Triple Zero Victoria
Frontline to the frontline
Brand research
Strategic brand review
Brand systems
Photography
Brand voice
Brand guidelines
Brand research
Strategic brand review
Brand systems
Brand voice
Brand guidelines
Photography
Formerly known as ESTA, Triple Zero Victoria is the service at the other end of every 000 call – answering over 2.8 million calls a year, one every 11 seconds. Following the high-profile Ashton review, which found public and sector trust at historic lows, Studio Binocular were selected to rename and rebrand the organisation so Victorians could better understand the service they rely on.
Our research-led process – immersing ourselves in consumer research, government reviews and consultation with the ESTA team – shaped a strategy to move the brand away from a corporate ‘call centre’ and reconnect it to the frontline. We’re proud to have developed a human-centred brand which has earned the pride of the team and is helping to rebuild trust in our emergency services.
Previous
New
A name everyone understands
Formerly known as ESTA, the service was renamed Triple Zero Victoria – a simple but powerful change, so that every Victorian instantly understands who answers when they call 000. Clarity was the first and most important step in rebuilding public trust.
Frontline to the frontline
We repositioned the service from a corporate ‘call centre’ to a frontline emergency service – reflected in an uplifted team uniform and imagery that recognises the team as the first link in every emergency response.
Bringing our emergency services together
Our brandmark draws the emergency services together – fire, ambulance, police and SES – through a set of forward-driving chevrons. It captures a model that’s unique in Australia: one integrated service, and the rapid, co-ordinated response behind every 000 call.
This was a sensitive and highly visible rebrand – a service under intense media scrutiny, with public and sector trust at historic lows. In an environment this complex, a bold outcome could only come from a rigorous, disciplined creative process. We brought a wide range of voices to the table – frontline staff, leadership, government and sector stakeholders – through structured workshops, interviews and surveys, carefully balancing competing needs and ensuring all perspectives were heard.
That depth of consultation gave the project team the confidence to make brave decisions, and to land a clear, evidence-led brand which holds up to scrutiny and genuinely meets the needs of Victorians.
Built for consistency
We then documented the brand in full – a comprehensive set of guidelines, templates and tools built for consistency. From a flexible masterbrand system through to tone of voice, the Triple Zero Victoria team are now equipped to apply the brand confidently across every channel and touchpoint.
Putting the team at the centre
We put the team at the heart of the brand – the calm, capable voice Victorians trust on the most difficult day of their life. Celebrating them as capable experts has helped instil pride internally and rebuild trust with the community.
Emergency-ready
Focussed and serious look for first responders in an emergency.
Proud of our impact
A softer and prouder look when celebrating a positive outcome.
A great place to work
A relaxed, light-hearted look for internal communications and recruitment.
