Australian Red Cross unveils new brand identity from Principals

The Australian Red Cross has launched a refreshed brand identity, inspired by the generational change in those donating and an increase in those needing aid due to growing social inequalities and climate change-driven natural disasters.

Principals executed the repositioning after undertaking research with stakeholders in the organisation from leaders to volunteers in the Red Cross stores. The feedback revealed truths about what compels people to get involved in charities.

Australian Red Cross director of engagement and support, Belinda Dimovski, said: “We recognised that a brand refresh was necessary to adapt to this shift. We needed to maximise our humanitarian impact, build pride and commitment across the organisation and recruit a new generation of volunteers and donors.”