DRAFT: Brand Book by 2B Published

Brand Book

Commonwealth Environmental Water Holder (CEWH)

Murray–Darling Basin

Protecting and restoring the s and tla ds of the Murray–Darling Basin

river

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Welcome to your CEWH Brand Book

Inside you’ll find a practical guide to our brand. This guide explains how our brand defines who we are and what we do, while informing what we say and shaping how we say it. By communicating our brand, our narrative, and our brand and our narrative clearly and consistently, we can connect with our audiences and help achieve our strategic objectives.

ABOUT CEWH

STYLE GUIDE

1. The CEWH. Who we are

6. Brand elements and guidelines

2. Our purpose

7. Brand fonts and guidelines

3. Our brand proposition

8. Brand colour palette

4. Our narrative

9. Brand images and guidelines

5. How we tell our story

10. Digital application examples 11. Display application examples 12. Corporate application examples 13. Other application examples

The CEWH Who we are: •

e are the national voice sharing the basin-wide story of W the benefits and outcomes of water for the environment across the Murray–Darling Basin.

•

e are a collaborator, working with state governments, W basin communities and First Nations peoples to achieve tangible outcomes for the rivers and wetlands of the Murray–Darling Basin.

Our Purpose The Commonwealth Environmental Water Holder (CEWH) protects and restores the rivers and wetlands of the Murray–Darling Basin. We deliver water when and where plants and animals need it most, including to our internationally recognised wetlands. We work in partnership with federal and state government agencies, basin communities, industry and are continuously learning from the vast knowledge of First Nations peoples to build a complete view of the Basin. Our work is underpinned by science, using monitoring, evaluation, and reporting techniques to ensure we are delivering tangible outcomes across the Basin.

Our brand proposition, what makes us unique We take a whole-of-basin view to managing water for the environment. This legislated role, supported by the The Commonwealth Environmental Water Holder (CEWH), is the national voice advocating in a complex political climate for effective and efficient use of water for the environment to preserve and protect the rivers and wetlands of the Murray–Darling Basin.

Our personality, how do people see us? Collaborative

Trustworthy

Transparent

Optimistic

Pragmatic

Efficient

Dynamic

Our narrative High level narrative • The Commonwealth Environmental Water Holder (CEWH), protects and restores the rivers and wetlands of the Murray–Darling Basin. • The CEWH is an Australian Government appointed position, legislated to deliver water for the environment to assist in protecting and restoring the rivers and wetlands of the Basin. • The Commonwealth Environment Water Office (CEWO) supports the role of the CEWH, with a dynamic team from a variety of fields including environmental and biological science, engineering, natural resource management, communications, research, project management and business services. • Together we deliver water for the environment to maintain and assist in improving the health of rivers and wetlands. • The Murray–Darling Basin is one connected system river system, and it is our role to take a basin-wide view to using water as effectively and efficiently as possible.

High level narrative (Continued) • We do this by working in partnership with federal and state government, basin communities and First Nations peoples ensure we have a good understanding of the Basin. • This allows us to manage the Australian Government’s $2 billion water portfolio set aside for the environment effectively. • We are transparent about how we manage this portfolio, complying with our legislative obligations under the Water Act 2007 and the Murray–Darling Basin Plan. • Our work helps to protect plants, animals and the iconic landscapes that rely on rivers, for the benefit of Australian communities, industries, and agriculture. • We have passionate representatives located across the Basin, providing us with a unique understanding of the needs of water users and the unique characteristics of each region. We listen and apply this local knowledge when considering our planning and water delivery. • Our work is underpinned by science, using monitoring, evaluation, and reporting techniques to ensure we are delivering tangible outcomes across the Basin.

Supporting narrative: • The rivers and wetlands in the Murray–Darling Basin provide water for towns, industries and for agriculture, making it necessary to actively manage the balance of water that flows through rivers. • We listen to First Nations peoples, our communities and to scientists to understand the impact of environmental water across the Basin. • Water for the environment in the South is set aside most often in storages and released into rivers and wetlands to support the plants and animals that live, feed and breed in them. • In the Northern Basin, water for the environment is protected as it becomes available • Our water holdings are treated the same as an equivalent irrigator holding. Therefore, we have the same carryover rights, allocation percentage and ability to sell and trade as any irrigator with the same irrigation type.

How we tell our story We build our profile as the national voice for planning and delivering water for the environment across the Murray-Darling Basin. We share stories that demonstrate basin-wide environmental outcomes, and credit our states/partners for individual or joint state-based successes. We structure how we tell our story, layering our messages in the following hierarchy:

1. The need for water for the environment 2. Our purpose and role in water for the environment 3. Our role in managing the one, connected system 4. The sharing of case studies that demonstrate positive outcomes for the system We encourage our stakeholders to take pride and ownership through sharing content that details positive stories regarding water for the environment. We support our employees as brand ambassadors united under our single brand narrative.

Style & Brand Guidelines

The Brand

Visually the branding clearly communicates the following Who ‘CEWH is GOVERNMENT CREST PROVIDES - credibility - reassurance - authority

Why ‘CEWH’ exists POSITIONING LINE - clearly says what CEWH does and why

How ‘CEWH’ operates ICONS - also referred to as outcomes - these icons clearly communicate the areas of focus for CEWH - new ‘Community’ icon developed and added, to acknowledge the diverse and important communities

Call to action “WaterfortheEnvironment.com.au” - its says exactly what CEHW does - it is a subtle but very strong ‘Call to Action’ for the brand

Brand elements Vertical logo lock-up

Government crest >

Positioning line >

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Requirements: Ratibuscias cus esto the ipidign atatur picipsam qui autati temolupt suscius. Sedicat ex eatia voloreri raestiad experem ex et magnate dolut lia dolor atis.

Outcomes/focus areas >

Icon Requirements: Ratibuscias cus esto ipidign atatur picipsam qui autati temolupt suscius. Sedicat ex eatia voloreri raestiad experem ex et magnate dolut lia dolor atis.

Call to action/domain name >

URL Requirments: Ratibuscias cus esto ipidign atatur picipsam qui autati temolupt suscius. Sedicat ex eatia voloreri raestiad experem ex et magnate dolut lia dolor atis.

Horizontal logo lock-up

Narrow logo lock-up

Brand fonts Vertical logo lock-up

FONT >

Roboto Light Google Font Download: Ratibuscias cus esto ipidign atatur picipsam qui autati temoluptatet es suscius. Sedicat ex eatia voloreri raestia ium ea ad es experem ex et magnate dolut lia dolor atis.

FONT >

Roboto Bold FONT >

Tahu

Colour palette Corporate Colour

CEWH Dark Blue CMYK - C## M## Y## K## RGB - R## G## B##

Accent Colour

CEWH Dark Orange CMYK - C## M## Y## K## RGB - R## G## B##

Program/Outcome Colours

CEWH Green CMYK - C## M## Y## K## RGB - R## G## B##

CEWH Light Blue CMYK - C## M## Y## K## RGB - R## G## B##

CEWH Purple

CMYK - C## M## Y## K## RGB - R## G## B##

CEWH Light Orange CMYK - C## M## Y## K## RGB - R## G## B##

Water colour texture

Vegetation Food Webs and Water Quality Fish

CMYK - C## M## Y## K## RGB - R## G## B##

CEWH Dark Green

Brand texture

Brand Icons

Biodiversity

Ecosystem Diversity

Community

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Brand Images CHOOSING IMAGES: Images and photography used in documents and products should be chosen based on who the target audience is for. Different CEWH programs and services may use different images and photography based on their target audiences. Contact the CEWH Communications team for access to imagery you can use for documents and products if required.

NOTE: Images displayed are for illustration purposes only. Not all images shown are part of the CEWH image library.

STOCK IMAGE OPTIONS: Below images are from iStock Photo

NOTE: Images displayed are for illustration purposes only. Not all images shown are part of the CEWH image library.

Brand application

Example Social Media + Accent Colour Options CEWH Water for the environment

CEWH Water for the environment

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CEWH Water for the environment

waterfortheenvironment.gov.au

CEWH Water for the environment

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CEWH Water for the environment

waterfortheenvironment.gov.au

Brand application Example display signage

Brand application Digital example

Brand application PowerPoint example

Brand application Example Factsheet

January 2022

Macquarie River Valley 2021–22: Update 1

OBJECTIVES:

• Support feeding habitat and colonial waterbird breeding • Maintain connectivity between the Macquarie River/Wambuul, Macquarie Marshes and Barwon River • Support native fish breeding, recruitment and movement • Maintain inundation of wetland vegetation TIMING: Winter 2021 to autumn 2022, as required TARGET AREAS: Macquarie River/Wambuul to the Barwon River and the Macquarie Marshes

Intermediate Egret and chicks, Macquarie Marshes, December 2021 (photo: Nicola Brookhouse, NSW EES National Parks Wildlife Service (NPWS)).

Waterbirds are breeding! The widespread rainfall over the Macquarie catchment in late 2021 has meant significant river flows and wetting of the Macquarie Marshes. The waterbirds are benefitting from these wet conditions with egrets, herons, ibis, cormorants, and darters nesting in colonies throughout the Marshes, along with a range of non-colonial species like ducks, waterhens and terns. The iconic Macquarie Marshes has supported some of the largest colonial waterbird breeding events in Australia. The most recent major nesting events occurred in 2016–17 and previously in 2010–11. As at December 2021, the largest colonies in the Marshes were made up of ibis (Australian white, straw-necked and glossy) and combined egrets and night herons (primarily intermediate and eastern great egrets). There has been a long-term trend of declining waterbird populations across the Murray–Darling Basin so these large colonies are critical to sustaining and ultimately recovering waterbird populations. The NSW Department of Planning and Environment and the University of NSW continue to monitor the size and health of the colonies, now numbering around 20 colonies, ranging between 30 and 15,000 nests in size.

Connecting flows

Checking on waterbird colonies (photo: Nicola Brookhouse, NSW EES NPWS). Colonies are not publicly accessible.

Flows through the mid and lower Macquarie River have arisen from widespread rainfall, tributary flows, managed water for the environment, and Burrendong Dam flood mitigation zone releases. These have connected river, wetland and floodplain habitats and allowed movement and breeding opportunities for native fish and other aquatic animals. Important connections are also being made with the Barwon River, ideal for migratory species like golden perch. Checking on waterbird colonies (photo: Nicola Brookhouse, NSW EES NPWS). Colonies are not publicly accessible.

T: 1800 803 772 E: ewater@environment.gov.au

Brand application Example Report Covers

Commonwealth Environmental Water Office Water Management Plan 2021–22

Brand application Example Biz Cards

river

Protecting and restoring the s and tla ds of the Murray–Darling Basin

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FRONT

Jane Doe Smith JOB TITLE GOES HERE

Phone 02 6200 0000 Mobile 0400 000 000 Jane.Smith@cewh.gov.au

BACK

10 Address Street NSW 2000 Po Box 1000 Postal Address Here NSW 2000

Protecting and restoring the s and tla ds of the Murray–Darling Basin

river

BACK

we n

Jane Doe Smith JOB TITLE GOES HERE

ph 02 6200 0000 m 0400 000 000 Jane.Smith@cewh.gov.au

Brand application Example topic based application

Brand application Example operational uniforms

Commonwealth Environmental Water Holder

WaterfortheEnvironment.gov.au

Commonwealth Environmental Water Holder

WaterfortheEnvironment.gov.au