Surf Life Saving WA RG Product Branding

Surf Life Saving WA Beach Champions logo


Surf Life Saving WA required a refreshed name and new sub-brand for their existing regular giving product. They wanted these special donors to feel an even stronger sense of community and pride in their role as part of a 120-year surf lifesaving tradition.


Our concept for the Surf Life Saving Western Australia RG product was grounded in a strong sense of pride in being part of a special community of amazing people going above and beyond to keep people safe on West Aussie beaches.

We emphasised that while surf lifesavers are rightfully seen as heroes and champions, it’s the generosity of SLSWA’s supporters that makes their work possible. We wanted donors to realise that they are champions, too, and to feel appreciated and celebrated for the crucial role they play in saving lives.

In addition to the branding aspect of this project, we mapped out a comprehensive communications journey for the first 12 months, to warmly engage donors at key points and minimise attrition.

The launch of the campaign saw the number of existing regular donors double.


  • Campaign strategy
  • Concept development
  • Graphic design
  • Copywriting


Tone Studio

What our clients say

“Tone and Change&Co have become a permanent addition to our team. Everything they produce for us never disappoints. My favourite project we’ve worked on together has been the rebranding of our monthly donor Beach Champions program. Tone developed a cohesive brand that said everything we didn’t know we wanted to say to our donors. We were so proud to welcome our newest Beach Champions, thanks to Tone’s & Change&Co’s amazing input.”
Ellaine Hislop
Fundraising And Philanthropy Supervisor Surf Life Saving Western Australia