Background
The VSDC needed a new name that could break it free from the residual perception of the old Deaf and Dumb School it had evolved from and was more reflective of its vision to provide services in NSW and Queensland. Additionally, the share of charitable donations was under increasing competition from many not-for-profit organisations who were becoming more sophisticated in their branding and marketing.

Creative Strategy
The underlying theme that drove our creative execution was that deafness is not a barrier and deaf children can be exposed to the everyday and educational experiences all children enjoy. Their new visual identity was created to be life-affirming, inspirational and positive.

The resultant brandmark was inspired by the allure of kite flying – a simple pleasure that can make every child's spirit soar. The 'look and feel' was bright, emotive and optimistic. Blue sky imagery was also used to support this theme. The brand was launched in Victoria with a kite-flying day for children, their parents, staff and other stakeholders. The kite-flying day has since became an annual event.

Outcomes
The process involved in creating their new visual identity also helped the organisation redefine itself – its ideals, values and what they wished to stand for. The new brand successfully repositions the organisation away from any 'institutional' perception and has helped to differentiate it from many other not-for-profits.

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