VicTrack
Adding a new line
VicTrack
Adding a new line
Challenge
VicTrack owns Victoria’s public transport land, assets and infrastructure. While the existing visual identity presented professionally, it was limited in the ways it could be used beyond colour, type and photography.
A marketing strategy recommended they develop a graphic language which could be used across icons, illustration and animation.
Solution
Our work needed to complement the existing identity, so with triangles used extensively, we developed a linear illustration style which emphasised straight lines and angles. We created an icon set which served as a visual shorthand for VicTrack’s broad scope of activities.
With a visual approach in place we held a workshop with senior VicTrack staff to understand their communication challenges and outputs. The biggest recurring theme was explaining what VicTrack actually does in a simple and concise way.
We created a series of illustrations to explain VicTrack’s operations across different business units and how they all relate back to rail land.
Putting it to the test
Following our work on the graphic language we were tasked with using it across a series of animations to explain VicTrack’s $69 Million telecommunications transformation project – the Transport and Government Secure Network.
With illustrations created by us, we partnered with Never Sit Still and Vivi Feng to animate the first two films. A third is planned, along with a larger animated brand film which will bring together all of the work done to date.
“Visual identity work isn't always about the big transformation. Great value can be added by augmenting and improving existing design systems.”
