Visit Victoria

Creating an invisible brand.

Visit Victoria is the primary tourism and events company for the State of Victoria in Australia. They inspire people to visit Melbourne and Victoria through captivating stories and amazing events. Their purpose is to ignite and challenge any imagination. Our task was to update their brand.

The challenge was to create a brand that did not compete with the main business of Visit Victoria, which is to showcase the stunning Victorian locations and major events. As such we came up with a very contemporary brand, that uses negative space as a device to deliver each story, move into each landscape, and add air and space to each piece of collateral. In some respects an invisible brand.

Collateral designed: Business Excellence Guides, PowerPoint Template, Corporate Strategy 2019-23, Annual Report 2018-19.