Our freshly squeezed ideas

BoysTown

Brand Refresh

Lemonade were faced with a big a challenge in changing the public's perception of one of Australia's best known not-for-profit-organisations. BoysTown is one of Australia's leading providers of assistance and guidance to the countries youth in need. The work they do is powerful, compelling, inspiring and most importantly has a lasting effect. BoysTown run numerous programs Australia-wide to help youth through programs such as Kids Helpline, employment programs and refuge facilities. The organisation is funded largely by it's famous house and car lotteries operations.

Working to a brand idea we created a new positioning statement 'Fresh Start. New Hope' which we used to drive the new vision. The new brand identity had to dispel any negative connotations or stigma associated with the origins of BoysTown. It also needed to appear to be non-gender specific and most importantly provide a strong symbol for a positive future.

The final identity utilises a flower-like shape which represents new growth, prosperity and positivity. It can also be seen as a guiding star which is suggestive of a bright and positive future ahead. Bright colours inject a fresh vibrant look and feel while dark grey adds credibility and professionalism. A dynamic visual language has also been created to support the logo and provide a flexible and robust brand toolkit for any application.

As part of the initial roll-out Lemonade created templates for many and varied documents and applications which include lotteries templates, stationery, brochures and powerpoint/MS Word.

The result is a logo which is highly accessible and relevant to the market it serves. It is fresh vibrant and dynamic yet has strong corporate appeal and has a timeless element to ensure it's longevity into the future. It works to support the new positioning, it's values and mission.