Independent branding agency Hulsbosch has completed a pro-bono transformation for Redkite, the Australian childhood cancer support organisation, including a new visual identity and an integrated campaign built around the platform By Your Side.
Redkite delivers more than 13,000 support occasions annually, assists more than 3,000 individuals and distributes more than $1 million in direct financial assistance to families navigating childhood cancer treatment and recovery. Around three Australian families receive a childhood cancer diagnosis every day.
"Breaking away from the often sombre tone associated with charity communications, our campaign takes a hopeful and uplifting approach," said Marcel Wijnen, creative director at Hulsbosch.
"Through authentic storytelling and emotionally resonant imagery, it celebrates resilience, connection and the reassuring presence of support throughout every stage of the journey."
The project covered brand strategy and positioning, logo design, visual identity, tone of voice and brand guidelines, alongside a television commercial, photoshoot and campaign assets for rollout across multiple channels.
The campaign focuses on the human experience of childhood cancer rather than its clinical aspects, highlighting Redkite's support for children, parents, siblings and the broader family unit throughout diagnosis, treatment and beyond.
"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," said Fiona Lake, general manager of marketing and communications at Redkite.
Redkite has provided psychological, financial and practical support to children with cancer and their families for more than 40 years.
https://vimeo.com/1172376029?fl=pl&fe=sh
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