The Australian Learning Lecture (ALL) is a joint initiative of the Koshland Innovation Fund and the State Library of Victoria. ALL recognises that learning is a life-long endeavour with multiple participants and has devised a program that aims to engage the widest possible audience. The biennial lecture series brings significant ideas about learning to public attention for national discussion. Nuttshell’s solution to the brand is clear, easily identifiable and memorable. It represents ALL’s core messages thereby driving engagement in its activities and traffic to its website.