Key Dates

17 Nov 2022 -Launch Deadline
01 Dec 2022 -Standard
19 Dec 2022 -Extended Deadline
22 Dec 2022 -Judging
19 Jan 2023 -Winners Announced
Saturday, 22 November 2025 11:00 local time

SERV brand creation

Secure Electronic Registries Victoria (formally Victorian Land Titles Office) / Traffic | Graphic Design - Identity and Branding - Government

 
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Project Commissioner

Secure Electronic Registries Victoria (formally Victorian Land Titles Office)

Project Creator

Traffic

Project Overview

A world class brand identity for an innovative data insights and technology company, a cornerstone of the Victorian economy.

Team

Andrew Begg - CEO / Creative Director Jeremy King - General Manager Laura Simpson - Brand Strategist / Account Director Matt Smith - Digital Director Elex Zhang - Senior Designer Gabrielle Versace - Graphic Designer Tony dos Santos - Senior Digital Designer Emily Allen - Digital Producer

Project Brief

Traffic was engaged to undergo a brand transformation by The Victorian Land Registry Service (VLRS), the first commercial entity appointed by the Victorian Government to run the Land Titles Registry (formerly the Titles office). Establishing credibility through their management, improvements in customer services and investment in upgrading the technical infrastructure, it was time for the brand to review its identity. Looking to take the next step on their mission to become one of the most trusted data, technology and registry companies in Australia.

Working closely with the executive leadership team to explore the past and define future goals, Traffic engaged with key stakeholders, including government, board, internal team leaders as well as customer interviews to inform the brand strategy.

With the brand strategy endorsed and providing a clear direction for the future, it was clear a new brand name, logo, visual identity and tone of voice were required to meet the ambition for the new entity.

Project Innovation/Need

Key to success was bridging the legacy of the registry's history with their future aspirations. A vital part of the Victorian economy, they support more than a million property transactions every year, maintain the integrity of one of Australia’s largest registries, and provide actionable industry insights.Taking the 160 years heritage that earnt the trust of the public as a world class public institution, and position as a contemporary entity performing toe to toe with the corporate world in data services, solutions and insights.

Design Challenge

The entity needed the flexibility to exist not only as a vital service for the Victorian public, responsible for handling the data of every property transaction. As well as be seen as a contender for private contracts that would see them compete as a leading source of data and insights to top tier clients. Integral to this was maintaining trust as custodians of the registry, in order to justify the privileged access to single source data to develop products, services and solutions.

The brand identity needed to distil the breadth and complexity of the brand to its core essence. VLRS was changed to Secure Electronic Registries Victoria, or SERV. Easy to recall and use in conversation, it emphasises the brand’s reason for being, i.e. to ‘serve’ the people of Victoria.

The new SERV brand identity celebrates the origins of the brand, while steering it into the future, embracing technology and innovation. The identity looks as shape and colour to create a sense of how technology can influence and enhance our everyday lives. A notion that is encapsulated by the fluidity of the lines, colours and logo mark.

Effectiveness

On 30th November 2021, Secure Electronic Registries Victoria was launched, but you can call them SERV. CEO Andrew Faber said of the rebrand “SERV is the beginning of an exciting next chapter of our journey and captures the essence of who we are, what we do and the role we play. SERV more accurately reflects our commitment to creating public good, our role as a custodian of the Victorian Titles Registry and our responsibility to maintain the security of that data, and our desire to contribute to the economic vitality of the State, all of which are of paramount importance to us.” he said.


Graphic Design - Identity and Branding - Government

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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