Hand Heart Pocket
charity and philanthropic foundation
Hand Heart Pocket – a modern name and revitalised brand to engage and inspire
Challenge: Repositioning a historic charity for modern appeal
Freemasons Queensland, supported by 284 Lodges, has a long-standing commitment to helping others through its central charity, the Board of Benevolence and of Aged Masons Widows and Orphans’ Fund. Despite raising significant funds for disabled and aged care facilities, medical research, and major Australian disaster appeals, the charity lacked recognition compared to more well-known organisations. Freemasons Queensland engaged LloydGrey to transform its brand into a high-profile, contemporary organisation while staying true to its centuries-old values.
Developing a clear brand strategy and identity
Through an in-depth brand discovery process, LloydGrey crafted a strategy that aligned with the organisation’s values and aspirations. The goal was to redefine the brand architecture, clarify the brand story, and enhance the charity’s channels of engagement and communication. This included creating a new charity name, trademark, and tagline with a distinctive brand personality expressed through visual and written language.
The new brand: Hand Heart Pocket
The new name recommended by LloydGrey, “Hand Heart Pocket”, embodies the Freemasons’ ethos of providing practical help, genuine empathy, and financial support to those in need. The new logo blends traditional elements with a contemporary twist, using symbolic colours to reflect the organisation’s heritage and forward momentum.
Key outcomes of the rebrand
- Aligned Brand and Operational Strategy: Strengthened the connection between the charity’s brand and its operational objectives.
- Unified Fundraising Efforts: Brought together Freemasons Queensland’s extensive fundraising activities across local and state levels with a common purpose and collective enthusiasm.
- Increased Awareness and Engagement: Elevated the charity’s profile within the community, building greater understanding and recognition.
- Enhanced Corporate Partnerships: Attracted new corporate partners and fostered greater trust and loyalty among supporters.
- Distinct Positioning: Differentiated Hand Heart Pocket from other not-for-profit organisations, enhancing its appeal and relevance.
- Boosted Fundraising: Inspired increased fundraising efforts and boosted revenue through a compelling and engaging brand presence.
Key activities in the Hand Heart Pocket project
- Launch Promotion: Promoted Hand Heart Pocket’s launch event at the Queensland Brain Institute (QBI), a key beneficiary.
- Public Relations and Branding: Managed PR and promotional activities around the name change and rebrand.
- Brand Language Development: Created a unique brand language, including high-level messaging, illustrations, photography, and video production.
- Freemasons Queensland Lodge Kits: Developed kits to introduce the new charity brand to members and inspire fundraising.
- Advertising Campaigns: Produced campaigns for appeals, including ManUp! Australia and Drought Relief.
- Promotional Merchandise: Developed a comprehensive range of charity merchandise.
- Brand Integration: Applied the brand across all touchpoints, including internal and external communications, the website, and social media channels.
Expanding the impact
The success of the Hand Heart Pocket rebrand led to further collaborations, including:
- Annual Review: Produced the the Board of Benevolence Annual Review and Report.
- Freemasons Queensland and UGLQ (United Grand Lodge Queensland) brand work: Enhanced brand communications, redesigned the website, and created promotional videos for membership engagement.
- Masonic Care Queensland branding: brand work for the aged care business of Freemasons Queensland.
- Aegium Foundation brand creation: Established a new name and brand identity for The Geriatric Medical Foundation of Queensland, focused on promoting health, dignity, and potential in older age.
Hand Heart Pocket brandmark
Hand Heart Pocket website
Brand key messaging and visual style
Fundraising campaigns
Branding fundraising activities
Fundraising digital assets
Brand communications
Hand Heart Pocket brand video.