Multidisciplinary Creative Director
Role: Executive Creative Director, Head Brand Designer
The context:
For nearly 40 years, the independant not-for-profit organisation Burdekin has been supporting and serving young people at risk of homelessness in Sydney, Australia. With the simplification of its name from The Burdekin Association to simply Burdekin, we were tasked with refreshing the brand, setting it up for success and new growth objectives.
The output:
Refreshing the Burdekin visual identity required the consideration of several factors: its expansion into new Sydney neighbourhoods (and appealing to a more liberal and urban demographic), respecting the brand’s heritage so as not to lose brand recognition in market and the current trends dominating the visual landscape.
After undergoing a research and testing phase, we understood we had to reframe Burdekin’s visual identity to match its mission statement. It had to be a brand for young people, that celebrates youth and doesn’t hide from it, unlike the conservative and stuffy design landscape that many of these NGOs find themselves in.
Working closely with key stakeholders, we crafted and curated an unapologetically bright, bold and youthful visual identity—vivid colours, new typography and a playful design approach.
Results:
Burdekin successfully launched its refreshed brand into market, co-ordinated across multiple channels and audience touchpoints, reinforcing its reputation in market as an innovative organisation that finds solutions for the young people it cares for.
The brand refresh received a 5-star approval rating from stakeholders and staff members.