Channel 7 Children’s Research Foundation has a new name – Firefly Children’s Foundation – following a rebrand by communikate et al, an Adelaide-based brand, marketing and communications agency.
The new name ushers in a bright new era for what is one of South Australia’s most respected children’s charities and is designed to better reflect the pioneering research and brighter futures the organisation has championed for 50 years.
With a brief to better express the emotional weight of the foundation’s work and the scientific rigour behind it, the rebrand brings clarity to complex medical research.
“We set out to make the Foundation’s impact more visible, more tangible and more meaningful to the people it exists to support,” said communikate et al’s Bec Tape, the project lead.
“Our extensive stakeholder research led to the creation of an identity that feels warm and familiar but credible, human but grounded in science and optimistic without losing the seriousness of the work.
“Our approach centred on the idea of ‘lighting the way forward’, with a brand narrative that reflects Firefly Children’s Foundation’s role in supporting breakthrough research and programs while bringing clarity, hope and connection to families, researchers and the broader community.
“The result is a visual identity that communicates optimism, credibility and human connection, including a distinctive firefly-like mark symbolising light, progress and possibility, a beacon that cuts through complexity.”
The rebrand was launched in front of more than 140 of the Foundation’s supporters, donors and stakeholders at immersive art and entertainment venue ILA.
Firefly’s new brand identity is being rolled out through a multi-channel campaign including YouTube and Meta advertising, out of home advertising (oOh! Media and JCDecaux billboards) and TVCs on Adelaide’s 7 Network. It was also featured at Adelaide Oval during an AFL Port Adelaide home game.
Firefly Children’s foundation’s marketing and fundraising manager Ali Valentine said the new name beautifully reflected the organisation’s purpose and impact.
“The name may be changing, but the heart of the Foundation absolutely isn’t. For 50 years, this organisation has quietly helped change the lives of South Australian children and families through research that creates real impact, not just today, but for generations to come,” she said.
“There’s something really hopeful and beautiful about the name Firefly.
“One small spark can light the way, and that’s exactly what this Foundation has been doing for decade, backing incredible researchers and helping brighter futures become possible for children.”
Credits:
Client: Firefly Children’s Foundation
Agency: communikate et al
Client lead: Ali Valentine
Project Lead: Bec Tape
Brand & Graphic Design: Josh Tharaldsen & Celine Olivier
Animation/Motion: Brydie Berlin & Michelle Vega
Copywriter: Melissa McCaig
DP & Colourist: Riley Scott
1st AC: James Wire
GaLer: Ben Raschella
Editor: Dion Vercher
VFX: Amy Tho Nguyen
Production Assistant: Vanessa Black
Sound Engineer: Dave Gully
Voiceover: Rosanna Mangiarelli
Photographer: Henry Trumble
