The Association of Rangers and Conservationists Victoria is the peak state organisation representing Rangers and Conservationists in their professional development. It has a 50-year history with most existing members deriving from Parks Victoria. The organisation had to a degree become insular and there was a need to make ARC Victoria more relevant, with a wider appeal at a grass roots level. They approached Stephen to undertake a refresh of their brand identity with the goal of attracting new members by creating talking points with a new logo design and supporting brand collateral. Franklin developed a modern design with an approachable feel. He used a stylised Echidna embracing silhouettes of people, evoking a sense of support and community. The outcome was a simple and friendly identity the reflected the core messaging of the organisation - Represent, Connect, Develop, Support.
Creative Direction: Stephen Franklin
Graphic Design: Stephen Franklin
Creative Retouching: Stephen Franklin
![Black and white version of the ARC Victoria brandmark.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/fbd1dbda-8e4f-4664-9bdc-ff4f4792853d_rw_1920.jpg?h=c568ba0c116127fbbd54468b4d8f2980)
Initially Stephen approached the brandmark design with a ranger holding an Echidna (the organisations mascot). He eventually flipped this idea, making the Echidna embrace representations of the organisation members.
![ARC Victoria full colour logo horizontal.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/b7b8b1fd-06e5-4b3a-8fbc-22f7de4c4e3e_rw_1920.jpg?h=c23ed2e85bb4c7dd8229aceb9b43bf7c)
Stephen added the ARC Victoria brand type, customising outlined characters of the ARC in a lowercase version of ITC Avant Garde to match the roundness of the brandmark.
![ARC Victoria brandmark Echidna illustration in full colour.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/38a597f7-1e2f-448a-aec7-4f4cfcabd737_rw_1920.jpg?h=7ea3fa44fd2acbd609d3a6fc94373376)
A subtle Earth tone gradient was added to the brandmark to give the Echidna illustration form.
![ARC Victoria full colour logo stacked.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/dc4d7aaa-a628-4b0d-8b1c-ba350928d9ae_rw_1920.jpg?h=37b71df93f97b79cf4a35e813100b9a2)
ARC Victoria full colour logo stacked.
![ARC Victoria black and white logo stacked.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/49e5888e-d25b-442b-8134-a219d0215ea8_rw_1920.jpg?h=02b6e54adfb53b01a11b2661e426227e)
ARC Victoria black and white logo stacked.
![ARCV black & white logo stacked reversed.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/6ea19224-af7f-4b80-a8a4-07ce47002e7e_rw_1920.jpg?h=7165d84ee85cc0e7795873a1eff31262)
ARCV black & white logo stacked reversed.
A full set of master logos was created for various use cases for print and digital.
![ARC Victoria button badge in two colour, black brandmark and blue type.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/4cd9a67e-7f94-4992-8c54-488bf907cc05_rw_1920.jpg?h=372d548b56f6ca0b4161cf84b70a3730)
ARC Victoria button badge in two colour, black brandmark and blue type.
![ARCV patch design intended for embroidery.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/b6e6861b-b445-47dc-85f8-f0a57c696c1f_rw_1920.jpg?h=45a85af03453f0ad3aa637ae8968e3fa)
ARCV patch design intended for embroidery.
Franklin designed a badge and patch for use at events and membership drives.
![A1 sized ARC Victoria poster with retouched hero image composition.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/eb362d1f-dc89-4a6a-9e5f-7e91ff416583_rw_1920.jpg?h=17409055478782c1a99a5a2f45f5dc0e)
A graphic composition was developed to represent the various rolls of the organisation members and the locations they work in. This poster was delivered in a high-quality PDF format with an editable form element for adding the local ARCV members' name and contact details.
![ARC Victoria full colour pull-up banner.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/d0f81cba-d2dc-4c78-b61b-9b37355e9202_rw_1920.jpg?h=5091da381d04443e70be47b9e2a62348)
Stephen produced a pull-up banner for ARCV meetups or event stands. He used a reworked version of the poster graphic, pulling out the location images and adding in silhouettes of the members, matching the stylised brandmark illustration.
![ARCV Facebook page in desktop and mobile view showing banner graphics.](https://cdn.myportfolio.com/30540a041e3b3bfb94b5d422aa258a0c/439f1279-3c9a-462b-be56-2d83021f22d5_rw_1920.jpg?h=7b6f82b15e7437522a5795ca4047a696)
As a final part of the project Franklin repurposed the poster graphic for use on the ARCV social media channels and website.