Defining a clear proposition to improve the lives of families impacted by cancer.

How can we help Camp Quality change the lives of more children and families impacted by cancer? And how can we attract more donors and donations?

Camp Quality supports children and families impacted by cancer. Founded in 1983, their range of services has grown over time beyond camps, to include family retreats, hospital programs, school education and therapy.

We needed to refresh the brand identity and provide an updated brand book and guidelines to position Camp Quality as a support network for kids and families living with cancer and bring the Giggle brand asset (laughing face) into the modern day.

We knew we needed to provide a clear proposition to donors which would communicate what Camp Quality do and why it’s important. With a strong existing positioning around camps, fun, laughter and positivity, we recognised the need to maintain this, and build further depth beyond the singular camp experience.

During stakeholder interviews and community focus groups, we learnt the camp experience provides a healthy mental turning point for many families. We heard that upon diagnosis and during initial treatments, families often feel isolated, misunderstood, worried and uncertain. Camp Quality activities are an opportunity to take children and families out of their day-to-day context to a setting where they can feel normal, understood and supported.

With this insight we were able to build a refreshed brand purpose, ‘To change the course of every life touched by childhood cancer’. Together with existing brand positioning – bright, positive, full of laughter and happiness, creative territories were formed. This led to the brand idea ‘Positivity that shines’.

Creative concepts began with Camp Quality’s most valuable asset – Giggle. Concern was raised that Giggle no longer felt inclusive and representative of all Australian children.  We chose a contemporary new style for Giggle, illustrated by Marco Palmieri, to capture the positivity of the brand featuring a round face, simple and clean line work and an accentuated giggle. The simplicity of the strokes allows Giggle to be colourless and genderless. This new Giggle will also be translated onto a full-bodied robo-puppet and mascot costume.

The bright yellow primary brand colour was maintained with a suite of bright secondary colours used to further enhance positive positioning.  We created a squiggle device to communicate a greater sense of child-like fun.

“We approached Frost*collective ready to bring Camp Quality into a new era. Their creative team was more than willing to guide our brand refresh and we were fortunate to be offered incredible pro-bono support by one of Australia’s top creative agencies.

“Together we looked at our organisation’s purpose of bringing positivity into the lives of kids impacted by cancer and reimagined that into a vibrant, fresh look. Thank you to Frost*collective for their incredible work that will continue to help us communicate all that we do.

“We are so thrilled to have worked with Frost*.”

Deborah Thomas 
CEO
Camp Quality