Work Health Complaints Commissioner

Deliverables
  • Logo design
  • Brand design & style guide
  • Print collateral
  • Photography
  • Content writing & editing
  • Website design & development
  • Website monitoring & patching
Overview

It’s important that Victorians are given the ability to have their voice heard in regards to criticisms surrounding the health sector. The HCC provides just that, advocating for consumer rights amongst the health service sector, helping to resolve complaints and providing outreach programs to providers, agencies and their staff. HCC engaged Icon to help them take a step back and assess and improve on their external communications, including the development of a new brand mark, website and digital communications collateral.

 
Awards

National — 2016 Finalist in the AMI Awards for Marketing Excellence
Category —  Public Sector Marketing 

Background

FINDING THE ESSENCE OF HCC’S BRAND

This complex, integrated project required rigorous planning and a stepped approach. The process began with a number of discovery sessions involving key stakeholders to gather valuable information on the HCC, its members and the project’s requirements. Integral to the rebranding was the discovery and exploration of HCC’s personality, attributes, values and emotional and rational benefits. To underpin HCC’s core beliefs and guide our creative output moving forward, we needed to generate a new positioning statement and call-to-action, which would go on to shape the brand and website as the project rolled out. 

Challenges

USING DETAILED PLANNING AND OPEN COMMUNICATIONS TO KEEP A BROAD TEAM INFORMED AND ON-TASK

Supplying a wide range of deliverables required careful planning, cross-agency alignment, and face-to-face teamwork. Working the HCC team our producers and account managers developed a list of deliverables, requirements and timings for the three main projects – brand, website, and print materials. Review stages ensured a consistent roll-out of HCC's newly developed brand values, style guide, website and information collateral.

Solution

Using an integrated service mix to deliver a seamless brand experience

With outcomes from our stakeholder sessions and guidelines in place, we began developing the style guide and brandmark. After multiple rounds of developing different looks and refining them, we settled on a brandmark consisting of three arrows (representing the three key stakeholder groups) pointing towards the HCC. The style guide was outfitted with brand colours and fonts, display rules and variations to ensure future collateral was consistent to the new HCC brand.

The new website was designed with a ‘user first’ philosophy, with key user journeys and landing pages identified designing the new IA. The new homepage was designed to give users clear pathways and channels for submitting complaints, understanding the complaints process and understanding health records. The new site also features a variety of tips for code of conduct, handling complaints, prohibition orders, news/events and general information.