‘It’s important we honour his legacy’: Father Bob’s Foundation launches bold new branding, via Thinkerbell

A year after the passing of the nationally beloved priest, Father Bob, the icon’s charity, Father Bob’s Foundation, has refreshed its brand via creative agency, Thinkerbell.

The revitalised branding of the food relief and social welfare charity was carefully crafted to capture Father Bob’s “rebellious spirit”, injecting the priest’s energy, boldness and sayings into the new communications and logo.

“While Father Bob would have found it ridiculous to bring attention to himself through a rebrand, we think it’s important that we honour his legacy by capturing the strength of the Foundation with his defiant spirit throughout the Foundation’s materials,” said Adam Ferrier, Thinkerbell’s chief thinker and founder.

“We wanted the logo to encapsulate his bold ‘punk in priest’s clothing’ character to express his passion for leaving no one behind.”

Despite Father Bob’s absence, his charity’s work has continue with the need for its meal services increasing twofold in the past twelve months.

And with the cost-of-living crisis continuing to plague Australians as the weeks and months go by, Father Bob’s Foundation’s chairman, Adrian Kinderis, said the group’s work is growing, geographically and in importance.

“When reflecting on the year since Bob’s passing, Father Bob’s Foundation’s job moving forward is to crystalize its purpose in the absence of its dynamic leader,” Kinderis said.

“With Father Bob’s passing it rests with the Foundation to continue his good work and to fully realise the purpose of the work we do without him front and center – addressing food and emotional poverty. At the core of what Father Bob believed was that nobody should be left behind.

“With mental health concerns and the cost-of-living crisis at worrying levels, these issues coupled with social isolation and loneliness, we are seeing the work of the Foundation expand beyond the traditional Port Phillip boundaries,” he continued.

“While this manifests as a hot meal or food relief, it is equally about connection, community and emotional support for some of the most vulnerable members of our community.”

Moving forward, the charity will have a new annual initiative, ‘Father Bob Day’, which is set to drive awareness to the group’s fundraising efforts. It will take place on September 14 – Father Bob’s birthday.

“Father Bob’s passing was a massive loss for the community, however, one year on his work continues to thrive with his spirit living on through the vital care and support offered by the Foundation,” the foundation’s board member, Danielle Prowse, said when asked about the initiative.

“We hope that Father Bob Day will not only serve as a celebration of Father Bob’s life but will also encourage support for the Foundation’s initiatives so that we can continue his life’s work. In terms of what the day will look like, well you can be sure there will be dogs and AFL – two of his passions.”


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.