State Trustees

Here for all Victorians, always

Defined a unique client value proposition for the organisation

Repositioned the brand to reflect the people they passionately serve

Refreshed the brand identity to be more authentic, human and modern

Employing over 500 people and supported by the Victorian Government, State Trustees provides crucial financial and legal services to people from all walks of life at important life moments.

Following organisational changes, State Trustees sought to drive changes in the perception of their brand to reflect their client-centric focus and relevance for all Victorians.

Through interviews and workshops, enduring accountability, expertise, and diligent care emerged as core themes consistent with the lived experience of clients and State Trustees' intentions. The brand identity needed to show the people they serve that they’re here for them – and how having your financial and legal affairs in good order gives you confidence in life’s important moments.

Complete confidence your financial and legal affairs are in good order.
Older woman in orange shirt smiling at camera with a coin and a document icon floating around
New state trustees website UI
Selection of digital ads
Left: Annual report. Right: Young man with Downs Syndrome smiling at camera with a sheild and a document icon floating around
Selection of social media posts
Selection of pages from the State Trustees brand guidelines

Explore your best next.

To discuss how we can help you with your brand ambitions and challenges, please get in touch with our founder, Rachel Miles.