Simplifying Complexity to Drive Awareness and Action for Australian Businesses
I developed a two-phase awareness and transition campaign for the Australian Taxation Office’s Online Services for Business, replacing the retiring Business Portal and requiring a major behavioural shift among users. Phase one focused on educating small business owners about the benefits of the new platform, while phase two introduced urgency ahead of the portal’s closure. I translated audience insights into simple, benefit-led messaging supported by social media assets and animated digital displays that made complex tax information easy to act on. Collaborating with internal stakeholders, I ensured alignment with the ATO’s broader digital strategy. The campaign delivered 8.9 million impressions and 35,000 clicks, exceeding all benchmarks, with urgency-driven creative in phase two prompting the strongest uptake.
My Role: Concept, Design & Art Direction
