Australian Children’s Music Foundation launches new brand strategy and refresh via Guts Creative

Purpose-driven branding agency Guts Creative has helped relaunch Australian Children’s Music Foundation (ACMF) with a new brand strategy, positioning and visual identity. The partnership, facilitated by the industry’s social purpose organisation UnLtd, will help ACMF to stand out, raise their profile and supercharge their programs supporting thousands of young people at risk.

Since being founded in 2002 by Don Spencer OAM of Play School fame, ACMF has been tackling inequity in Australia by changing young lives through music with long-term music programs in remote and disadvantaged schools, juvenile justice centres and hospitals.

The new brand strategy is an exciting evolution of ACMF’s 22-year history and centers around the idea of raising the bar to tackle inequity.

The project was a great fit with Guts’ expertise and their research proved ACMF’s impact is truly life changing. Guts wanted the new brand strategy to reflect the impact, to help attract more donors and supercharge the organisation for growth.

Kara Sullivan, founder of Guts Creative explains that re-branding the iconic Australian Children’s Music Foundation has been such a rewarding project: “We are old enough to have grown up with Don on our TV and as soon as we read the insights from young people in the juvenile justice system, we were hooked. It’s been awesome working with the ACMF and Dan to amplify the brand; re-positioning ACMF as the vibrant, impactful and powerful force they truly are.”

Guts’ lead designer for the project was graphic designer, illustrator and writer Dan Marshall who’s published five children’s books and was shortlisted for a Children’s Book Council of Australia Award this year.

Says Marshall: “An exciting brief like this doesn’t come along every day and as passionate music lovers we were stoked to work with a bona fide music legend like Don. Going into the schools and seeing the powerful affect ACMF has on children’s lives was a fantastic experience and proved a huge inspiration. We can’t wait to see ACMF raise the bar with their new brand.”

The new brand identity launches in May and will include a new logo and brand identity at launch, with a new website underway and a fresh look for the National Songwriting Comp which launches on 3rd June. UnLtd has secured This is Flow as a Social Impact Partner for ACMF and they will be planning and launching the national campaign with creative launching in early August.

Says Jade Harley, director of partnerships at UnLtd: “The research and strategic thinking that Guts has put into this project is a gamechanger for the ACMF and will stand the test of time. The resulting new identity is vibrant, joyful and impactful – speaking to the breadth and depth of ACMF programs, not only in schools, but in juvenile justice centres and hospitals across the country. Big thanks to the Guts team for giving your passion and talent for this project!”

Says Frances Georgeson, general manager of ACMF: “We are thrilled to partner with both UnLtd and the Guts Creative teams to launch a new era for the ACMF.  This rebranding is both dynamic and joyous, and it further amplifies the impact the Foundation delivers through its long-term music programs to thousands of children each week who would otherwise miss out on the benefits a music education provides.”

Branding Agency: Guts Creative
Research & Strategy: Kara Sullivan & Stephanie Moscovis
Creative Director: Dan Marshall
Media Agency: This is Flow