Respect Victoria Brand
- Studio Binocular
- The Shannon Company
Branding for the Victorian Government’s new agency for the prevention of family violence – Respect Victoria. In aspiring for a future where all relationships are governed by respect and equality, Respect Victoria will challenge the key drivers of family violence – working with the community to change the culture that allows family violence to happen in the first place.
This brand project included brandmark, visual language, key messaging, tone of voice, art direction and brand guidelines.
The Respect Victoria brand is designed to represent an open conversation with the community about family violence. It is designed to show that violence prevention begins at the very start – in the way that we all think and talk.
Through connected conversations, diverse imagery and bold language, the Respect Victoria brand is designed to communicate honesty, connectivity and collaboration – that a violence-free Victoria is something we’re all working towards together.
The strong use of typography and the frank tone of voice play an integral role in the brand’s bold personality and contribute to its enduring message of long-term generational change.
Respect Victoria as an organisation is designed to transform attitudes, driving behaviour change in the community to address the cultural norms from which family violence grows. The design of the Respect Victoria brand positions the organisation as expert and authoritative – increasing its capacity to lead change. Particular care was also given to ensure the accessibility of this new brand, ensuring it communicates in an inclusive and easy to understand manner, to bring all Victorians on the journey to prevention.