The makeover was initiated by the Federal Government and forms the crux of a three-year marketing programme called Partnerships For Investment.
Overall, the programme is designed to enhance Australia's reputation as an investment destination, increase the recognition of its industry strengths and lure more direct foreign investment that can support sustainable industry growth.
Technology Australia is the programme's core brand, to be coordinated by the national investment attraction agency Invest Australia. It is a joint initiative of the federal Department of Communications, Information Technology and the Arts and the Department of Industry Tourism and Resources.
Small Sydney shop Brand By Voice (BBV) will engineer brand development and advertising campaigns.
The Government has not disclosed a breakdown of spend on the initiative.
Technology Australia is intended to help promote the strengths of Australia's information and communications technology, biotechnology and nanotechnology to the world. The Government hopes the campaign will present Australia as a vibrant and intelligent place in which to conduct business.
A key part of the marketing plan includes an integrated online strategy, global industry events, engagement of Australia's expatriate network to sell messages abroad and building strategic alliances.
"Last financial year, exports of computer and information services grew by 14 percent, reaching A$1 billion (US$775 million) for the first time," according to a statement from the office of Ian Macfarlane, minister for industry, tourism and resources.
"Yet Australia's technological strength is largely a well-kept secret around the world. This specifically-focused marketing plan is the first time the commonwealth, state and territory investment agencies have come together to work under an integrated national approach."
BBV has forged a niche in branding and creative concept generation in Australia, with clients including Nokia, Vodafone and Caltex. It reportedly won the Invest Australia business due to its ability to turn work over quickly and think laterally.