The National Australian Built Environment Rating System Rebrand

The built environment uses 40% of the worlds energy, emit 40% of worlds carbon footprint, use 20% of the worlds drinking water and generate 40% of our waste. NABERS is a rating system that analyses data to accurately measure the performance and impact of a building. However the program itself was complex, the brand was not effectively positioned or well articulated, the visual identity was dated, and the star rating logos were not being used to promote good performance. A comprehensive rebrand was required to position the brand for growth and to better engage the commercial sector.

We led a brand development programme including client workshops and qualitative research. ‘Northstar’ became the unifying brand idea, with the tagline ‘building data for a more sustainable future’. Their ambition is to 'Inspire economies to reward higher environmental performance through benchmarks'. A refined and contemporary logo was designed to work perfectly across multiple sizes and channels, with a comprehensive suite of star rating systems, logos and icon illustrations. We then designed the brand assets including templates, stationery, website, signage and more. This traditionally complex rating system now has a progressive brand fitting of the innovative, sustainable design they advocate for.

The new brand played a critical role in a broader expansion plan for NABERS. Since brand launch: – There has been a record uptake in shopping centre certification (148 in a year) – A 32% increase in NABERS Indoor Environment ratings (65 buildings) – A Carbon Neutral Building certification was launched – The Public Hospitals rating launch was the most successful ever (274 in year one) – NABERS certification for Apartment Buildings was launched Since 1998, NABERS have helped Australian buildings save more than $790 million in energy and water bills, and avoid over 5.4mil tonnes of CO2 from being released into the atmosphere.

The entire rebrand process included: – multiple workshops with the NSW government – qualitative research with staff, developers, building managers and tenants – Competitive analysis – insight discovery and positioning – key message development – identity design – identity application and rollout of all brand assets – brand launch