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Children's Court of Victoria

Creating a flexible brand for a unique organisation

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.
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.

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.


Brand Strategy

Creative Direction




Design: Shane Loorham and Andrew Fiscalini

Creative Direction: Shane Loorham

Project Management: Anna Gowers

Photography: Sarah Anderson

We live and work on the lands of the Wurundjeri people.
We acknowledge their ownership of the land and pay our respects to their Elders past, present and emerging.