: don’t simply refresh; be bold, brave, and ambitious.
Truly Deeply’s stakeholder and market research confirmed the existing brand felt dated, and there was a clear mandate from the Board, leadership and stakeholders to pause, reflect, and reset.
Anmac CEO Camilla Rowland says the rebrand marks a clear step forward for Anmac.
“It presents a more proactive and contemporary expression of who we are and aligns strongly with the direction set out in our new Strategic Plan. Early feedback has been very positive, particularly in how clearly it articulates our role in supporting and providing leadership for a safe, capable health workforce and strengthening public trust.”
Working closely with the Board, senior leadership and stakeholders, Truly Deeply aligned the new brand with Anmac’s evolving strategy. The result is a holistic brand framework that brings clarity and direction to internal and external audiences alike. The new brand promise is compelling and distinctive within the health sector, proudly proclaiming Anmac is ‘for a safe, capable nursing and midwifery workforce’.
The personality builds on Anmac’s reputation as principled and respected, while introducing more human, bold and progressive traits. Even the name evolved, with Anmac becoming the primary way of referencing the brand. It is also now written as a word rather than in all caps, which mirrors how most stakeholders refer to the organisation. A small change with a big impact on both warmth and approachability.
“Truly Deeply were highly collaborative and insight driven. The team demonstrated a strong ability to listen, challenge constructively, and translate complex inputs into a clear and compelling strategic direction”, added Rowland.
The new identity centres on an ‘A’ that stands for Australia, Assessment, Accreditation and Anmac. It also carries the weight of Alpha, the top grade. Its crossbar is formed by a rising tick: a symbol of improvement, achievement, and entry into the profession. The custom wordmark is bold and contemporary, with softened terminals that hold warmth without sacrificing authority.
The palette reinterprets the traditional colours of nursing and midwifery through the lens of the sky at dawn and dusk: navy for trust, purple for symbolism, magenta for passion and creativity. A white sphere, representing the rising sun, completes the system, framing imagery that honours the community’s deep regard for nurses and midwives.
Brand video
Services As part of the rebrand process, Truly Deeply provided Anmac with a brand & market review, stakeholder research, brand strategy, brand identity design, video production, collateral design, guidelines and cultural tools.
About Anmac Anmac is dedicated to building a safe and capable nursing and midwifery workforce through quality education and assessment. Anmac sets the standards for the professions, accredits education programs, and assesses healthcare practitioners trained overseas.
