Sydney strategic design agency Houston Group has announced it has completed a pro-bono rebrand for the Luke Batty Foundation to celebrate the achievements of the charity and Rosie Batty, and to support the charity’s work into the future.
Formulated in close collaboration with Batty and her team, the rebrand strategy brings together the master brand (Luke Batty Foundation) with the campaign brand (‘Never Alone’) to create a unified and action-focused brand that shines a light on family violence.
The new logo design incorporates Luke Batty’s initials, as well as representing both a heart and a sun – symbols of the hope and positivity that Rosie Batty and her campaigners provide. Messaging is brought to life through animation, typographic elements and graphic devices.
Central to the brand’s identity is the colour yellow – a colour associated with warmth, positivity and optimism, that also happens to be Luke’s favourite, according to Rosie.
“It is a true reflection of our ‘Never Alone’ mission; to bring family violence out of the shadows, and into the light. Yellow is more than just a colour. It’s a symbol of our hope for the future.”
The identity will roll out in a staged approach, with a new website coming later in the year.
CREDITS
Client: Luke Batty Foundation
Rosie Batty
Stewart McMullin
Anastasia Zimsen
Agency: Houston Group
Strategy – Stuart O’Brien and Cara Meade
Account management – Anne-Louise Carlon and Gretel Maltabarow
Design – Alex Toohey, Michelle Whitehead, Dana Rogers and Nathan Wren
