Camp Quality launches website and brand makeover

Australian children’s cancer charity Camp Quality has launched a new website and brand look.

The announcement:

Since 2000, Camp Quality’s logo has been a laughing, pink ‘giggle face’ with the tagline ‘laughter is the best medicine.’ That same happy face, symbolising the positivity and fun Camp Quality brings into the lives of kids facing cancer, has now been reimagined as a yellow sunshine face, with rays beaming out all around.

“It was time to refresh Camp Quality for the future,” says Camp Quality CEO, Deborah Thomas. “Looking at how Camp Quality and the world around it had changed, we knew we needed to take the next step forward.”

“This refreshed Camp Quality logo is inclusive of our diverse community of families, volunteers and supporters. It is the face of an Australian childhood, that precious time and the lasting positivity we give back to kids going through cancer. Visually, the design simplicity is easier to apply across all the new digital services and programs we developed for our kids and families during COVID,” Ms Thomas says. “The brand refresh also includes brighter more beautiful colours, fun fonts, and new messaging that encompasses the positivity for life we provide for kids facing cancer, every step of the way.

Camp Quality’s refreshed brand was created in consultation with our families, staff and volunteers, and developed with the generous support of Frost* Collective. We are proud of this vibrant, inclusive new look and are happy to have families already telling us how much they love it, which is the most important thing after all.” Ms Thomas says.

The brand refresh launches alongside a new website which brings all of Camp Quality’s information and cancer resources under one roof in a mobile-friendly, accessible design.

An out-of-home advertising campaign showcasing the refreshed brand will be in retail shopping centres from August, thanks to a generous partnership with Dentsu and Half Dome.

The brand refresh is the next era for the charity who have been supporting kids and their families impacted by cancer to build optimism and resilience for almost 40 years. Starting in 1983 with camps, Camp Quality now provides a range of recreation programs, including cancer education performance for school children, hospital support, cancer information apps and counselling. Camp Quality’s motto however remains the same – that laughter is (still) the best medicine.

Source: Camp Quality


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