Invitation for Expression of Interest – National Trust of Australia (Victoria) Visual Rebrand

For more than seven decades, the National Trust has championed the protection and sharing of Victoria’s natural, cultural and built heritage. It is an organisation in active transition. It is expanding its audiences, strengthening community relevance, and positioning heritage as a living, contemporary part of Victorian life. As outlined in the attached Creative Brief, this rebrand seeks to balance continuity and progress: retaining the nationally recognised gum leaf while developing a distinct and contemporary Victorian expression of the Trust’s work.

It is seeking a pro bono or low-bono creative partner who is interested in collaborating with a purpose-driven organisation and contributing to a project with meaningful cultural and community impact. This partnership offers the opportunity to shape the visual future of one of Victoria’s most recognised heritage organisations at a significant milestone moment.

NTAV Team and Working Context

NTAV operates with a lean but highly active internal Marketing and Communications team responsible for brand, campaigns, fundraising communications, media, digital engagement, publications, and visitor marketing across a diverse statewide portfolio of heritage properties and programs.

Importantly, the organisation includes an in-house graphic designer and established internal production capability. The selected partner would therefore work collaboratively with an engaged internal team who will support implementation and long-term stewardship of the brand. The outcome it seeks is not only a compelling identity, but a system that can be sustainably rolled out, adapted, and maintained internally across multiple channels and sites over time.

Scope and Organisational Considerations

While the attached brief outlines the formal scope, NTAV highlights several contextual priorities that will inform the project:

• The identity must function across a distributed network of heritage places, each with its own character and audience.
• The rebrand will ultimately inform property signage and visitor-facing interpretation, ensuring consistency while allowing place-based storytelling to remain authentic.
• As part of NTAV’s commitment to inclusion and respectful storytelling, it is interested in exploring how First Nations place names and acknowledgement can be thoughtfully integrated into property signage and visual systems, where appropriate and in consultation with relevant communities.
• The solution must support practical rollout across physical environments, publications, digital platforms, education programs, fundraising communications, and advocacy work.

The organisation is seeking a partner who is comfortable working within a collaborative, values-led environment and who understands the balance between heritage sensitivity and contemporary design thinking.

NTAV welcomes responses from studios or practitioners with experience in cultural, civic, tourism, or purpose-driven organisations, and who are interested in contributing creatively to an organisation dedicated to protecting and sharing Victoria’s heritage for future generations.

Any further enquiries may be sent to communication@nattrust.com.au, with attention to the Communication Team.

EOI Submission Criteria

Respondents are invited to submit a concise Expression of Interest addressing the following:

1. Studio Overview

• Brief introduction to your studio or practice, including team size and core capabilities.
• Relevant experience working with cultural, heritage, tourism, not-for-profit, or purpose-led organisations.

2. Relevant Experience and Case Studies

• Examples of comparable brand or identity projects (2–4 examples preferred).
• Outline your role, approach, and outcomes achieved.
• Demonstrate experience delivering adaptable brand systems across multiple applications where possible.

3. Values Alignment

• Brief statement outlining your interest in partnering with NTAV.
• Experience or perspective relating to community engagement, accessibility, inclusion, or place-based storytelling.

4. Approach and Methodology

• Your proposed approach to discovery, collaboration, and design development.
• How you would work with an internal marketing and design team during development and rollout.
• Experience balancing heritage sensitivity with contemporary design outcomes.

5. Resourcing and Delivery

• Proposed team structure and key contacts.
• Indicative availability across the proposed project timeline.
• Confirmation of willingness to undertake the project on a pro bono or low-bono basis, including any expected cost structure.

6. Submission Details

• Maximum submission length: 10 pages (PDF preferred).
• Include links to portfolio or supporting material where relevant.
• Provide contact details for a primary project lead.

Submissions must be emailed to: communication@nattrust.com.au with subject line: EXPRESSION OF INTEREST: NTAV Visual Rebrand – [Name of Company]

Shortlisted respondents may be invited to participate in a follow-up discussion or presentation as part of the selection process.