In partnership with Cricket Victoria, I was responsible for building and rolling out the Victoria Health Club brand. Provided with only a logo, I developed a full visual identity that balanced the logo’s strong, masculine energy with a welcoming, inclusive atmosphere. This was achieved through careful selection of imagery featuring adults with realistic body types, friendly expressions, and diverse age groups, ensuring the brand felt relatable and inviting.

I created a comprehensive brand guide that covered logo usage, co-branding, typography, and colour systems. A key focus was accessibility, ensuring all digital assets met AA compliance standards and were inclusive of all abilities.

The rollout spanned internal signage, digital and social media assets, and large-format applications, including construction fence wraps, marquees, and street furniture screens throughout Albert Park area. The result was a unified, accessible, and community-oriented health and fitness brand that resonates with everyday Victorians.