Thinkerbell refreshes branding for Father Bob's Foundation

By AdNews | 19 April 2024

Father Bob’s Foundation commemorated the one-year anniversary of Father Bob’s passing today, and shared the future direction of the Foundation to continue to uphold his legacy.

New branding and refreshed logo by Thinkerbell, a community connection call to action for supporters and friends are all part of the teams’ commitment to the Foundation’s future plans.

While Father Bob is no longer the driving force behind its ethos and operations, his beliefs are the core purpose of the organisation’s charter and as such, his essence has been captured as part of the new branding for the Foundation.

Thinkerbell founder and chief thinker Adam Ferrier said while Father Bob would have found it ridiculous to bring attention to himself through a rebrand, the agency thinks it’s important that it honours his legacy.

"By capturing the strength of the Foundation with his defiant spirit throughout the Foundation’s materials. We wanted the logo to encapsulate his bold ‘punk in priest’s clothing’ character to express his passion for leaving no one behind," said Ferrier.

The rebranding, created and designed by Thinkerbell, included a bold new logo that highlights Father Bob’s rebellious spirit, branding assets that are as bold and direct as Father Bob himself and Father Bob’s famous sayings incorporated across the Foundation’s communications.

Father Bob’s Foundation has seen the demand for its meal services double in the last twelve months as well as the number of people visiting for food supplies and basic necessities.

The Foundation sees its work, and the wider community support of the work, as being more critical than it has ever been with the need for awareness and funding at the frontline.

Father Bob’s Foundation chairman Adrian Kinderis said when reflecting on the year since Bob’s passing, Father Bob’s Foundation’s job moving forward is to crystalise its purpose in the absence of its dynamic leader.

"With Father Bob’s passing it rests with the Foundation to continue his good work and to fully realise the purpose of the work we do without him front and center – addressing food and emotional poverty. At the core of what Father Bob believed was that nobody should be left behind," he said.

"With mental health concerns and the cost-of-living crisis at worrying levels, these issues coupled with social isolation and loneliness, we are seeing the work of the Foundation expand beyond the traditional Port Phillip boundaries. While this manifests as a hot meal or food relief, it is equally about connection, community and emotional support for some of the most vulnerable members of our community.”

The Foundation also announced the introduction of an annual Father Bob Day to be held on September 14, Father Bob’s birthday, to create a focal point for the Foundation’s fundraising efforts.

Father Bob Day will be a celebration of Father Bob and all the things he loved. This fundraising, community based event will safeguard the future of the foundation through fund raising activities and ensure we can continue to fight poverty.

Father Bob’s Foundation board member Danielle Prowse said Father Bob’s passing was a massive loss for the community.

"However, one year on his work continues to thrive with his spirit living on through the vital care and support offered by the Foundation," said Prowse.

"We hope that Father Bob Day will not only serve as a celebration of Father Bob’s life but will also encourage support for the Foundation’s initiatives so that we can continue his life’s work. In terms of what the day will look like, well you can be sure there will be dogs and AFL – two of his passions.”

The logo has a ‘Donate now’ button baked into the logo. To make a donation, visit



Brand Strategy: Thinkerbell

Head Craft Tinker: Keir Vaughan

Lead Design Tinker: Jared McDowell

Head of Studio: Jamie Lane

Thinker: Alex McNamara

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