CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Derek Samuel

Senior Designer

Annika Weis


TAGS

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LINKS

Designworks Australia
Benevolent Society

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CLIENT

Australia’s largest and old­est char­ity is a not-for-profit, non-religious orga­ni­za­tion. Its mis­sion is to sup­port and advo­cate for per­sonal and soci­etal change to cre­ate a fair soci­ety where every­body thrives. The audi­ence con­sists of the finan­cial partners—those orga­ni­za­tions it works with to deliver its mission—and the public.


BRIEF

Benev­o­lent Soci­ety was turn­ing 200 years old and asked Design­works to make them rel­e­vant in today’s mar­ket. The chal­lenge was align­ing a broad group of stakeholders—each with long and var­ied Benev­o­lent Soci­ety relationships—around one com­mon pur­pose. And all in a way that mod­ern­ized the brand. Fol­low­ing an exten­sive strate­gic devel­op­ment phase that included work­shops, con­sumer research, online analy­sis, and stake­holder engage­ment, the sin­gle uni­fy­ing idea we cre­ated was Strong Together.


APPROACH

Strong Together was the brief and Strong Together was the solu­tion. The join­ing let­ters rep­re­sent the strength gained by work­ing together, and the inter­sec­tions point to the change that can occur through this strength. A broad color spec­trum was used to rep­re­sent the under­ly­ing brand pil­lars of hope, strength, love, wis­dom, and belong­ing. These cre­ated a bright and pos­i­tive color expres­sion. Super graph­ics were cre­ated to help carry the color and cre­ate a bold, impact­ful iden­tity. The result was a 200-year-old char­ity that was rel­e­vant again in 2013, as well as it rein­vig­o­rated staff and stakeholders.

With an under­per­form­ing brand, diverse offer­ings and a 200th birth­day fast approach­ing, the chal­lenge was to cre­ate a clear, cut-through iden­tity. A col­lab­o­ra­tive, six-month strate­gic brand review explored name, archi­tec­ture, print and dig­i­tal mate­ri­als, and prod­ucts. The result is a dynamic new vision and cre­ative expres­sion which suc­cess­fully cap­tures and com­mu­ni­cates Benev­o­lent Society’s breadth, pas­sion, and rel­e­vance. We are a cat­a­lyst for pos­i­tive change in people’s lives and in soci­ety. We’re about con­nect­ing peo­ple, fam­i­lies, and com­mu­ni­ties. We believe our new brand iden­tity brings this phi­los­o­phy to life and is dri­ving the trans­for­ma­tion of our orga­ni­za­tion, both inside and out. — Anne Hol­londs, CEO of Benev­o­lent Society

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