Take action. Touch hearts. Open pockets.

The new name, look and manifesto for the charity of Freemasons Queensland repositioned it as a contemporary organisation. While being true to its century-old values, the charity needed to be more distinctive and relevant to remain competitive in raising vital funds for the community.

Freemasons Queensland invested in extensive development work with Lloyd Grey to explore its aspirations and discover where its opportunities lay. With courage, it embraced a name change and brought new colour and zest to its fundraising.

Hand Heart Pocket logo

Lloyd Grey worked with the Freemasons’ values to develop the new brand foundations, name and logo. The name was something which was very close to the brethren’s hearts as well as accessible to the public. It is taken from the Freemasons’ gesture of hand, heart and pocket symbolising their pledge to give practical help, genuine empathy and financial generosity to those who need it most.

Hand Heart Pocket from Queenslanders' Hearts
Hand Heart Pocket Making More Possible tree
Hand Heart Pocket Supporting Big Ideas hot air balloon
Hand Heart Pocket Creating Better sunflower

The new logo for the brand features both traditional elements that reflect the Freemasons’ past and a contemporary interpretation in distinctive colours chosen for their symbolic associations.

Hand Heart Pocket is now the face of Freemasons Queensland fundraising at both local and state level, inspiring the community, corporate givers and charity partners.

Hand Heart Pocket brand ambassadors

A brand that represents the heart of Freemasonry

Lloyd Grey appreciates Freemasons Queensland’s trust in sharing so much with non-brethren. We believe this successful brand shows what can be achieved when everyone is dedicated to making a real and lasting difference.

Deliverables

Brand audit
Brand strategy
Brand essence
Brand positioning
Naming
Communication strategy
Brand identity
Copywriting
Brand collateral
Website design
Promotional campaigns
Photography
Illustration
Signage
Merchandising