The problem
Every day, Victorians rely on transport to get where they need to go — whether it’s by bus, boat, or booked ride. Safe Transport Victoria was formed to manage safety across all three, bringing together previously separate agencies into one unified regulator.
With multiple teams, messages, and audiences communicating in slightly different ways, the challenge was clear: without a shared way to speak, plan and show up, even the most important messages risked getting lost in translation.
Colours had been carefully considered to represent the bus, maritime and CPV industries.
The insight
Safe Transport Vic speaks to a complex mix of people: operators, regulators, industry partners, the travelling public, and its own internal teams. Each with their own context, expectations and information needs. What worked for the maritime sector wouldn’t land with Commercial Passenger Vehicles. What mattered to internal staff wasn’t what a bus operator needed to hear.
To bring consistency without flattening nuance, we needed a framework that could flex across use cases — but still feel like one brand, every time.
The Hero Asset arrow brings a sense of movement throughout layouts in a range of ways that engage audiences.
The solution
We worked with Safe Transport Victoria to develop a creative strategy designed to help every team across the department deliver with clarity, confidence and consistency.
At its core: a practical system that maps audiences, defines messaging principles, and sets the tone — professional, approachable, informed and above all, safety-first.
That strategy came to life through a shared tone of voice, audience playbooks, and a flexible messaging framework. Visually, we helped extend their identity system — using the Safe Transport Victoria arrow device to link brand, messaging and layout in a way that’s recognisable and responsive to any channel.
Now, whether it’s a safety campaign, internal comms, or a compliance email, Safe Transport Victoria has the tools to speak with one voice — no matter who’s holding the mic.