HCC photography
Brand + Web design & UX for Health Complaints Commissioner

Brand, content and website

Providing a platform for the Victorian public to speak and be heard

The HCC provides a platform for the Victorian public to speak and be heard. They protect the rights and privacy of health consumers and assist in the resolution of complaints, advocate for improved health services, and provide outreach programs to agencies, service providers and their staff.

Icon was engaged to help HCC distil the 'What, Why, and How' of this important consumer-facing organisation into a new brandmark, a set of communications collateral, and a website.


  • National — 2016 Finalist in the AMI Awards for Marketing Excellence

  • Category — Public Sector Marketing

  • Web Excellence Awards Winner — Government

A new beginning
starts with a new
brand essence

Projects of this scale require careful planning and a staged approach. Discovery sessions were run with key stakeholders and valuable input was provided by HCC leadership, managers, and community-based health services advocates. HCC required a new brand pyramid to solidify their attributes, rational and emotional benefits, personality, and values. Their essence and call-to-action also needed a new positioning statement used to drive HCC's core purpose and our creative approach. 'We are here to protect the right of all Victorian health consumers to receive safe, quality healthcare. We are champions for better health.' was an early deliverable and new beginning.

Style guide

Using detailed
planning and open
to keep a broad
team informed
and on-task

Catering for a wide range of integrated deliverables required careful planning, cross-agency alignment, and good old face-to-face teamwork. Working with HCC stakeholders and their project lead, our client service team built out a list of deliverables and set about detailing requirements and timings for the three main projects – brand, web, and print. Review stages included members from all our teams, ensuring a consistent roll-out of HCC's newly developed brand values, style guide, website and information collateral.

Integrated service
model for a consistent
and streamlined

Session outcomes and guidelines were used to begin the brandmark and style guide design phase. Concepts were developed and refined over multiple rounds, with the final mark consisting of three arrows (Providers, Consumers, and Commissioner) pointing to the wordmark. Colours, fonts, brandmark variations and display rules were added to the style guide and used to ensure a consistent roll-out of design collateral.

HCC's new website was designed around user personas, with key user journeys and landing pages identified during the information architecture stage. The new homepage offers clear pathways and information channels specifically created for submitting a complaint, for reviewing the process and for understanding health records; it also features tips for handling complaints, code of conduct, prohibition orders, news and events, and general information.

Visit the HCC website.