Children’s Hospital Foundation Rebrand

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.

So it was with a healthy mix of appreciation and ambition that we embarked on a project that was both uplifting and challenging – sometimes confronting, always inspiring.

Established in 1985, Children’s Hospital Foundation funds, supports, and strengthens cutting-edge treatment, vital research, and world-class, holistic healthcare for kids with all illnesses, injuries, and conditions, across Queensland and into northern New South Wales.

Raising tens of millions of dollars every year thanks to a dedicated, passionate team and community the Foundation holds a special place in the hearts and minds of many.

Despite its impressive track record, the Foundation was facing significant challenges.

While the Foundation had changed over the years, growing bigger, more prolific and extending its reach – the brand had remained in the past.

As a result, the Foundation was losing ground in the highly competitive charity landscape and falling short of its potential to impact the lives of sick kids and their families.

At the core of the rebrand strategy sits a foundational message centred around three simple, yet powerful words that embodied the essence of the Children’s Hospital Foundation – Equity, Excellence and Impact.

“From a messaging perspective, the pillars of Equity, Excellence and Impact have been a vital tool for the brand. They underpin everything that we do from a content perspective as well as informing decision making on a range of initiatives and activities.”

Fiona Mullett
Director of Brand and Marketing at Children’s Hospital Foundation

The new brand has given the Foundation a powerful, meaningful and consistent message that truly represents the organisation as it exists today. It has achieved a number of positive results including:
12% increase in audience growth*
33% increase in social engagement*
82.5% increase in social video views*

*Figures 1 April – 30 June 2023 vs 1 April – 30 June 2022