Paul Ramsay Foundation
We’re helping one of Australia’s largest philanthropic organisations stop disadvantage and ensure Australia’s people and places have what they need to thrive for generations to come. Our new brand takes PRF from an inconsistent and corporate looking organisation to an impactful foundation known for shifting conditions to create positive intergenerational change.
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Paul Ramsay Foundation
Thrive for generations
We’re helping one of Australia’s largest philanthropic organisations stop disadvantage and ensure Australia’s people and places have what they need to thrive for generations to come. Under the leadership of CEO, Professor Kristy Muir, Paul Ramsay Foundation is delivering a new strategy rooted in systems thinking. Our new brand takes PRF from a corporate-looking organisation to an impactful foundation known for shifting conditions to create positive intergenerational change.
Systems thinking
When Australian businessman Paul Ramsay died in 2014, he bequeathed an incredible $3B to the Paul Ramsay Foundation. The Foundation is a testament to his resolute belief in action; that empathy, collaboration and new thinking can transform people’s lives. With Kristy Muir at the helm, PRF is engaging people and communities to get to the root of what they really need to thrive. At this inflection point for the Foundation, we knew we could refresh the brand to better reflect the new strategy — setting a path for the future with a humanising brand identity.
First Nations consolidation
As part of the brief, we needed to ensure our visual and verbal identity could be easily translated into a First Nations version of each brand communication. We’ve looked to The Seventh Generation Principle and considered how the decisions we make today will impact our world in seven generations to come. This was about solving for today, and for the future.
One big puzzle
The Rubik’s Cube captured our imagination, we wondered if the entire identity could resemble one big puzzle. Reflecting the complexity of the work the Foundation does and the importance of considering challenges holistically, rather than considering just one side of a problem. It’s a simple and clear model to communicate their impact that connects with stakeholders, partners and the public. Puzzle pieces act as containers for imagery, text, ideas and data. Photography principles make sure the work the Foundation is doing is captured in the right way, with sensitivity to the communities and people they work with.
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"Frost*’s vision on this project was truly as ambitious as our own. The depth of thinking and strategic rigour put into unpicking what was needed to set us up for success was a joy to watch. They’ve created a brand to lead us into the future and one that everyone at PRF can get behind."
Nicola Hannigan, Head of Communications, Paul Ramsay Foundation
