Victorian Public Sector Graduates

To better understand the audience, we surveyed over 300 graduate students and conducted 12 in-depth interviews of students and VPS key stakeholders and internal team members to deeply understand the opportunity.

We then worked with the VPS team to define the key opportunities for impact and metrics be which we would measure out impact. Quality of applicant, diversity and inclusion were identified as the key opportunities and goals for this project to deliver.

We then co-designed a brand and communications strategy with a diverse representation of the intended audience and key VPS stakeholders outreach strategy. We then worked with our internal and external team of designers, copywriters, photographers, and project managers to deliver the creative, photoshoot, content, digital assets and channel strategy in a playbook format, which could used as a guide by the VPS team for future initiatives..

Our brand strategy and design of visual assets included a style guide, design standards, as well as a range of finished art assets across web, print and MS Office. We tested ideas, messages and value propositions with intended audiences to ensure they resonated effectively. All content was also tested for visual accessibility, and reviewed against Victorian Government cultural and diversity guidelines to ensure strict adherence. Finally, we shared the process and playbook with the VPS team to transfer knowledge and empower the internal team to take the playbook forward and be able to effectively implement into the future.