Adult Parole Board

A brand to represent community safety


The Adult Parole Board is an independent statutory authority that is mandated to make decisions, under a statutory framework, about the reintegration of eligible prisoners into the community in a way that protects community safety.

The Board was first established in 1957, and it has existed in the Victorian criminal justice system for 60 years.

The brand needed to represent The board’s paramount consideration to the safety and protection of the community.    

In need of a new image

In May 2013, the Victorian Government commissioned former High Court Justice Ian Callinan AC to carry out a review of the Adult Parole Board’s operations.

Seamer worked with the Adult Parole Board to deliver an identity that represents the organisation’s ability to maintain a sense of community safety and protection. The brand personality was a curial aspect of the brand. We aimed to showcase the idea of a safe future. The idea to have the triangles not only visualising an arrow, but the transition of colour, used as a metaphor for offender’s journey back into community.

Adult Parole Board

A brand delivering balance

The Adult Parole Board was a challenging balancing act, aiming to convey authoritative and impartial traits, yet remain trustworthy and progressive to ensure integrity and responsibility when delivering justice for the community. We are very proud to have worked with a brand that is committed to ensuring Victoria stays a safe place to live.

Seamer Design delivered on a brand strategy, brand identity, brand style guide, stationery, communication material and website.

Adult Parole Board