The McGrath Foundation proudly showed off their new look today at the SCG, placing the ‘McGrath Foundation’ name front and centre and adding a new graphical element known as the ‘life force’ and announced a fundraising goal of $390,000 for the Pink Test.
The bold graphic represents the continuing experience of all those touched by breast cancer and the optimism that is synonymous with the 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. Our new look 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, it costs around $390,000 to fund a McGrath Breast Care Nurse for three years and that is why we have set this target for the Pink Test ‘, said McGrath Foundation’s CEO, Petra Buchanan.
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 McGrath Foundation CEO Petra 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 shown for the first time since the Foundation began in 2005 represents the evolving journey of the McGrath Foundation, and Jane McGrath’s enduring legacy.
‘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’, said Glenn.
The new master brand created pro bono by Hulsbosch is currently being rolled out throughout Australia.
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.
‘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.’