The Brand Agency has helped the Valued Lives Foundation launch its new brand platform with a colourful and expressive brand identity based on individuality and choice. Established in 2013, the Valued Lives Foundation is a dynamic, peer-led organisation that empowers people with disabilities to shape their own support services, helping give them more choice and control over their own lives.
The Brand Agency was engaged to rebrand the visual identity, tagline and brand platform, with the new identity centred around the idea of individuals living their best life. A life full of character, vibrancy, choice and independence.
“We wanted this brand to capture the individuality of each and every person in the Valued Lives community,” says The Brand Agency’s Katie Pelosi. “To show the strength and beauty in each and every person and how that shapes the collective whole.”
Every letter has been custom made and hand-crafted to sit harmoniously with the character beside it. This is symbolic of how individual differences complement one another and create a unique but united existence. Valued Lives embraces this uniqueness and proudly showcases them to them world.
It was then expanded into a bespoke typeface that could be used on key items of brand collateral to encourage further individualisation. The tagline – ‘The Life I Choose’ – became a key asset and instead of appearing in a traditional logo lock-up, was introduced as a flexible badge where its application is a personal choice.
The organisation aims to deliver on a range of core principles based around empowerment, inclusion and connection. The new platform delivers on this by embracing a brand that gives members the power to reflect their own personality through design.
Valued Lives Brand, Marketing Lead, Jessica Hicks, said: “We are thrilled to mark our 10-year anniversary with a refreshed look that mirrors the vibrant energy of the incredible individuals who make up Valued Lives, and the people we support to live their best lives.”
“The refreshed look truly embodies the vibrant energy and uniqueness of the Valued Lives community. Thank you to The Brand Agency for transforming our vision into a lively and fun reality!”
For more on how the Valued Lives Foundation is helping to make a positive difference to those they support, visit valuedlives.org.au.
Client: Valued Lives Foundation
Jessica Hicks, Brand Marketing Lead
Jane Forward, Chief Executive Officer
Agency: The Brand Agency
Dan Agostino, Head of Design
Katie Pelosi, Senior Design Lead
Matt Popkes, Head of Strategy
Emma Ridley, Strategy Director
Emily Coleman, Strategy Director
Heather Bowen, Senior Copywriter
Steph Gotch-Martin, Account Director
Darcy Sargent, Account Executive
Paul Connelly, Finished Artist