MAVlab Brand Identity

MAV needed a distinct brand identity for its new innovation initiative, MAVlab, that would establish the lab's forward-thinking credentials while respecting MAV's deep history of civic engagement. The challenge was to create a brand that signaled innovation and experimentation, but maintained enough connection to the parent brand to leverage MAV's authority in the sector. The design needed to work seamlessly across various channels, from government websites to promotional merchandise, while inspiring councils to embrace change and drive innovation in the public sector.

We created a comprehensive brand identity that establishes MAVlab as a confident, forward-thinking innovation hub while maintaining ties to its parent organisation. The visual system reimagines elements from MAV's 1968 coat-of-arms, transforming discrete motifs into bold, single-weight silhouettes that function as modular building blocks. Each icon—shield, cross, compass, cog, circle, and brick pattern—carries symbolic meaning while visually connecting past and future through thin leader lines. This heritage-inspired system pairs with an extended colour palette to create a versatile brand that works seamlessly across all platforms, from government websites to tote bags and social media.

MAVlab's branding can be seen to have helped accelerate council engagement in, and public visibility of, the initiative. Shortly after the launch, 42% of Victorian councils (representing over 100 members) joined MAVlab's Innovation Associates Network (a grouping formed to underpin the work of MAVlab). The branding helped establish MAVlab as a thought leader in public sector innovation, garnering media coverage in Government News and Council Magazine. Most importantly, the brand has united council professionals around a common purpose - "innovation for the public good" - creating enthusiasm and momentum that is driving real innovation across the local government sector in Victoria.

The MAVlab brand balances innovation with tradition through several standout features: A visual identity that is bold and contemporary while maintaining a clear connection to MAV's established branding, ensuring MAVlab is immediately recognisable while building trust through association. The Latin motto "Innovatio pro bono publico" with its English translation "innovation for the public good" provides a mission-focused anchor that elevates the brand beyond just a logo to embody a movement with purpose. A carefully constructed tone of voice that is "wilfully optimistic and wildly collaborative," using language that invites participation and signals that everyone's ideas are valued in the innovation journey. An innovative icon system that transforms six elements from MAV's 1968 coat-of-arms into bold silhouettes: shield (integrity), cross (collaboration), compass (guidance), cog (problem-solving), circle (inclusivity), and bricks (community-building). Each icon connects to heritage via thin leader lines and pairs with distinct colours, creating a modern toolkit rooted in tradition. Brand assets developed for multiple channels including a landing page, slide deck templates, social media, podcast, newsletter, and video collateral, ensuring consistent brand experience across all touchpoints. The branding was launched at the Australian Local Government Association conference in July 2024, establishing MAVlab as a public sector innovation leader.