Victoria Welcome Your New Brand

August 12, 2015

Victoria has just received a $20M brand makeover, what do we really think Victoria? Well let me start…ahem…big big BIG miss.

Place branding can be one of the most challenging of challenges even for a specialist brand agency. Without true market research, strategy and a clear differentiated positioning how can an identity be bundled up with a campaign to create a long-term identity solution?

Three agencies were asked to pitch for the project and to tell Victoria’s story. The winning agency Oglivy Australia designed the new brand as part of a greater marketing and advertising campaign that Premier Daniel Andrews estimated could cost up to $20 million with a budget of $220,000 for the identity. Unfortunately I think the results speak for themselves. When a generic agency is appointed for a task like this over a specialist brand agency the solution is bound to be challenged.

At its heart a place identity has a number of stakeholders and interests to consider – Government, businesses, tourism trade and even the people. Then comes capturing the essence and soul and the goal of a new brand. The Premier said the branding was about finding a new way to sell Victoria's strengths. He said it represented a "fundamental shift" in attracting investment, improving services and creating jobs. How does this incredibly underwhelming ‘V’ do all that?

Most disappointing for us is the lack of soul and story. Victoria is a great place to live and has an amazing spirit. It has the potential to inspire, acquire and excite markets near and far. Unfortunately the mark lacks personality, creativity, innovation, and most importantly courage.

Reaction to the campaign on twitter has been mixed so far. It has been compared to the Fremantle Dockers jumper, the old State Bank of Victoria logo and the old "big V' VFL jumper. What do you think? Hit or miss?

Images: Herald Sun