Legacy Brisbane’s bold identity and messaging strategy for deeper philanthropic connection
Summary
Legacy Brisbane sought to reposition its major donor program with a refreshed identity that would deepen emotional connection, elevate program prestige, and signal bold leadership in veteran family support. The new concept, Friends of the Flame: draws on Legacy’s founding story and the spirit of mateship, reimagined for a contemporary philanthropic audience.
Approach
The Friends of the Flame concept brings the spirit of mateship to the fore; friends helping friends in times of need. Inspired by Legacy’s founding story, the identity leans into warmth and connection while signalling a bold, future-focused approach to care.
The visual identity features an informal, approachable font that reflects Legacy Brisbane’s readiness to forge new paths in supporting Queensland’s veteran families. While mateship is subtly woven throughout, the design remains centred on families: their evolving needs, and the leadership Legacy Brisbane is showing in meeting them.
This concept balances tradition with innovation, honouring Legacy’s heritage while positioning the program as a contemporary, high-impact philanthropic opportunity.
Outcome
The new program identity, messaging, and collateral were developed to shift the narrative around major donor support: from transactional asks to emotionally resonant, values-driven engagement.
By anchoring the concept in mateship and family care, the materials invite deeper connection and position Legacy Brisbane as a bold leader in veteran support. Early feedback suggests the refreshed approach is helping to reframe donor dialogue, elevate perceived program prestige, and open new pathways for philanthropic investment.
Specialisms
Proposition development
Brand identity
Proposition Development
Strategy
Copy
Design
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