Completed at Designworks
Creative Direction Clinton Duncan
Design Ali Ozden, Jacob Mahoney, Holly Turpin, Jerome Lousick
Brand Victoria had become diffused. Many brands, telling the same story, often competing for attention, never capturing the imagination. The brief tasked Designworks to very quickly to develop a single, unifying, overarching brand for Victoria to promote tourism, trade, investment, immigration, development, major events and service delivery to the people of Victoria.
We created an overarching brand architecture that organised and aligned the entire network of Victorian Government departments, agencies, entities and organisations. The solution unified the brand portfolio to amplify Victoria’s profile in Australia and overseas.
The brand mark, known as the Big V, draws from established visual equities and speaks to the state’s intersection of diverse experiences. Brand Victoria is a bold, dynamic expression of Victoria.