I work for NSW

Australia’s biggest employer, the NSW public sector, needs the best and brightest talent and asked us to develop an employee value proposition with the aim of restoring the sector as an employer of choice.

Many government agencies report difficulties in attracting and retaining talent as the public sector is often perceived as slower-paced, bureaucratic, lacking in creativity and innovation.


NSW Public Service Commission – NSW Government


Research, stakeholder workshops, strategy, branding + design for online and offline channels.


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Following workshops and interviews we developed an overarching EVP brand, ‘I work for NSW’ and in doing so, we built a narrative about life in the sector to galvanize, instil pride and engage employees. With this narrative, we aim to create advocates of the 400,000-strong workforce and provide a platform that communicates the sector’s key values through real-life stories.


Followers on LinkedIn


Millions of unique page views of the website


Public sector workers


Percentage of public sector workers in NSW

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Since the launch, the website has received millions of unique page views and thousands of new LinkedIn followers.

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