How a brand refresh is helping Guide Dogs Australia transform its national approach Marketing and comunications centre of excellence leader shares the historic work to launch the first national brand in 60 years and the client-centric collaboration it's triggered Shifting perceptions of guide dogs as a literal representation of Guide Dogs Australia’s trusted services to icons of the powerful attributes driving the not-for-profit’s wider approach is the “bodacious” goal behind a landmark national brand effort. Guide Dogs Australia was established in 1958 and runs on a federated model, with participating states localising brand, services and programs of work. A decision to unite to better communicate the breadth of services the organisation provides people with low vision or blindness has led to a transformative program of work that has gone well beyond a visual brand refresh.