Country Base: Australia
Industry/Sector/Keywords: Institutions, Nonprofits, Healthcare, Medical Research, Children
Below: Before and After Images in Slide Show, Videos, Summary, Credits
Formerly known as the Telethon Institute of Child Health Research, it is one of the largest and most successful medical research institutes in Australia making world-leading medical breakthroughs since 1990.
Despite its medical research prowess, the general public didn’t know it existed and it was being overshadowed by its premier sponsor partner ‘Telethon’ – one of the best recognized and championed charities in Western Australia – and part of its name.
The Institute was also competing for funding against high profile medical research organizations in an economy with consumer confidence and business expectations at record lows – with little money to go around.
We needed to:
• Differentiate the Institute from other organizations competing for funding
• Raise the Institute’s profile among corporate sponsors and the general public
• Attract funding for the Institute
The creative process uncovered a key insight. The work the researchers do is vital and makes a real difference to kids lives, but the kids shouldn’t know about it. They should just have fun and be kids.
Firstly, we renamed it the ‘Telethon Kids Institute’. A memorable, playful name that projects the message ‘kids are at the heart’ of everything it does.
We then changed its conservative, corporate logo and color palette to a bold, distinct identity punctuated by vibrant colors and patterns.
The colors represent the outcome of the Institutes work – letting kids be kids and allowing them to live colorful, happy lives – and the patterns represent the myriad research areas within the Institute.
The new name and brand was launched in March 2014 and in six months:
• Unprompted brand awareness grew 1200%
• Prompted brand awareness grew 454%
• Logo recognition grew 2500%
• 70% of people who saw the work viewed TKI as a worthwhile charity
Subsequently, it secured a $20million AUD donation from BHP Billiton (bhpbilliton.com – the world’s leading diversified resources company). This represented an ROI of 200 within six months.
Client: Telethon Kids Institute – www.telethonkids.org.au/
Director of Communications & Development: Elizabeth Chester
Brand Strategists/Designers: 303MullenLowe Perth – www.303mullenlowe.com.au
Head of Planning: Derry Simpson
Creative Director: Lindsay Medalia
Head of Design: Melissa Radman
Designer: Ting Sia
Art Director: Ross Dungey