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Ethical Design Co.

Ethical Design Co.

A print and digital design agency that cares.

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Landcare Victoria Inc.

Landcare Victoria featured image - mockup of various pages from the brand guidelines in greyscale

February 10, 2022 By Caitlin Jordan

Landcare Victoria Inc. are one of the largest volunteer environmental organisations in Victoria and an influential voice for the Victorian landcare movement.

Landcare Victoria Inc. (LVI) support landcare communities to achieve integrated sustainable agriculture and environmental outcomes. Landcare Victoria’s vision is for rich and diverse Victorian landscapes, supporting productive farming, healthy ecosystems and thriving communities.

Landcare plays a leading role in advocating a balance between Australian sustainable land management practices and environmental conservation. Over the last 30+ years, Landcare has evolved into one of the largest volunteer movements in Australia. The Landcare model has been so successful it has been adopted in over 20 countries around the world.

Visit: landcarevictoria.org.au for more info.

←Medicines Development for Global Health
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Brand guidelines development
Icon design
Illustration
Marketing design
Report design
Secondary branding
Sustainable printing

Mockup of 3 pages from Landcare Victoria's Brand Guidelines documentLandcare Victoria brand guidelines mockup showing various pages in full colour

Mockup of various pages from Landcare Victoria's brand guidelines document in full colour (tile 1)
Mockup of various pages from Landcare Victoria's brand guidelines document in full colour (tile 2)
Mockup of Landcare Victoria's A4 'About us' flyer in full colour

The brief:

We were hired in 2021 to refresh Landcare Victoria Inc.’s branding and create their first ever Brand Guidelines document.

The project deliverables included:

  • design, layout and artworking of the 19 page document
  • researching a more modern and vibrant colour palette for LVI that represent colours seen in nature in Victoria
  • researching different font options that were suitable both for a website audience and internal document use
  • design of new icons and a custom pattern illustration to create a consistent brand language
  • researching appropriate stock imagery that represent LVI’s three focus areas: Landcare Community, Sustainable Agriculture and Environment Management
  • creation of new heading styles and editorial conventions

After the brand guidelines we also worked on a newsletter for LVI (featured bottom right above). Tagline reads: “Strengthening Communities. Restoring Environments.”

We have continued to partner with Landcare Victoria Inc. in 2022 and 2023. Recent projects include: 

  • 2022 Annual Report design
  • 2022 Election Policy Statement design and eco printing*
  • 2023 Annual Report design

*The format for the election policy statement was an A4 booklet printed sustainably on EcoStar 100% recycled post-consumer waste paper stock. The intent is that the document will be thrust into the hands of busy politicians around election time who will read it and consider Landcare Victoria’s mission and vision when appealing to voters at the next Victorian state election (held in November, 2022).

Full colour mockup of Landcare Victoria's 2023 annual report cover on a cream coloured background with a pattern of gum leaves. The cover image features two red and blue Crimson rosella's perched on a branch, kissing. The background is a close up view of native Australian green foliage. The image has a white border. The report title top left reads "Annual Report 2023" in white text. The iconic green and white Landcare Victoria logo is positioned in the top right hand corner of the cover.
Full colour mockup of Landcare Victoria's 2023 annual report contents spread on a light green background with a pattern of gum leaves. The image on the left page features a person from the waste down wearing blue jeans and boots holding a shovel in the dirt, indicating tree planting. The right hand page displays the contents of the report in a list format with relevant sections and page numbers.
Landcare Victoria 2022 Annual Report - cover mockup in full colour
Landcare Victoria 2022 Annual Report - Contents spread mockup
Landcare Victoria 2022 Annual Report - About us spread mockup in full colour
Mockup of Landcare Victoria's 2022 Election Policy Statement brochure showing 3 covers in full colour. Covers are stacked from left to right on a light blue background. The cover image is a stunning aerial view of the Murray River at sunset (photo credit: iStock). Brochure title reads "Building a Strong Future for Victorian Landcare." The iconic green and white Landcare Victoria logo - caring hands making the shape of the map of Australia - is positioned in the top left hand corner of the cover pages.
Rectangle mockup of Landcare Victoria's 2022 Election Policy Statement brochure showing an inside spread (pages 2 and 3) on a light blue background. The spread displays a range of text, images, icons, and key statistics in full colour. Title on left hand page reads "Building a strong future for Victorian landcare." Above the page title is cropped image of a person's hands planting a tree in the ground.

How is this ethical?

With 600+ member groups and some 60,000 volunteers, Landcare Victoria Inc. is one of the largest environmental volunteer organisations in Victoria, fostering on-ground community led action.

LVI’s values reflect the values of the Victorian landcare community, that is: 

  • Grounded in the community and knowledge of local landscapes 
  • Empowering individuals and communities to make a positive difference to their local landscapes 
  • Respectful of the knowledge of diverse groups of people with a connection to the land, including First Nations people 
  • Collaborative approach to achieving outcomes.

As a sustainable and environmentally conscious business based in Victoria, we are big supporters of Landcare Victoria Inc. and strong advocates for the wider grassroots environmental movement that has been active in Australia since the progressive Bob Hawke era in the mid-1980s. Similarly, our sustainable business model is built around planet before profit.

Our sustainability strategy

We chose a clean and minimal design for the organisation’s 2022 and 2023 annual reports that purposefully limited page bleeds and the over use of full page images (which require large amounts of ink coverage). The end result is a beautiful, user-friendly report document that gets the message to key stakeholders while continuing to strengthen Landcare Victoria Inc.’s visual brand identity year on year.

Our design decision to introduce a white border on all of LVI’s printed (and digital) collateral, was a conscious effort to bypass the intensive de-inking processes during recycling and has become a distinct branding element.

The 2022 Victorian Election Policy Statement was also designed with these sustainability measures in mind. We printed the A4 booklets on FSC certified 100% recycled EcoStar paper stock.

Our annual donation of trees has been calculated to offset these various design and print projects.

See for yourself…

  • Energy Efficiency Council
  • Mock up of GEN VIC's 2021-2025 Strategic Plan report cover in greyscale Gender Equity Victoria
  • Eisen Family Private Fund featured image - mockup showing Pillars and Purpose web pages in greyscale Eisen Family Private Fund
  • Landcare Victoria featured image - mockup of various pages from the brand guidelines in greyscale Landcare Victoria Inc.
  • MDGH featured image - mockup of above the fold home page on a laptop screen in greyscale Medicines Development for Global Health
  • The Centre for Humanitarian Leadership

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Are you ready to start a design project or interested in a project estimate or proposal? Please contact us here and Caitlin will get back to you within 48 hours.

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EDCo. is based in Melbourne, Australia.

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EDCo. acknowledges the Wurundjeri and Bunurong people of the Kulin Nation as the Traditional Owners and Custodians of the land on which we operate, where sovereignty was never ceded. We pay our respects to all First Nations people and acknowledge Elders past, present and emerging.

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Indigo Design Award 2022 Silver Winner badge featuring white text on a small award badge with a gradient background of lime green, purple, blue, and pink.
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