This first major relaunch since opening its doors in 1997 was welcomed with enthusiasm and an influx of enquiries and interest in the new brand offering 


Established in 1997, The Customer Service Institute of Australia (CSIA) needed to shift their brand focus as Australia’s peak industry body, from ‘customer service’ to ‘total customer experience’. This was critical to ensure they remain relevant and lead the customer service industry by educating and engaging individuals and organisations.


With in depth customer, industry and competitor analysis, we repositioned CSIA as an energetic and inspiring leader in customer experience.

With a new prestigious and personable brand identity and messaging, Liquid repositioned CSIA as a customer-centric organisation. We created marketing collateral with clear messaging to position CSIA as the authority in customer experiences and designed their website with easy navigation and information to fulfil the needs of CSIA’s members.

We rolled out out the new brand across CSIA’s education and training division, relaunched their industry trade publication and renamed it ‘FOCUS’, designed their weekly email newsletter ‘The Lens’, as well as the digital marketing and promotions for CSIA’s events and programs.

Liquid also created new branding for initiatives run by CSIA such as ‘CSIA TEA’ and the Australian Service Excellence Awards. This included creating designs for the awards trophy, certificate, on-screen presentations, printed material and digital marketing before and after the awards.


Working with Sue and the creative team at Liquid has been an absolute pleasure. The entire team are a delight to work with. Sue and her team assisted CSIA to successfully complete a major brand overhaul of our logo, website, Awards program and all collateral associated with our brand.

Sue really understood from the outset what we were trying to achieve and delivered all components effectively and in a timely manner to the highest of standards. I would not hesitate in recommending Liquid for all your branding requirements.

Alison Brown
Head of Marketing

Liquid Creativity has been a trusted partner across the past two years during my time with the Customer Service Institute of Australia (CSIA). Working with them has been a truly collaborative and personalised experience. They are easy to talk to, intuitive and highly responsive.

Their team grasps the concepts and requirements to deliver exceptional results with very little revisions; and all within the required and committed deadlines. I cannot say enough of the quality, the speed, the attention to detail and the effectiveness of their work. It was my absolute pleasure to work with the Liquid Creativity team; and I have absolutely no hesitation in highly recommending Liquid Creativity to anyone and everyone!

Amanda Moroney
General Manager – Customer Success

Brand workshop
Brand template
Brand strategy
Brand identity
Logo design
Positioning strategy
Print design
Graphic design