Youth music organisation and registered charity, The Push, is celebrating 40 years of changing lives through equitable access to music with a fresh rebrand via SICKDOGWOLFMAN.
The Push help provide critical access to music programs and live events for millions of young Australians, backing local artists in their early days, including Something For Kate, King Stingray, Baker Boy, Mallrat, Alex Lahey, and Courtney Barnett, to name just a few.
Music is where young people find themselves and where inclusivity and belonging is discovered amidst a sea of genres and subcultures. This is the environment that The Push has championed for decades, and the organisational spirit that SICKDOGWOLFMAN sought to bring to the surface.
The project involved development of a brand purpose, positioning, tone of voice, and visual identity, ultimately giving The Push permission to be confident in their mission of giving young people their first experience with music.
“The Push is an organisation that genuinely influences culture and improves the lives of young people all across Australia. It’s not every day you get to be a part of that, and to work with such genuinely passionate people. It’s been thoroughly rewarding, and props to them for buying an idea that involves death metal typography, anarchy symbols and ‘the cool S’!” said Jake Turnbull, design director, SICKDOGWOLFMAN.
Central to the identity is a playful, dynamic logo system inspired by the love of music, paired with a vibrant, full-spectrum colour palette that evokes the spirit of ‘music is for everyone’. The Push creates welcoming and inclusive environments for all young people no matter their background or musical interest, which is captured through a custom typeface, Headline Act, inspired by a cavalcade of musical subgenres in a series of more than 100 hardcore-punk-deep-house-dream-pop-death-metal-and more-inspired glyphs. The Push team can now turn the dial on whatever vibe they want in their communications through bold, loud typography that feels naturally confident.
“Working with SDWM has given us the clarity and confidence to communicate who we are in a much more direct and meaningful way. The tone of voice reflects how young people actually speak about music. It’s grounded, optimistic and has made a real difference in how we connect, particularly with young people who may not have previously seen themselves reflected in organisations like ours,” concluded Kate Duncan, CEO, The Push.
“Visually, the identity captures the energy and diversity of the communities we work with, while still giving us the consistency we need as a national organisation. It’s helped us show up in a way that feels both credible and genuinely representative of young people across the country.”
