Children’s Hospital Foundation Brand

Despite its impressive track record, the Foundation was facing significant challenges. While the organisation’s internal capacity, reach and ambitions had grown and evolved, its brand wasn’t keeping up. There was confusion in the market about the Foundation’s purpose and offering. Its long standing support of, and connection to, Queensland Children’s Hospital had led audiences to assume that they were one and the same, rather than seeing the Foundation as the stand alone entity it is. This had resulted in a 30% drop in consideration in brand tracking results, hindering its growth potential and impacting fundraising efforts.

The project spanned deep research, strategy development, a compelling narrative, a tailored design system, and comprehensive implementation and documentation. At its core, it was about helping the Foundation unearth what it was that made it unique, then harnessing the power of brand to take that message to the world and amplify the impact of every donated dollar.

The new brand has given the Foundation a powerful, meaningful and consistent message that represents the organisation as it exists today. The brand has achieved positive results including significant increases in online marketing: 12% increase in audience growth* 33% increase in social engagement* 82.5% increase in social video views* “The new brand has been really well received by a wide variety of the Foundation’s stakeholders. Everyone has really embraced it and people can see how this is a huge leap forward for us as an organisation.” Fiona Mullett Director of Brand and Marketing, CHF *1/04/2023 – 30/06/2023 vs 1/04/2022 – 30/06/2022

Rebranding a children’s charity comes with a huge amount of responsibility – rarely is there so much at stake. The risks are high, but the rewards can truly be life-changing.