Challenge
The challenge was to create a visual identity for Victoria Police that increased the force's visibility within the community.

Creative Strategy
By using the distinctive blue and white check motif from the band of Victorian Police caps, the new brand mark effectively conveyed the tradition and modern profession of the force.

Creative Idea
A distinctive presence.

The ROI
The new brand mark has become an instant symbolic identifier for the community at large and was quickly adopted by other police forces around Australia.