When Life Education first approached us, they were in the midst of an identity crisis. For years, their loveable giraffe mascot, Healthy Harold, had been one of the most recognisable characters in classrooms all over the country — but even he was starting to lose relevance with the new generation of Aussie kids. Life Ed was being perceived as an old-school brand for children, but the reality couldn't be further from the truth. Our challenge was to shift this perception by revitalising the brand for modern times, while shining a light on all of the amazing, genuinely life-changing work they do in classrooms all over the country.
Life Ed holds a very special place in the hearts of generations of Australians, so we didn't take this opportunity lightly. We started with a complete overhaul of the brand,...
referencing the nostalgia the brand was known for, without being beholden to it. We added colour and vibrancy to every brand asset, from their website and promotional materials, all the way down to their business cards and email signatures. We also launched Life Ed’s first brand campaign in decades, where we asked Aussie kids from all walks of life about the things they’ve learned in the Life Ed program.
