The Australian Children’s Music Foundation (ACMF) has refreshed its brand strategy, positioning, and visual identity via branding agency Guts Creative.
The partnership was facilitated by adland’s social purpose organisation UnLtd, in a bid to evolve the ACMF brand in its 22nd year of tackling inequality through programs that support thousands of young people at risk.
Founded in 2002 by Don Spencer OAM of Play School fame, ACMF has been changing young people’s lives through music with long-term music programs in remote and disadvantaged schools, juvenile justice centres and hospitals.
UnLtd has also secured media agency This is Flow as a social impact partner for ACMF, which will be planning and launching a national campaign with creative in early August.
Kara Sullivan, founder of Guts Creative, described the significance of the project for the agency. “We are old enough to have grown up with Don on our TV and as soon as we read the insights from young people in the juvenile justice system, we were hooked,” she said.
“It’s been awesome working with the ACMF and Dan to amplify the brand; re-positioning ACMF as the vibrant, impactful and powerful force they truly are.”
In addition to the new logo and brand identity, which launched this month, ACMF’s refresh also entails a new website which is currently underway, plus a revamped look for its National Songwriting Comp, launching on 3 June.
The rebrand was led by Guts’ lead designer Dan Marshall, who has published five children’s books and was shortlisted for a Children’s Book Council of Australia Award earlier this year.
“An exciting brief like this doesn’t come along every day and as passionate music lovers we were stoked to work with a bona fide music legend like Don,” said Marshall.
“Going into the schools and seeing the powerful affect ACMF has on children’s lives was a fantastic experience and proved a huge inspiration.”
Director of Partnerships at UnLtd, Jade Harley, commented that “the research and strategic thinking that Guts has put into this project is a gamechanger for the ACMF and will stand the test of time.
“The resulting new identity is vibrant, joyful and impactful – speaking to the breadth and depth of ACMF programs, not only in schools, but in juvenile justice centres and hospitals across the country.”
General manager of ACMF, Frances Georgeson, described the rebranding as “dynamic and joyous.”
“It further amplifies the impact the foundation delivers through its long-term music programs to thousands of children each week who would otherwise miss out on the benefits a music education provides,” said Georgeson.
In June, UnLtd will host the AdLand Bail Out. OMD CEO Laura Nice, oOh!media’s Chris Freel, UM’s Ben McCallum, and Atomic 212 CEO Claire Fenner are among the 100 senior industry leaders participating in the intiative to help break the cycle of youth incarceration.
See also: Laura Nice, Chris Freel, Claire Fenner among UnLtd’s Adland Bail Out lineup
Credits:
Branding agency: Guts Creative
Research and strategy: Kara Sullivan and Stephanie Moscovis
Creative director: Dan Marshall
Media agency: This is Flow