Since 1976, the National Trust in Victoria has cared for extraordinary places, landscapes and collections, while evolving alongside the communities it serves. Today, its work extends well beyond heritage places, spanning conservation and advocacy, education, events, tourism, community engagement and the stories that connect people with the past.
When National Trust of Australia (Victoria) set out to refresh its brand, the opportunity wasn’t to start again. It required an identity that could carry its history forward, while making space for what comes next.
The result is National Trust Victoria: a simpler, clearer and more immediately recognisable public-facing name, supported by a refreshed visual identity.
“Contemporary, confident, welcoming and relevant, while remaining unmistakably connected to the history, credibility and purpose of the National Trust.”
That balance was central to the work. A brand for an organisation with deep roots needs to respect what has come before, and it also needs to communicate with the people who will shape its future.
Working closely with the National Trust Victoria team, Senti helped develop an identity that brings the organisation’s many places, programs and activities together under one recognisable brand. At the heart of the identity is something familiar: the gum leaf. Rather than discard a symbol with decades of meaning, it has been thoughtfully reimagined – respecting its heritage while giving it new relevance.
“Respecting where we have come from and allowing for continued growth in the future.”
For Senti, this is what good brand work can do. It doesn’t simply make an organisation look different. It creates greater clarity about who it is, what it stands for and where it is going. It gives people something they can recognise, understand and belong to.
National Trust Victoria is a new chapter for an organisation with a long story. We’re proud to have helped shape the identity that will carry that story forward.
Stay tuned, there is much more to come.
Senti Project Team
Creative Direction: David Constantine
Project and Digital Lead: Hannah Constantine
Art Direction: Jessica Harle
Typography: Katie Fridman
Illustrations by Jason Fantonial
With special thanks to NTV team: Collete Brennan, Brook Powell, Sophie Schlosser, Amy Geddes, and Eleni Courvisanos.
