Projects

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.

A range of collateral mock-ups were created to demonstrate the flexibility of the visual system, including a proposal for the Little Lonsdale Street entrance.

A range of collateral mock-ups were created to demonstrate the flexibility of the visual system, including a proposal for the Little Lonsdale Street entrance.

We art-directed a shoot with photographer Sarah Anderson capturing the Court in action and a number of their key people going about their day.
We art-directed a shoot with photographer Sarah Anderson capturing the Court in action and a number of their key people going about their day.

We art-directed a shoot with photographer Sarah Anderson capturing the Court in action and a number of their key people going about their day.

Following the internal launch of the brand, the Court’s 2014-15 Annual Report (above) acted as a flagship publication, announcing the new brand to the wider community. We subsequently extended the brand’s range of expression through the 2015-16 report cover.

Following the internal launch of the brand, the Court’s 2014-15 Annual Report (above) acted as a flagship publication, announcing the new brand to the wider community. We subsequently extended the brand’s range of expression through the 2015-16 report cover.

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.