Camp Australia reveals first rebrand in 30 years

Outside School Hours Care (OSHC) provider Camp Australia has unveiled its first rebrand in 30 years, with the organisation revealing the old brand no longer reflected its values.

Camp Australia’s new branding was designed to show off the organisation’s core beliefs, placing children at its centre.

The OSHC provider has been hit with a series of fines for regulatory breaches in previous years, but Camp Australia says the rebrand isn’t about forgetting its past, but rather a way of continuing to improve.


The new Camp Australia logo

The organisation partnered with design agency Universal Favourite on the rebrand.

Chief marketing and sales officer, Tom Dusseldorp, said Camp Australia has improved the quality of its services over the past year.

“The reason for the change was the Camp Australia brand, whilst much loved, no longer reflected who we are and how we operated,” he said.

“We decided to move into a new year with a refreshed brand that represents our promise to ‘Guide Children’s Growth’.

“Over the past year, Camp Australia has invested significantly to improve the quality and consistency of our services, and this brand relaunch reflects the transformation we’ve undertaken as the leading provider of Outside School Hours Care.

“The new narrative and visual identity embody what it means for us to be providing the most enriching experiences for children and guiding children’s growth.”

Speaking about the new visual identity, Dusseldorp added that it strikes a balance between playfulness and professionalism, with green being a primary colour that represents growth.

“Our new visual identity, including a new colour palette, is the right balance between professionalism and playfulness, which represents well the nature of the experiences we deliver each day. Our primary colour mint green represents growth,” he continued.

“The C and the A of our new logo, further bring to life how at Camp Australia we provide a knowledge playground that enriches the lives of young Australians, combining structured learning and open play.

“Camp Australia employs the best educators to deliver enriching childhood experiences and this brand relaunch reflects the excellence we aim to bring to every one of our services.

“The new brand architecture will provide greater clarity into all our interactions with parents, schools, and the whole community more broadly.”

Dusseldorp noted that the new branding has already been well received, with positive feedback from employees, parents, principals and regulators and in Camp Australia’s growing quality ratings.

“The new brand has been well received by the Camp Australia family, and we’re looking forward to showing all of our stakeholders more of the passion that drives us in children’s development.”

Along with the main brand refresh, Camp Australia has also rebranded its two key products: ‘Your OHSC’, which represents its before and after school care services, and Rocketers, its holiday care offer.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.