Victorian Responsible Gambling Foundation

Creating a new era in tackling the state’s problem gambling

After conducting stakeholder research, Fresh developed a clear strategy and identity for the new problem gambling body, positioning the foundation as an independent expert in the field of research, education and treatment.

Taking a responsible approach

Launched in July 2012, the Victorian Responsible Gambling Foundation is an independent health body leading the way in fostering responsible gambling across the state.

Snapshot

Victorian Responsible Gambling Foundation Brand creation

The Challenge

To develop a strategic platform for the new responsible gambling body, to position it as an independent entity that connected with all key audiences – government, stakeholders, partners and the community.

The Solution

After conducting stakeholder research, Fresh developed a clear strategy for the new brand, positioning the foundation as an independent expert in the field of problem gambling research, education and treatment. Once established, the new corporate identity was then developed and introduced across a range of communications.

The new brandmark was designed to reflect a foundation that is open, approachable and progressive, with a strong sense of optimism and momentum. A key consideration was also to develop a brand identity and architecture that worked well with key sub-brands, such as Gambler’s Help and Gamble Aware.

Fresh also developed a comprehensive style guide governing the use of the brand identity, to ensure consistency across all applications. We also created branded stationery, business templates and marketing communications in time for the independent body’s launch.

“The strategic insight that the Fresh Brand team brought to the development of our brand and values was immensely valuable. They helped us clarify our purpose and create a sense of unity when the Foundation was being established. Fresh Brand deliver outstanding creative results and their team are great to work with. Thanks!”

Simone Martin – Manager, Community Education and PreventionVictorian Responsible Gambling Foundation