The Domestic, Family and Sexual Violence Commission (the Commission) works to amplify the voices of people with lived and living experiences of violence.

The executive agency was established in July 2022 with a national aim to end gender-based violence by shaping policy design and service delivery, fostering collaboration and coordination across government and community, providing strategic advice, and promoting evaluation of the National Plan objectives.

To connect with its varied target audiences of peak organisations, frontline and support services, state, territory and local governments, and people with lived and living experience, the Commission required a distinctive, informative brand identity and website representative of its strategic aims.

BEING was commissioned to co-create an inclusive, meaningful identity for the brand.

Strategy

The project commenced with a three-hour strategic workshop guided by the trademark BEING Connection Strategy Model, discussing the Commission’s ecosystem map, determining brand archetypes, reviewing peer brands in the sector, identifying common design and photography conventions, and unpacking initial concepts.

The workshop highlighted some valuable insights — particularly the Commission’s unique voice into both government and community.

Branding

Inspired by workshop discussions emphasising the desire to represent the Commission as a connecting body, the identity uses a speech bubble motif to symbolise the connection and coordination of community and government aims — allowing audiences to see themselves represented in the identity.

The brand personality is clear and direct. Key messages lead with verbs, enforcing the urgency to act immediately. While the personality also incorporates inspiring language, its main aim is to avoid ambiguity and focus on primary goals in the Commission’s strategy, so its role is clear to everyone.

The speech bubble can be used as a graphic device in a number of ways. The first features two connected speech bubbles, which can be scaled at different sizes depending on the application. The second represents a network of conversations and can be used to demonstrate pathways to change. The third signifies the same network, but with bubbles in different sizes for emphasis.

The speech bubble can also be displayed in an enlarged super crop — nodding to the theme of pathways while retaining the idea of connecting parties in conversation.

The identity’s neutral colour palette includes complementary shades of orange and blue for striking pops of colour. An extended palette of green, cobalt and purple can be introduced to infographics, animation and other select applications.

In certain cases, photography can be implemented inside the bubble. It may feature aerial environmental photography to convey a sense of big picture thinking, close-up textural photography to convey meaning, positive people-focused imagery, or logos and imagery from contributors and partners.

The flexible design system enables dynamically structured content for a wide variety of executions, with different options for outline intensity.

Website

Development of a multi-phrased website is now in progress. This will be rolled out in two phases, in order to make the Commission’s public-facing identity live as soon as possible and begin building brand recognition. Both phases of the website include copywriting, design, development and user testing.


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