BREASTSCREEN
VICTORIA

A brand with diversity and community at its core...

Of course when one is working on a big design project, there are always the concepts that one was rather fond of that didn't get selected... in this instance I'm sharing one of the unsuccessful design concepts for the refreshed BreastScreen Victoria visual identity.

This design direction spoke to the individuality and authenticity of the human experience. Your life is a complex, layered, messy, beautiful pastiche of everything that makes you you – the people you love, the things you love to do. Looking after your health is just another element involved in living a rich and full life. BSV helps you to take care of yourself so you can continue doing and being all the things that make you the person that you are. Graphically, I sought to express this through unstructured, hand drawn shapes and linework, combined with collaged and torn paper to create an imperfect, organic texture that feels spontaneous and authentic.

I was aiming to creating an identity that is all about the "care" in healthcare, that would be a distinct and recognisable personality amongst a sea of similar organisations. I felt that it was important to steer clear of women's health cliches so as to be more inclusive of the many different people who need to access BreastScreen Victoria services.