The Victorian College of the Arts Secondary School is a specialist government school delivering high-level arts education alongside strong academic outcomes. While VCASS had a respected reputation, its brand and website no longer reflected the calibre, energy or clarity of the school’s offering. They engaged JTB to modernise their identity and create a digital platform that better represents who they are today.

The goal was to create a cohesive brand and digital experience that clearly communicates VCASS’s unique position at the intersection of education and the arts. This included refining the logo, elevating the visual language, and designing a website that supports multiple programs without fragmentation. The project aimed to improve navigation, clarify pathways for prospective students and families, and create a scalable platform that staff could manage confidently. Above all, the website needed to feel structured yet expressive, reflecting both academic discipline and creative excellence.

We began by refining the VCASS logo and establishing a clear creative strategy that balances consistency with expressive flexibility across disciplines. From there, we developed a robust visual and typographic system that allows each program to feel distinct while remaining part of a unified brand. This foundation informed a user-led website design, supported by a modular design system and scalable CMS. The site was then built with performance, accessibility and longevity in mind, ensuring VCASS has a future-ready platform that can evolve with the school.