The Push.
Australian youth music organisation and registered charity The Push is celebrating 40 years of changing lives through equitable access to music with a rebrand via SICKDOGWOLFMAN.
The Push help provide 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.
The project involved development of a brand purpose, positioning, tone of voice, and visual identity.
“The Push is an organisation that genuinely influences culture and improves the lives of young people all across Australia,” said SICKDOGWOLFMAN design director, Jake Turnbull.
“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’!”
Central to the identity is a logo system, inspired by the love of music, paired with a vibrant, full-spectrum colour palette.
A custom typeface, Headline Act, inspired by a cavalcade of musical sub-genres in a series of more than 100 hardcore-punk-deep-house-dream-pop-death-metal-and more-inspired glyphs.
“Working with SDWM has given us the clarity and confidence to communicate who we are in a much more direct and meaningful way,” said The Push CEO Kate Duncan.
“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.
“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.”
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