• Add to Collection
  • About

    About

    Being Australia’s first charity Benevolent Society’s purpose is to achieve lasting social change in society through building strong families and … Read More
    Being Australia’s first charity Benevolent Society’s purpose is to achieve lasting social change in society through building strong families and healthy communities. Benevolent Society wanted to grow public funding, thus they had to refresh their brand and create a strong public image. We created the brand idea Strong together, meaning that when people come together real change happens. I translated the brand idea into an identity system that plays on interlinking and overlaying elements. The overlaying parts depict moments of effective change. Using a set of bold and optimistic colours combined with round and soft shapes I developed the new brand portraying kindness and emotional wisdom. For the launch of the new brand we also rolled out a big campaign across Australia, its centre piece being the launch event on Sydney’s Martin Place, where the new logo was displayed as big cut-out letters. The rebrand and the launch campaign were a huge success for Benevolent Society, meaning they created a strong brand image in the public, got lots of media attention and managed to exceed their fundraising goals. The strategic positioning ‘Strong Together’ was visually articulated in the overlapping of the individual letters of the brandmark. A broad spectrum of colours was used to represent core internal pillars of love, hope, strength, wisdom and belonging creating a positive brand expression for both internal and external audiences. Developing the system further, supergraphics were created using enlarged, cropped sections of the brand device. This strong visual language and colour system has been applied to all facets of the business from online, office interiors, merchandise and wayfinding signage. Read more on http://www.designworks.com.au/ Read Less
    Published:
Brand New Award Comprehensive Identity
Best Award  Identity Development Large Scale
Publication Computer Arts Magazine
Studio: Designworks