Country Base: Australia
Industry/Sector/Keywords: Institutions, Nonprofits, Healthcare, Medical Research, Children
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Telethon Kids Institute – www.rebrand.com/telethon-kids-institute-images
Industry Setting
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.
Challenge
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
Strategy
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.
Result
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
Business Director:
Donna-Maree Gavin
Mike Naylor
