Safe Transport Victoria

Safe Transport Victoria needed to develop their brand identity so that they could speak more inclusively to their very diverse audiences.

Overview

To help them to achieve this objective, STV approached Fluid to develop a new suite of brand illustrations. It was important that the new illustrations were visually distinctive, so that they could help to build the STV brand, and create more awareness in the community. As Safe Transport Victoria is responsible for managing the safety, compliance, accreditation and registration for commercial passenger vehicles, buses and the marine sector, our suite of illustrations also needed to include many forms of transport.

Fluid developed a unique suite of illustrations that could effortlessly flex to represent the rich diversity of our communities, and the many modes of transport that they use. Within the system we created, each character comes with a ‘mix and match’ range of elements including different facial expressions, and views from the front and side. The wide range of transport modes includes cars, taxis buses, mobility scooters, boats and paddleboards. The style of the illustrations is warm enough to be engaging, and detailed enough to depict specific safety related scenarios.

The result of this is a system of illustrations that will resonate with STV’s audiences and help to build stronger brand awareness. A comprehensive brand guide captures all of the elements of the illustration system as well as the principles for use. STV were delighted with the outcome!

Deliverables

Campaign Identity Illustration

Related Work

Fluid Branding is globally recognised as one of Australia’s leading branding agencies

Safe Transport Victoria