Independent branding and design agency Hulsbosch has partnered with Redkite to deliver a comprehensive brand transformation aimed at increasing awareness and strengthening engagement with families, donors and the wider community.
Redkite delivers more than 13,000 support occasions annually, provides support for over 3,000 individuals, and distributes more than $1 million in direct financial assistance to children and their families navigating the challenges of treatment, recovery and beyond.
Redkite plays a critical role supporting families from the moment of diagnosis and throughout the treatment journey.
Redkite engaged Hulsbosch to develop a clear and cohesive brand that communicates the depth of its services while connecting with audiences in a more engaging way.
The scope of the project encompassed brand strategy and positioning, logo design, visual identity, tone of voice and brand guidelines, alongside the development of a fully integrated brand campaign.
Hulsbosch also led the creative development and production of a television commercial, photoshoot and a comprehensive suite of campaign assets to support the rollout across multiple channels.
At the heart of the transformation is the campaign platform ‘By Your Side’. The campaign reflects Redkite’s role as a support system for families navigating childhood cancer.
The campaign highlights the human experience surrounding it. It illustrates the depth and range of Redkite’s support, not only for the child but for parents, siblings and the broader family unit.
Marcel Wijnen creative director at Hulsbosch said: “Breaking away from the often sombre tone associated with charity communications, our campaign takes a hopeful and uplifting approach. Through authentic storytelling and emotionally resonant imagery, it celebrates resilience, connection and the reassuring presence of support throughout every stage of the journey.
The refreshed brand identity creates a unified and recognisable visual system that brings greater clarity and consistency to the organisation’s communications. The design language is crafted to be empathetic, accessible and engaging, ensuring Redkite’s story can be communicated across fundraising initiatives, community engagement programs and digital platforms.
Fiona Lake general manager marketing and communications at Redkite said: “With a renewed strategic foundation and a comprehensive suite of brand assets, thanks to Hulsbosch, Redkite is now positioned to further strengthen its leadership in childhood cancer support services while reaching more families who need help.”
Credits:
Redkite (Client):
Fiona Lake, GM Marketing and Communications
Glenn Mason, Head of Technology
Steven Rogers, Financial Controller
Bridget Rowe-Sykes, Head of Client Experience
Dan Culhane, Head of Family Care
Dana Rossimel, Senior Social Worker
Kate Logan -Scales, Social Worker
Cassandra Scarcella, Manager Services Quality
Cameron Askarian, CRM Administrator
Hulsbosch (Creative agency):
Creative Director, Marcel Wijnen
Co-Director/Art, Helen Ferguson
Client Strategy Director, Carolyn Pitt
Account Director, Daniel Chambers
Managing Director, Jaid Hulsbosch
Mosis (Production agency):
Producer/Director/DOP, Micah Osis
Production Manager, Colette Bolles
1ST AC, Jubilee Chan
Gaffer, James Bartlett
Gaffer, Justin McLean
Makeup Jennifer Eady
Makeup Assist, Tina Hessell
Photographer, Andrew Fawcett
Photographer Assist, Callum Aldrin Smith
