Australian Red Cross has launched a refreshed brand identity and positioning. The overhaul was developed by branding agency Principals.
The shift in brand positioning was driven by two key forces: first, the changing nature of the vulnerability, with more people needing support more often on account of the effects of climate change, more frequent natural disasters, social inequalities, inequality in the justice system and technological divides.
Secondly, a generational shift in the nature of giving is impacting the organization with young people more motivated to contribute to specific causes, backed by a desire to feel involved and see the impact.
“We recognized that a brand refresh was necessary to adapt to this shift,” said Australian Red Cross Director of Engagement & Support Belinda Dimovski. “We needed to maximize our humanitarian impact, build pride and commitment across the organization, and recruit a new generation of volunteers and donors.”
To determine how to reposition the brand, through its Good Idea Foundation, Principals conducted interviews across the organization, from the leadership team to people volunteering in Red Cross Shops. These interviews revealed that for many, this contribution is considered an expression of who they are and what matters most.
From this insight came the central brand idea, ‘We are what we do.’ To support this, Principals created a stripped-back, modern, and minimal design system and guidelines, including a suite of strong, distinctive brand assets.
While worthy, Red Cross’s global tagline, ‘The power of humanity’ could be overwhelming for supporters. Principals’ in-house brand voice agency XXVI evolved the tagline to, ‘Act for humanity,’ which gives people a sense of personal empowerment. This led to the development of a brand voice and narrative to complement the new strategy, identity and tagline.
“The refreshed brand builds on and makes sense of Red Cross’ fundamental principles of humanity, impartiality, neutrality, independence, voluntary service, unity and universality,” said Principals Strategy Director Moensie Rossier. “It transforms these principles into practice and rallies people to act for humanity.”
“We want to thank Principals for their support,” added Dimovski. “It will allow us to deliver even more impact from the generosity of our donors and supporters.”
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