Client: Regional Development Victoria
Project: Regional Growth Fund

Regional Development Victoria’s brief was to develop an overarching brand, supporting brand strategy, plus guidelines and templates to launch the Regional Growth Fund.  The Fund offers an integrated ‘whole-of-state’ approach to the economic development of regional Victoria, with $1 billion committed over 8 years.  
 
Our task was to provide a strategic creative approach to develop a distinctive brand with a personality that would offer strong and instant recognition.
 
Our final design took its cue from the State of Victoria, and provides an excellent visual device and design elements to represent the Regional Growth Fund.
 
The mosaic map is a contemporary visual representation of Victoria, each facet representing a particular region.  It also says we are a state of many parts, many jobs to be done and building something together; and highlights the future focus of the Fund; and the innovative regional solutions it will support.
 
Importantly, the brand clearly positions the Government as the brand custodian and fits within the branded house that is the Victorian State Government.
 
GenR8 worked to maintain the vernacular that is regional Victoria, but didn’t want the brand to be country-centric. The brand needed to “talk up” the lifestyle and future of regional Victoria.  It needed to deliver an immediate sense of confidence, improvement and betterment.
 
Now the Regional Growth Fund has a brand that is optimistic and approachable, and reinforces the whole-of-state approach of the Fund.
 
It’s very Victoria.  And we are very proud.