Challenge

Australian Red Cross wanted to reach out to existing supporters, build a network of new donors, and increase brand visibility in the community through their annual Tax Time Direct Mail Campaign. We re-evaluated their existing direct mail visual identity and wondered, “How can we capture the ways that Red Cross brings a sense of humanity in the face of disaster, migration, isolation, and loneliness?”


Solution

Cummins & Partners created a campaign around the idea that the power of people’s actions can make a big difference using iconic Red Cross acts of kindness as symbols. I worked closely with creatives to redesign the visual identity from concept to final production.

As humans, we connect through stories and empathise through experiences. The framing device was developed from the logo to capture special moments and highlight key messages that evoke an emotional response. The emphasis of red in the packaging design was intentional in making the organisation stand out in the mailbox.

Red Cross is about unconditional support and helping each other through hard times. The power of sharing a cup of tea with isolated individuals; The power of reconnecting family through contact tracing; The power of partnering with Aboriginal and Torres Strait Islander communities – Red Cross can provide support because we allow them to.