Charity Rebrand a Winner

Picture: The Benevolent Society

A move to rebrand Australia’s oldest charity, the Benevolent Society, as part of its 200th anniversary celebrations, has received international recognition.

The new Corporate Identity program developed by creative agency Designworks for the Benevolent Society has been formally recognised with an international ‘Brand New Award’.

“One of only a few Australian agencies to receive accolades in the competition, Designworks was awarded a four star rating in the ‘Comprehensive Identity Program’ of the annual awards, for its far-reaching strategy to revitalise Benevolent Society’s brand identity and give it a renewed vision and clear expression,” the Benevolent Society CEO Anne Hollonds said.

The project was one of 75 winners selected from across the globe, from more than 700 submissions.

“We have had great feedback from the public about how much they are drawn to our colourful and vibrant new look,” Hollonds said.

“In our 200th anniversary year, we are thrilled to finally have a brand which expresses how dynamic, caring and unique our organisation is. It is our hope that this new brand identity will enable us to be an even more powerful catalyst for positive social change in Australia.”

Mark Kennedy Managing Director, Designworks Sydney said: “We are both honoured and excited to have this important identity strategy with Benevolent recognised by these Awards. The work has truly brought the Benevolent Society brand and positioning to life, and will help communicate its important values both now and in the future.”

Run each year by bloggers and publishers UnderConsideration, the Brand New Awards are provided to the best of Identity Design from across the globe. Winners are picked by a panel of judges, and the competition is a direct extension of the blog Brand New.