RACV Brand Refresh

Challenge:
As RACV continued to grow its offering beyond roadside assistance, it faced the challenge of an increasingly fragmented brand. The existing visual identity was no longer flexible enough to support a broader, more diverse portfolio of products and services, nor was it optimised for the demands of digital channels. There was a clear need for a refreshed brand system that could scale, connect with new audiences, and stay true to RACV’s trusted heritage.

Approach:
We began by developing a comprehensive brand architecture to bring structure and clarity across RACV’s expanding portfolio. This system helped solve functional issues, such as hierarchy, naming conventions, and sub-brand relationships, while also laying the foundation for a more unified experience across touchpoints.

From there, we evolved the visual identity to increase its flexibility and performance in digital environments. This included refining core brand elements, enhancing the colour palette, updating typography, and expanding the toolkit to include dynamic components that would support content across channels. The result was a system that could stretch where needed, without losing consistency or recognition.

Outcome:
The refreshed identity gave RACV a modern, cohesive, and future-ready brand system. It improved internal clarity, streamlined external communications, and allowed the brand to connect more effectively with a wider, more digitally engaged audience. Most importantly, it provided a strategic platform for RACV’s continued growth and evolution.