The partially pro-bono project saw Principals develop the brand name, narrative and visual identity to propel the organisation into the future.
Branding agency Principals has rebranded the Townsville Hospital Foundation, now known as Brighter Lives.
Since 1989, the Foundation has raised millions of dollars to improve services, equipment and provide the little extras that make a difference at North Queensland’s biggest hospital. But the Foundation was one of the state’s best kept secrets, in a competitive market of highly regarded and deep-pocketed, national non-profits.
With new leadership, ambitious fundraising goals and a remit to support public health services across North Queensland, the Foundation approached Principals to review the brand.
The partially pro-bono project saw Principals develop the brand name, narrative and visual identity to propel the organisation into the future.
“We’ve been committed to better health in our region for the last 30 years," Brighter Lives chief executive officer Tanya Busoli says.
"Alongside our volunteers, who brighten the lives of patients every day, we support lifesaving public health services in Townsville and across our region by fundraising for equipment, training, research and world class facilities. Essentially, we are making the lives of people who call on Townsville health services brighter and the new brand now reflects this.
"We are incredibly grateful to have had the opportunity to work with the team at Principals. Their process allowed us to engage our stakeholders across the journey and we're very excited to be able to reveal our bright new brand."
Principals brought the brand position to life with a story, written to articulate the Foundation’s vital role as well as tug at heart strings and attract donations. Inspired by the iconic yellow shirts of its volunteers, the visual identity is heartfelt and full of life with a sunshine and ocean palette that is unmistakably North Queensland.
“The new brand strategy embraces the strong parochial nature of North Queensland, taking it to the national brands in the space by doubling down on the Foundation’s status as the only truly local charity that supports public health services across the region," Principals associate strategy director Charlie Rose says.
"The new brand and name reflect a passion for supporting the community as well as an outlook and drive for creating a brighter future for North Queensland.”
