IP Australia UpSkill

Automated Digital Learning System for startups and small business

IP Australia are the Australian Government agency that administers intellectual property (IP) rights and legislation relating to patents, trade marks and more. Their vision is to deliver a world leading IP system that builds prosperity for Australia.

The Business Problem
IP Australia is charged with administrating intellectual property rights, helping stimulate business growth and protecting innovation for the fast moving startup and SME economy. The organisation must reach this audience of new business entrepreneurs and grow their trade mark protection knowledge and application.

PENSO's Solution

PENSO delivered the strategy, design, development and implementation of an engaging multi-channel knowledge program that mixes SMS, email and online learning.

Key to the program’s success is PENSO’s work designing and developing a new Learning Management System (LMS) that is integrated into the IP Australia master web portal.

PENSO used a best-practice MVP approach for this work so we can test, learn and adapt from the user uptake and experience. The work also harnessed existing marketing technology at IP Australia to deliver a knowledge program that guides small business on IP.


  • Channel Planning
  • Research & Insights
  • UX Strategy
  • Web Development

The Result

UpSkill is the latest innovation from IP Australia. The Digital Training System is a free, easy to use five step education program that teaches businesses all the basics you need to know before submitting an IP application.

Using digital-first media channels to promote UpSkill to a wide audience, the work contributes to Australia's innovation system and enables IP Australia to advise businesses how to make the most of their IP.

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