Children’s Rights Queensland is focused on ensuring awareness of children’s rights under the United Nations Convention on the Rights of a Child. We were initially asked for brand concepts, look and feel and a logo to help promote the rights of Queensland Children.
We decided to explore beyond traditional brand assets.
We kicked off the project with workshops and stakeholder interviews. This research helped create a strategic framework for the brand encompassing brand story, purpose, essence, values and personality. We took the opportunity to fulfill the brand’s purpose – empowering Queensland children – by giving them the chance to co-design a unique font to be used on all the brand collateral. What resulted was the visual representation of the voices of Queensland children – the ‘TypeRights’ font which became the hero brand element.
