NSW Child Death Review Team
Brand identity and report design for sensitive, evidence-led work
CDRT’s findings guide decisions to prevent future child deaths. However, the organisation lacked a clear public presence, and its complex information was not easy to navigate.
Informed by evidence. Committed to change.
The NSW Child Death Review Team (CDRT) is a statutory body that registers, classifies and analyses every child death in the state. Its research identifies patterns and risks, informs recommendations and helps shape policy and services intended to prevent future deaths. Its findings are published in a biennial report to the NSW Parliament.
Our brand audit found that CDRT was difficult to locate, its information was overwhelming, and its previous identity lacked the necessary accessibility and did not reflect the rigour of its work. Through a collaborative workshop, we established a more recognisable and adaptable brand, using abstract imagery to respect the children and families represented in the data.
Outputs
- Brand audit and workshop
- Brand strategy and visual identity
- Report and publication design
- Infographics and data visualisation
- Social media templates
- Presentation template
- Brand guidelines
Please note
This case study includes information about child deaths, which some readers may find distressing.
Giving form to a more informed future
As CDRT is not a support service, its identity could not use the typical visual language of care organisations. It needed to convey the precision and authority of a statutory reporting body while remaining respectful of the children and families represented in its findings.
The looping brandmark represents the ongoing nature of CDRT’s processes. Its ripple symbolises the impact and tragedy of child death, while the digital-first palette and luminous gradients suggest a forward-looking approach. Together, these elements present an organisation focused on both understanding the past and informing the future.
Photography of children and literal depictions of people were considered intrusive, so abstract patterns were chosen for the brand’s imagery. Seven patterns, each representing a core process within CDRT’s work, create a flexible system for print and digital communications. This visual language remains precise but never cold, supporting thorough analysis while acknowledging the human reality behind the evidence.
A grid designed to guide the reader
The 226-page biennial report compiles aggregated data on every child death in NSW during 2022 and 2023, supported by 15 years of trend analysis. As readers are more likely to consult individual sections than to read it cover to cover, the design enables policymakers and researchers to quickly locate and interpret the information they need.
Designed for both print and digital formats, the report uses numbers, icons and colour-coded identifiers to distinguish topics and populations at a glance. A wide first column serves as a permanent navigation rail.
A consistent icon system, clear numbering and disciplined typographic hierarchy transform a lengthy and complex publication into a practical working tool.
Data visualisation designed for understanding
Each major chapter opens with a full-page infographic summary, giving readers an immediate overview of key observations and long-term trends before they review the detailed evidence.
One of the report’s most powerful infographics displays all 885 deaths on a single page, with each child represented by a dot. Arranged by age group, cause and status, it conveys the scale of loss while ensuring each child remains visible within the whole.
Accessibility guided the design of every chart and infographic. Labels, contrast and distinct marker shapes ensure the information remains legible for readers with colour vision deficiency.
The completed report was tabled in the NSW Parliament, presenting biennial findings with CDRT’s new visual identity. Read the full report here.
Built to extend beyond one report
The identity was developed as a publication system and applied to reports, supporting documents and forms. Presentation and social media templates support daily communications. Brand guidelines and co-branding rules provide a consistent framework for future work.
The system also established a visual foundation for CDRT’s dedicated website, giving the organisation a distinct public presence and making its research more accessible. Across all channels, the brand increases CDRT’s visibility, ensuring its evidence can be found, understood and acted upon.
“On behalf of the NSW Ombudsman, I want to extend my sympathy to the families and friends who have lost an infant, child, or young person. It is our responsibility that, in reviewing these deaths, we learn from them and use that knowledge to make a difference.”