Children’s Court of Victoria
31 January 2018
Becoming an independent court within the Victorian courts hierarchy was a defining moment in the 110-year history of the Children’s Court of Victoria. The Court chose Liquorice to help redefine their brand position and design a new identity system to bring it to life.
Through a strategic planning phase, we dived deep, researching the broader sector, the Court’s unique role in the community, and the needs of their many varied user groups. We then engaged with a key stakeholder group through a brand-focused workshop, ensuring an aligned vision that represented everyone within the organisation.
The outcome of this phase was a strategic brand brief, distilling the Court’s distinct and specialist jurisdiction, profiling their core audiences and identifying key emotional benefits for each audience. We also made a series of recommendations for the brand’s tone of voice and the most appropriate kinds of brand assets and tools. This went on to inform all subsequent creative work.
A brand identity system was designed around a large graphic ‘C’ which represents growth and progress. The idea of children, young people and families at different stages of growth, distilled as simple geometric forms, aims to communicate in a language which is accessible to adults and children alike.
A styleguide was created for the Court’s in-house team and other future suppliers to use in extending the brand. The Court had a defined budget and creating an achievable platform for them to build on has been key to the success of the brand. Along with a large collection of templates built for a variety of software platforms, this document has been a critical tool in ensuring an optimal level of consistency throughout the rollout.
As part of the initial scope of work, we explored a range of typical brand applications, from annual report and information booklet mock-ups to corporate stationery, signage systems and digital executions.
The creative work for the Children’s Court of Victoria was a challenging balancing act, aiming to convey the accessibility and diversity of its services while communicating the utmost integrity and responsibility in delivering justice for the community.