Hulsbosch has produced specially created brand guidelines for execution in outdoor, press, direct mail packs, digital, social amplification, and Starlight’s corporate and marketing collateral.
Brand and design agency Hulsbosch has delivered a pro-bono brand strategy and refreshed visual identity for Australian charity Starlight Children’s Foundation.
To build engagement and advocacy for the organisation, the strengthened brand positioning will ensure Starlight shines bright into the future for sick kids and their families.
Hulsbosch has developed a purpose-driven brand and created an evolved visual identity based on the brand essence of ‘shine’.
For over 30 years, Starlight has delivered fun, joy and laughter to seriously ill children and young people.
The for-purpose organisation’s work is embedded in the Australian children’s healthcare system and remains the only organisation present in every children’s hospital around the country.
Starlight exists to brighten the lives of seriously ill children and young people providing innovative services in hospital and in the community including Captain Starlight and the Starlight Express Rooms, Livewire, Wishgranting and the Healthier Futures Initiative.
“Since Starlight’s start, the star symbol logo has been part of the name and remains as an impactful visual feature of their communications, it gives them distinction. Our simplified brand for the digital age will help tell their compelling stories in everyday environments," Hulsbosch director Jaid Hulsbosch says.
"Starlight plays an important role, delivering positive experiences and letting sick children’s true selves shine. They know there is more to treatment than medicine and their work sets out to build resilience, confidence and overall wellbeing, and this shapes adulthood. Starlight allows the child behind the illness to be themselves again.”
The Starlight brand heritage is predominantly based in purple and yellow and continues as the recognised primary colour palette for the organisations’ guidelines by Hulsbosch.
Purple symbolises the darkness children encounter in their lives and yellow is the light that brings back moments of happiness and allows kids to be themselves.
Hulsbosch created an imaginative illustration style driven by simplicity with a human touch which injects fun into otherwise abstract and challenging topics and issues.
Other creative changes include a new modern secondary colour palette and introduction of a new bold typeface for a range of platforms and media communications.
“Our vision is that all children have a happy childhood, even if they experience serious illness. What happens in childhood lasts a lifetime - so happiness matters, especially when it comes to improving health outcomes," Starlight Children’s Foundation CEO Louise Baxter says.
"We were impressed with how Hulsbosch brought the brand to life in such a positive and authentic way. The work feels perfectly aligned with our culture and brand reputation.
"Like the light that emanates from a star, its shine is reliable and that is Starlight. Our branding now has renewed momentum and in these challenging times, it’s never been more important for us to have a strong, consistent brand.”
Hulsbosch has produced specially created brand guidelines for execution in outdoor, press, direct mail packs, digital, social amplification, and Starlight’s corporate and marketing collateral.
Credits
Hulsbosch
Hans Hulsbosch – Executive Creative Director
Jaid Hulsbosch – Director
Benni Weller – Creative Director
Carolyn Pitt – Head of Account Management
Kelly Eastcott – Senior Account Director
Irma del Mundo – Strategy Director
Vivienne Buls – Studio Manager
Ian Boniface – Finished Art
Client
Kristie Caddick – Head of Fundraising & Marketing
Melissa Gamble – National Marketing & Communications Manager
Design Team – Andrew Matthew & Ellen Macintyre
