It’s 2019. Global philanthropic force, Minderoo Foundation, is reported missing in action.
How do you rescue a master-brand from behind a barrage of sub-brands?
A new mark for an old cause.
Minderoo is the foundation of West Australian philanthropists Andrew and Nicola Forrest. Minderoo is one of Asia’s largest philanthropies, with AUD $1.5 billion committed to issues as diverse as achieving indigenous parity, abolishing modern slavery and eliminating cancer.
Simply effective.
Founder Andrew Forrest, business leader and Chairman of Fortescue Metals Group, has always done things his own way. He’s never been afraid to shake up the business world, and his approach to philanthropy is no different. Minderoo supports and funds early-stage innovation, developing programs in communities and around board tables, that seek to incubate effective ideas and allow real change to be implemented for lasting benefit.
With the sheer amount of initiatives it undertakes, Minderoo was becoming buried under a growing range of sub-brands. It needed a more streamlined design system that communicated the overarching approach of the Foundation.
Inspired by activism.
To encapsulate this determined, innovative spirit, the Minderoo brand uses the symbols and language of protest. The circular logo is inspired by protest badges. The badge becomes a unifying device across all its sub-brands, transforming a complex house of brands into a simplified master brand architecture. The horizon line used in the device carries across to the design system, creating a pragmatic and unifying brand.
Typography in action.
The style of protest placards informs both typography and layout. Together with the badge device, typography reinforces the feel of rallying calls for change.
Built as one team.
The brand was designed then tested in conjunction with the Minderoo Foundation in-house design team. This helped to ensure the new brand system could be successfully utilised across the myriad applications required.
Thanks to the new brand, the Minderoo team now enjoy a shared identity with a more defined sense of purpose and direction.
A united front for changing the world.
