BCM partnered with Queensland’s Volunteer Marine Rescue Association and the Australian Volunteer Coast Guard to create a unified, modern identity for the newly launched Marine Rescue Queensland. This new service needed to unite two historic organisations under one banner, ensuring that the brand could resonate with current volunteers while appealing to the next generation of lifesavers.
To develop a brand identity that communicates trust, strength, and unity, and positions Marine Rescue Queensland as the go-to rescue service for Queensland’s waters.
2023
Marine Rescue Queensland
OVERVIEW
Creating a Future-Proof Brand for Queensland’s Waters
Our goal was to build a modern brand that brought together Queensland’s Volunteer Marine Rescue Association and the Australian Volunteer Coast Guard under one unified banner: Marine Rescue Queensland.
The new identity had to honour the history of both organisations while appealing to younger volunteers and the wider public. By emphasising safety, trust, and service, BCM created a visual identity that gives Marine Rescue Queensland a fresh, modern face without losing its heritage.
OUTCOME
A Bold, Modern Identity with a Nodding Respect for Tradition
Marine Rescue Queensland needed to project a strong and authoritative presence on Queensland’s waterways. We conducted extensive stakeholder consultations and research to ensure the new brand resonated with both long-serving members and new recruits.
The final design solution delivered a bold, instantly recognisable logo with clean, modern elements while maintaining references to the traditions of both historic rescue organisations.
