Aegium Foundation

NOT-FOR-PROFIT ORGANISATION

Elevating awareness and redefining purpose for a not-for-profit foundation

The challenge: Repositioning a legacy organisation for greater impact

The Geriatric Medical Foundation of Queensland (GMFQ), established by Freemasons Queensland, is a not-for-profit committed to advancing age-related research, improving services, and building awareness of geriatric and neurological issues. Despite its important work supporting research at Queensland’s leading universities and rural health initiatives, the organisation struggled with public visibility and consistent fundraising. GMFQ engaged LloydGrey to revitalise its identity and better align the brand with its ambitions.

The opportunity: Creating a brand that connects with donors and partners

Through brand discovery workshops with the Board of Directors, we identified a key obstacle — the organisation’s name. The acronym GMFQ was hard to recall, pronounce, and connect with emotionally. Our recommendation: a fresh, evocative name that would resonate with stakeholders, enhance memorability, and signal a more modern, purposeful direction.

The solution: Introducing Aegium Foundation

The chosen name, Aegium Foundation, draws inspiration from the word ‘age’, positioning the organisation with dignity and purpose while being easy to remember, pronounce, and trademark. Crucially, the name cannot be reduced to an acronym — a strategic move that protects brand clarity and avoids confusion. The new name marked a bold shift in identity, successfully moving the foundation into a space of greater public and philanthropic relevance.

The brand identity: Symbolising insight, research and wisdom

The visual identity was designed to reflect both the intellectual and emotional core of the organisation’s mission:

Symbolism: A square interlocked within a circle contains intersecting eye-like forms that create a central iris, suggesting perception, focus, and research.
Colour palette: Earthy tones represent grounded wisdom and respect for ageing, while darker gradients suggest new discovery and deeper understanding.

Together, these elements form a brandmark that is recognisable, sophisticated and rich in meaning.

Crafting the brand story: Communicating purpose with clarity

To strengthen awareness and donor engagement, LloydGrey developed a powerful narrative for Aegium Foundation that articulated its mission, values and impact. This brand story became the foundation of its communications, appearing in a new website, promotional materials, and fundraising collateral, ensuring consistency across all channels.

Aligning brand and strategy: From identity to operational impact

The rebrand was more than a name and visual refresh — it helped define the Foundation’s strategic direction:

Clarify vision and purpose for consistent fundraising messaging.
Define brand architecture for partnerships and endorsements.
Increase corporate awareness to attract donors and collaborators.
Build brand equity within the not-for-profit and research sectors.
Boost fundraising outcomes through stronger engagement.

Cultural alignment and organisational benefits

The rebranding process also delivered broader business improvements:

Brand Purpose: Aligned internal strategy with external positioning.
Brand Culture: United team members under a shared mission.
Brand Reputation: Strengthened stakeholder trust and engagement.
Brand Presence: Delivered a confident, cohesive face to the market.

The roll-out: A comprehensive rebrand launch

LloydGrey delivered a full suite of branding and communications assets to support the launch and ensure long-term consistency:

Brand style guide and manifesto
Website and digital presence
Promotional materials and brochures
Event banners and speaker notes
Communications strategy and PR
Bequest brochure and corporate pack
Advertising templates and branded merchandise

The rollout positioned Aegium Foundation to thrive in its fundraising and partnership goals, with a strong brand platform to support its future initiatives.