Adland’s social purpose organisation UnLtd has unveiled a bold new brand identity and website, created by Cocogun.
The refreshed identity marks a new chapter for UnLtd as it builds on more than two decades of bringing the industry together to help end systemic disadvantage, so that every child and young person can have unlimited opportunity.
The new look reflects how UnLtd’s role has evolved from transactional fundraising initiatives to harnessing the full power of the advertising industry’s strengths in raising awareness and changing behaviour to create longer-term impact, such as its support of the Raise the Age campaign.
It was first unveiled at this year’s Cairns Crocodiles, with a large-scale out-of-home installation at Cairns Airport welcoming delegates to the event, donated by Bishopp Outdoor Advertising (see below).
“UnLtd has evolved significantly over the past 21 years, and it felt like the right time for our brand to better reflect who we are today and where we’re heading,” Unltd chief marketing officer Nina Nyman said.
“Working closely with our charity and industry partners has strengthened our understanding of how advertising can drive meaningful, lasting change, and we wanted our new identity to reflect that – while celebrating the incredible impact created by our partners.”
The new brand design draws inspiration from grassroots poster culture, one of the earliest forms of advertising, and the idea of an open invitation to help rewrite the future.
Inspired by historic activism, typography plays a central role in the identity system, with the letters in the logo bleeding to resemble communities coming together to create something bigger.
The new brand is designed to feel confident, optimistic and active across campaigns, events and partnerships.
The rebrand includes a new brand blueprint, redesigned website and refreshed visual identity across UnLtd’s portfolio of more than 20 industry events.
“We saw an opportunity to create a brand that genuinely reflected the scale of change UnLtd is working towards. Every decision was made with the aim of building an identity that feels bold, inclusive and capable of inviting more people into the UnLtd community,” Cochin founder and managing director Chiquita King said.
Cocogun was selected to lead the rebrand following its longstanding partnership with UnLtd and their deep understanding of the organisation’s purpose and charity partners.
“The creative direction was inspired by Colby Printing Co. Their grassroots posters populated L.A. throughout the 1990s and became iconic advertising for everything from small businesses to large political campaigns,” Cocogun brand director Mollie Starr explained.
“We used Martin, from Vocal Type, as our primary typeface, which helped ground the project with a sense of purpose and history. Combined with a split-fountain-inspired colour palette, the brand captures the visibility and collective power of real-world movements.”
UnLtd CEO Philippa Moig said the organisation couldn’t have asked for a better creative partner than Cocogun.
“The care, passion and genuine understanding they brought to the process translated beautifully into the final work. Our new identity is more than just a fresh look; it’s a reflection of the powerful energy driving our mission forward. We are so proud of where we’re heading and deeply excited to embark on this next phase of the journey alongside our incredible partners at UnLtd,” she said.
Next week, 80 of Adland’s finest will be locked up in a juvenile detention centre for crimes against advertising and to raise awareness and funding to end the vicious cycle of youth incarceration. Find out more about the Adland Bail Out.
Credit list
Cocogun
Mollie Starr, Brand Director
Chris Clausen, Design Director
Chiquita King, Co-founder & Managing Director
Ant Melder, Co-founder & Creative Partner
Caitlin O’Connor, Senior Business Director
Max Mclean, Copywriter
LBH Partners
Ina Flores, Team Coordinator
Bagerathan Sivarajah, Technical Lead
David Do, Director, Digital Services
Hunter He, Senior Analyst
