Brandits

What isn't working for the brand today:

• Challenges with existing logo and name.

• Language and positioning is technical and inaccessible.

• Individual branding for each product obfuscates the OGP brand.

• We do a poor job of communicating our brand externally.

• Lack distinction in purpose and audience.

• Lack of care for the brand.

The fundamental problems we're here to solve:

• Prove that government can be as effective as the world's best tech companies.

• Bridge between what is possible with tech and what citizens experience.

• Change the way government builds and uses technology.

• Attract top talent to work on public sector problems

• Serve citizens.

• Inspire community.

The future we want to create:

• Tech that pushes beyond the status quo.

• Inspired citizens and public officers.

• Faster deployment of better tech solutions.

• Tech enables policy to drive positive outcomes.

• Seamless world class tech from government that makes citizens feel seen and supported.

• Greater capabilities and capacity within government to deliver tech successfully.

Our promise to citizens:

• We promise to operate responsibly for public good.

• We promise to continue to push to be better.

• We promise to focus on real problems.

• We promise to put citizen needs first and collaborate with users in solving problems.

Who we are here for (and who we are not):

Primary audience:

• Members of public (who expect government services to work like their favourite apps).

• Public officers (who are frustrated by poor technology and processes).

Secondary audience:

• Government Leaders who want to leverage technology to make the government more effective.

• Tech Talent who may be interested in using their skills and capabilities for public good.

Non-audience:

• Agencies and people who prefer to maintain the status quo

• Political office holders

• Complacent citizens and public officers

• Other governments

Why us? What makes us meaningfully different?

• Founder-led via Hong.

• Leverage policy and tech integration.

• We have the courage to question and push back even when it’s the unpopular thing to do.

• We have flexibilities that enable us to experiment beyond what other agencies may be able to do.

• Earnest dedication to engage the public, frequently out of the building and on the ground.

• Our organisation is optimised for iteration valuing experimentation over stability.

• We don’t have any mandate restrictions enabling us to operate across the government.

• We empower people to do the right thing, encouraging autonomy with accountability.

• Radical transparency, we proactively back up our work with the receipts.

These are a set of principles that guide behaviour when tradeoffs are hard:

• Citizens first.

• Do the right thing to solve the right problem.

• Don’t settle.

• Empower our people.

• Help each other succeed.

• Radical transparency.

• Culture of experimentation means we’re okay to fail.

How we should sound, look and feel.

• Helpful neighbour who is tech savvy and can help you with your wifi problems.

• Honest, not afraid to tell hard truths.

• Unexpected in government (colour in a black and white world).

• Intellectually humble.

• Curious empath.

• Maverick with a purpose.

• Caring disruptor.

• Accessible.

• Smart.

• Sincere.

• Passionate.

What is success from a brand perspective?

Members of public:

• People being able to differentiate between OGP & GT.

• People want OGP to build more apps.

• People talk about OGP in public spaces.

• People demand and expect higher quality from government.

• People expect the same level of transparency.

• People inspired to tackle their own challenges; self-organise hackathons.

Public officers:

• Shift the narrative from bad rep to good rep.

• More agencies and partners reaching out to collab

• “Have you heard?” PO excited about a new product we launched

• PO challenging quotes and timelines from vendors

What do we want our audience to know:

Members of public:

• Relatable impact not focused on metrics. Focus on people; our users’ stories.

• OGP are your biggest advocates in the government.

• Better tech in government is possible so they should expect more.

• We’re not perfect, help us.

• Our experiments - successes and failures.

Public officers:

• We care too, and we want to help you deliver value to citizens.

• We have good intentions and want to work the problem e2e with you

• We’ll be honest with you, including hard truths.

• Cheaper, faster, better; how we push the tech + policy boundaries.

• We’re not all Hong. We have other people too.