thebox’s TOBY for Childhood Cancer brand design continues to gain international accolades
WA’s largest regionally based agency, thebox, has achieved a significant milestone as their heartwarming creation for TOBY for Childhood Cancer, received the coveted Best Brand Awards 2023, Asia and Oceania Bronze and was the highest awarded brand in Australia. This marks the third award the brand design has garnered, following its recognition at the Summit Creative Awards where it won Gold and Best in Show in 2022 which also saw thebox take out Top Agency in 2022 at the same awards.
The Best Brand Awards is an international competition that recognises the concept and design of brands from around the globe. Designers, agencies and companies compete every year to present their best work. In 2023, brands from 30 countries and six continents were submitted. TOBY for Childhood Cancer has a deeply touching origin. Conceived by thebox for a Not-for-Profit organisation, it was born from a place of love and profound loss. Founder Ian Meachem tragically lost his 4-year-old son, Toby, to childhood cancer.
Scott Robinson, Founder of thebox said: “Working with Ian was a personal journey for us. When he approached us to develop the brand for a research foundation focused solely on childhood cancer, we knew it was a cause close to our hearts and a no-brainer for us to contribute.”
“Toby’s love for nature and all creatures, great and small, served as the inspiration for the brand’s unique mark. But it was the bee that truly encapsulated Toby’s spirit and enduring presence. Ian and his wife Tania began to see bees everywhere after Toby’s passing, in their house, in their car, clinging to the bonnet, and waiting for them on their front door handle. It’s as if Toby was checking in on them through these tiny messengers of nature.”
Robinson said the bee became the central element in the brandmark, signifying strength and resilience. Coupled with vibrant yellow and bold black colours, the Toby for Childhood Cancer brandmark stands out amidst a
crowded marketplace of children and cancer charities.
Ian Meachem said: “Scott and his team are an amazing bunch. When I approached Scott about starting the charity not only did Scott accept with open arms, but his whole team also embraced it and continue to support Toby for Childhood Cancer and our cause. thebox team were not given too much to work with to develop the Toby brand, it is such an emotive subject for Tania and I to talk about. But Scott asked about Toby, his passions, his light, our goals for the charity. Some of the only direction we provided was that we wanted to focus on creating positive change. We wanted to avoid using guilt marketing, confronting imagery etc at all costs and focus on the opportunity we have to make change, we wanted to make the conversation less confronting, so that hopefully more people will talk about it!
“A couple of weeks later Scott presented our amazing brand and nailed it! Our logo draws a huge amount of attention, it’s not often people will approach you in the street to say they like your t-shirt – but this logo inspires a reaction, an inquiry, a question – constantly. This logo nails everything we could have ever hoped for, and it has proven to be a massive part of why the charity has launched with such success and rapid recognition.”
thebox’s partnership with Toby for Childhood Cancer extends beyond the brand creation. They continue to collaborate in developing a recognisable and reputable foundation, which is dedicated to pioneering research for childhood cancer. This includes the foundation’s website and design collateral including merchandise to ensure Toby’s legacy lives on.
