Navigating Branding Forward

Victorian Regional Channels Authority (VRCA) manages commercial navigation in the port waters of Geelong and Hastings and an oversight role for the Port of Portland.

– Brand Identity
– Marketing Material
– Website

Challenge

As a state government authority, the VRCA needed to update its identity and website to better reflect the seriousness of its responsibilities in keeping Victorian bays safe. It's previous identity had become dated and didn't align with the Brand Victoria guidelines and positioning, while it's website was difficult to navigate and didn't cater to use on mobile devices.

Solution

Fluid developed a new identity that both stayed in line with Victoria's state government identity and helped distinguish the authority from the many other state authorities. The identity leveraged a diagonal strike-through graphic and combined it with a naval semaphore flag for safety to create something unique that is easily identifiable on the bay. The website overhaul radically changed the structure and usability of the brand's digital presence. The new platform enabled quick access to vital safety information such as Harbour Master directions, shipping movements, tides and weather alerts and live-feed cameras.

Outcome

The new mobile-friendly interface enabled much faster access, ensuring those who navigate the bay can get the information they need when they need it. The new identity stands out and is easily identifiable along the port and on advertising, giving the VRCA a renewed air of authority.

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