Following organisational changes, State Trustees recognised the need to better reflect their client-centric focus and relevance for Victorians, and increase their brand awareness.
Defining a new Client Value Proposition that captured the whole business was the first step, working closely with the Brand and Marketing team.
Through qualitative interviews and workshops with employees, partners, the board and most importantly, clients, we uncovered the core themes that delivered value for the people State Trustees serve, matching organisational intention with the lived experience of clients. These themes stretched across the business – from essential services such as Financial Administration to Trustee Services covering Online Wills and Power of Attorney.
The new CVP captures what makes State Trustees unique: their comprehensive expertise, enduring accountability and the diligent care taken with clients. And what it means for their clients, empowering them with confidence gained from knowing their financial and legal affairs are in good order.
To bring the CVP to life, we repositioned the brand ‘For all Victorians’, refreshing the brand identity and working with State Trustees network of partners to update the digital experience. We’ve modernised the logo for accessibility and designed a warmer, friendlier identity system leveraging the ‘heart’ in the logo and depicting what ‘good order’ means for clients. With clear design principles behind it, the system is practical to implement using stock imagery and a multi-purpose visual asset library.
Launching the CVP internally first has provided employees clarity, unity and acknowledgement that the changes they’ve made internally and their renewed focus on the client experience resonated with the people they serve. Supported by a launch campaign focussing on awareness and relevance, the refreshed State Trustees brand elevates its commitment to serving all Victorians.
