To reflect The Royal’s innovative approach to women’s healthcare, the Foundation underwent a complete rebrand in early 2014. After a tender process, creative agency Made In Katana were awarded the account.
Based heavily on the colloquial nickname ‘The Royal’ bestowed upon the hospital by staff and patients alike, this brand positions the Foundation as a welcoming and approachable institution supporting one of the leaders in women’s healthcare.
Featuring hand-rendered lettering by typographer Martina Flor, the brand embraces the extensive history of The Royal and the Foundation, community-focused approach and affectionate nickname while simultaneously looking to the future. A comprehensive brand experience was developed including a new responsive website for the Foundation featuring complete social media integration, an events calendar and an extensive donation system.
In conjunction with the rebrand, the Royal Mums campaign was successfully launched including an opening ceremony hosted by Tanya Plibersek and Claudia Karvan. A celebration of the women who have given birth at The Royal, over 1500 Royal Mums joined in the first few weeks.