IBAC Brand Refresh

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How do you design approachable integrity?

IBAC is Victoria’s agency responsible for preventing and exposing public sector corruption as well as police misconduct. They found they had a problem: people didn’t really understand what IBAC stood for or what they did. The brand was considered unapproachable, and having been in place for 10 years, no longer supported the organisation’s vision and strategy.

Think HQ conducted an audit of the current visual identity to identify common inconsistencies and difficulties of application. The recommendation was to retain the existing IBAC logo and the strong connection to the hero colour purple, both of which have strong recognition in the community.

Then, based on insights uncovered by Think HQ’s Strategy and Insights team, we developed a refreshed visual identity.
This new system retained the strengths of the old visual identity, but brought in the contemporary energy and approachability that the organisation was lacking.

We extended the colour palette – the original brand purple was enhanced with lighter and darker shades that provide depth, contrast, and a more modern aesthetic. Accent tones of orange and yellow provide warmth and energy. There is a also a specific colour palette that has been developed for use with communications regarding Victoria Police, making them easily distinguishable from those related to Public Sector matters.

We introduced a more contemporary typeface: National 2 by Klim Type Foundry, which is a deceptively simple sans serif with subtle details that give it a distinctive – but not distracting – personality. We also developed a flexible design system that results in clean and minimal layouts intended to reflect the clarity, straight-forwardness, and transparency of this organisation that upholds the integrity of Victoria’s public sector.

As lead designer on this project, I created the initial design concepts that were presented to the client and then worked with them to implement their feedback throughout the design process. I also developed the brand guidelines and oversaw the application of the brand across all required collateral.