State Schools Relief launches new brand identity in new campaign via The Fuel Agency
State Schools Relief (SSR) has unveiled a new brand identity in new campaign via The Fuel Agency, repositioning the organisation around the lasting impact of its work: helping children grow in confidence and belonging.
For decades, SSR has removed financial barriers to learning by providing essential items like uniforms and glasses to students. But what it really provides is more than a uniform — it’s a sense of confidence and belonging that helps children participate fully in school.
Built on the platform “Confidence Grows,” the brand is founded on a simple insight: every item provided and every barrier removed helps a child grow in confidence, and as that confidence grows, so does the child.
The new positioning places children at the centre of the organisational story, with a new logo and visual identity designed to express confidence radiating outwards through every brand interaction. The new brand will roll out across all parts of State Schools Relief and its communications.
Says Ed Bechervaise, Executive Creative Director, Fuel: “We had the insight that if children’s confidence grows, so does society. Confidence Grows captures that belief and becomes a platform that speaks to SSR’s impact of helping children realise their potential.”
Says Kerry Thoonen, Head of Design, Fuel: “The brand starts with children. We’ve managed to build a system that puts them at the heart of every brand interaction, and truly visualises the impact SSR have, both on children, and in the broader community.”
Says Ken Chow, Group Account Director, Fuel: “Every child deserves to feel like they belong. Confidence really does grow. It’s one of those rare ideas that feels obvious once you see it, because it’s so universally relatable.”
Says Tim Kidman, CEO, Fuel: “State Schools Relief is an incredibly impactful organisation, and we knew that focusing on the positive impact they provide in growing children’s confidence, it would give them a brand system capable of telling their story and supporting their growth.”
The Fuel Agency
CEO: Tim Kidman
Group Account Director: Ken Chow
Senior Account Manager: Heather Jaboor
ECD: Ed Bechervaise
Design Director: Kerry Thoonen
Senior Designer: Jon Quinnell
Senior Designer: Marta Siwecka
Head of Digital: Anthony Edge
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