Inclusive Creatives

For over 45 years, the David Collins Leukaemia Foundation of Tasmania (DCLFT) has supported Tasmanian researchers, professionals and people living with blood cancers, with financial assistance when it’s needed most.

The Challenge

The Foundation approached us to evolve their brand, without losing the familiarity and trust they had built over decades.

We needed to develop a unifying platform for communication and bring a sense of optimism, strength, and humanity to a deeply sensitive space, whilst also clearly differentiating from the Leukaemia Foundation of Australia.

The organisation had some recognition amongst locals, but like many long-standing charities, its brand and communications had not kept pace with its impact.

Our Approach

We worked closely with the Foundation’s Board to understand not just what they do, but who they support, and how those people see themselves.

Because for those living with blood cancer, the diagnosis is part of their story, it is never the whole story. It was this approach that gave way to the creative platform ‘It’s in our Blood’.

A simple line, grounded in a familiar phrase, reinterpreted with purpose; what drives us, what defines us and what connects us. The platform became more than a tagline. It invited patients, families and medical professionals to share what’s in their blood. The campaign re-framed the conversation, positioning cancer as something you have to face, not something that defines who you are.

Project Scope

• A reimagining of the visual identity, with bold colours and distinctive graphics
• A new website designed for clarity, accessibility, donations and storytelling
• A 12-month campaign to celebrate the Foundation’s 45th year
• Social media strategy and content
• Event and fundraising collateral
• Newsletter templates for in-house use
• Branded and patient-facing collateral
  

Results

DCLFT now has a brand that reflects the strength of its community and the depth of its impact. A clear shift from the once overly clinical to more human-centred communications, we’ve blended information with emotion and the individual stories have become a shared identity.

In the not-for-profit sector, brand is not just about awareness. It’s about connection and giving people a chance to be a part of the journey.