Gift of Goodness – a brand system that instills the joy that comes with the gift of giving and generosity.
Every year at Christmas, CatholicCare receives hundreds of phone calls from Sydney families who are doing it tough and seeking support to make ends meet. Through the ‘Gift of Goodness’ campaign CatholicCare partners with Harris Farm and Sydney Catholic Schools to raise money and deliver hampers to these families in need. The objective was to create an eye-catching and memorable brand with appeal to both adults and children, people from different faiths and giving motivations to create visibility and traction in the market.
The brand direction we created conveys a sense of optimism, festivity, energy and movement. It is accessible and easy to interact with, maximising flexibility, allowing us to pivot easily between the requirements of each piece of collateral and each target market. The letter forms in the word mark vary in weight and height for playfulness, along with the expression lines drawn around the lettering.
A paper cut style of illustration is paired with a layered paper texture, to give a hand crafted aesthetic. The free-form overlapping shapes are a more literal reference to the produce in the hampers with the natural fibres of the paper which give an organic, natural and authentic feel.
“We are proud to have 3BL as our creative design studio partner. When we embarked on a new social justice initiative with Sydney Catholic Schools we needed to focus on the social justice takeouts for both the students and their schools as well as raise money. “Gift of Goodness” was born and it has delivered a strong creative platform which will remain in market for the next 3 years. Thank you 3BL.”
We acknowledge the Traditional Owners of country throughout Australia
and recognise their continuing connection to land, waters and culture.
We pay our respects to their Elders past, present and emerging.