Principals rebrands Townsville Hospital Foundation to Brighter Lives

Branding agency Principals has completed a rebrand for the Townsville Hospital Foundation, which now becomes Brighter Lives.

The project was partially pro-bono, and involved a new name, narrative and visual identity to accompany the organisation’s new leadership, fundraising goals and a remit to support public health services across North Queensland.

The challenge was ending the foundation’s position as “one of the state’s best kept secrets” and driving donations to fund services and equipment in a cluttered market of “deep-pocketed, national non-profits”.

The new visual identity

“We’ve been committed to better health in our region for the last 30 years,” chief executive of Brighter Lives Tanya Busoli said.

“Alongside our volunteers, who brighten the lives of patients every day, we support lifesaving public health services in Townsville and across our region by fundraising for equipment, training, research and world class facilities. Essentially, we are making the lives of people who call on Townsville health services brighter and the new brand now reflects this.

“We are incredibly grateful to have had the opportunity to work with the team at Principals. Their process allowed us to engage our stakeholders across the journey and we’re very excited to be able to reveal our bright new brand.”

The old name and logo

The new visual identity was inspired by the yellow shirts of the organisation’s volunteers.

“The new brand strategy embraces the strong parochial nature of North Queensland, taking it to the national brands in the space by doubling down on the Foundation’s status as the only truly local charity that supports public health services across the region,” explained Principals’ associate strategy director Charlie Rose.

“The new brand and name reflect a passion for supporting the community as well as an outlook and drive for creating a brighter future for North Queensland.”


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