The Regional Centre for Culture 2018 (RCC 2018) is an initiative of Creative Victoria in partnership with the Dja Dja Wurrung Clans Aboriginal Corporation and four local government areas of central Victoria. We developed the brand identity for the inaugural year, supported with a year long marketing and communications plan revealing the moments of surprise and delight to be found in the rich programming of events, exhibitions and performances.

We designed the RCC 2018’s identity to express the layered and multi-faceted experiences that the Regional Centre for Culture delivers for central Victoria. The multiple layers to be found in the program across many different people and communities are represented in the multiple layers of the organic circle, giving the logo an iconic visual appeal. The movement throughout the symbol evokes a sense of travelling and the lines are reminiscent of the gradient contours on a geographical map.

We created owned channels on Facebook, Instagram and Twitter and steadily built a large engaged audience across Victoria. We amplified our messaging alongside local channels - print, V/Line, posters, local government, and partner channels Broadsheet and The Design Files.