An interesting branding for Benevolent society, which is the first and oldest charity in Australia.
The program focused on four clear objectives:
- to bring together a diverse and disparate team, behind a single clear purpose and ambition;
- to redefine the language of the sector away from negativity and cold functionality, to positivity, optimism and meaning;
- to create a flexible brand and communication platform that appeal to clear target audiences; and
- to accurately communicate the story of Benevolent Society, it’s importance, role and impact.
In my opinion, I think this colorful spectrum of colors can surely attract people’s attention and to create a positive tone of voice. But for trying to use a flexible branding, can it surely make a brand awareness for its target audience enough? It might has too many variety of graphic element for making a consistency for the brand.
Therefore, there are pros and cons for using flexible brand. It just depends on you for choosing the right element and capture the right moment.
For more information please visit http://www.designworks.com.au/#brand-transformation.html