For the first time since being founded by Glenn and his late wife Jane, the McGrath Foundation has unveiled a new logo via Hulsbosch, placing the ‘McGrath Foundation’ name front and centre and adding a new graphical element known as the ‘life force’.
The bold graphic of the ‘life force’ represents the continuing experience of all those touched by breast cancer and the optimism that is synonymous with the McGrath Foundation.
Says Petra Buchanan, CEO, McGrath Foundation: “While the life force expresses what we have always stood for – the embrace of care, support and community – we haven’t forgotten our passion for cricket, an updated stumps logo will be used for all of our cricket campaigns. The ‘life force’ embodies Jane’s legacy that every family experiencing breast cancer, has the support of a McGrath Breast Care Nurse. No matter where they live – for free.”
A new colour palette evolves Jane McGrath’s favourite colour, pink. A moodier hot pink is paired with the richness of aubergine and secondary colours red, purple, soft blue and soft pink bring versatility and expressiveness to the McGrath Foundation look and feel.
The refresh was an opportunity to leverage the Foundation’s proud heritage and strengthen the brand for future growth. The new look will be implemented across the organisation’s highly diverse fundraising campaigns to better communicate the mission and amplify the unique brand positioning of support and care for families experiencing breast cancer. Funds raised place specialist McGrath Breast Care Nurses in communities across Australia, and make breast health understanding a priority for everyone.
By promoting a greater understanding of the tangible support and benefits provided by McGrath Foundation Breast Care Nurses, Buchanan aims to build awareness with those who may consider donating and increase the Foundation’s share of fundraising dollars in Australia.
Founder and chairman, Glenn McGrath says the new look represents the evolving journey of the McGrath Foundation, and Jane McGrath’s enduring legacy.
Says Glenn McGrath: “The new McGrath Foundation logo represents the warm embrace of the care and support provided by McGrath Breast Care Nurses, and also reflects the energy and vitality of supporters, and friends of the McGrath Foundation. The new logo not only reflects the help our McGrath Breast Care Nurses give to families right across Australia but also ways that the McGrath Foundation continues to grow and innovate.”
The new master brand created pro bono by Hulsbosch is currently being rolled out throughout Australia.
Says Buchanan: “It was important for us to work with an agency whose people had a deep understanding not only of our mission, but our underlying culture and values. The rigour and care the Hulsbosch team took in understanding our needs was crucial.”
McGrath Foundation cricket campaigns, like the Pink Test which will see the Sydney Cricket Ground turn pink from the 3rd of January, will include an updated version of the original ‘stumps,’ reflecting the enduring bond the Foundation has with Australia’s cricketing community.
Says Buchanan: “The refreshed logo supports our energetic work to ensure that every family experiencing breast cancer has the support of a breast care nurse. No matter where they live – for free.”