McGrath Foundation
Not-For-Profit
How do you signal change for one of Australia’s most loved charities?
Twenty years ago, the McGrath Foundation set out to make sure everyone going through breast cancer had a McGrath Breast Care Nurse by their side. In 2024, they achieved that incredible aim by funding 250 nurses across Australia.
In 2025 the McGrath Foundation has a new and even bigger mission – to take their extraordinary nursing care to all cancers. However, when you’ve grown to be the pink charity in Australia, bringing the nation on a new journey takes lots of collaboration, and care.
Services
Brand strategy, identity, art direction
Putting care front and centre
The McGrath Foundation nurses have always been the beating heart of the organisation, so they were the starting point for refreshing the brand. Inspiring both the brand experience principles and personality, their brilliant minds and big hearts sit firmly front and centre within the new brand expression.
Heart and head
To convey the expertise and warmth that nurses bring to every person experiencing cancer, the design system combines graphic elements inspired by medical textbooks with handwritten quotes that might be found in textbook margins. Drawn from interviews with McGrath Foundation nurses, these quotes bring warmth, realness, texture and depth.
The lifeforce lives on
The existing ‘lifeforce’ expression within the logo represents the people on all sides of the organisation–the nurses, the staff, the people experiencing cancer, and the community. To make this more of a focal point, and help it work harder at smaller sizes, the expression was modernised and incorporated as the M in McGrath Foundation.
Bring the energy
Bursting with the new colours, textures and shapes, bespoke illustrations can be used behind photos of the nurses to champion their expertise and to position them at the centre of the brand.
Putting the brand to the (Pink) test
The 2025 Pink Test was the launch moment for the McGrath Foundation to tell Australia (and the world watching on TV) of their new mission. The new brand and hero line ‘Our care, now for all cancers’ were celebrated across the Sydney Cricket Ground, merch, volunteer activations, and the accompanying Virtual Pink Seat campaign on socials.
Australia won the test in a speedy 2.5 days, yet the McGrath Foundation still smashed their fundraising goal for six, with the test becoming their most successful fundraising campaign to date. Our team was honoured to have been volunteers on the day, and to have played a small part in launching this incredible next phase for such an amazing organisation.
Results
- Over $9 million raised (+38% YoY)
- 60 McGrath Cancer Care Nurses funded
- 6,000 families supported
- 452,668 Virtual Pink Seats sold
“Re were an exceptional partner throughout our brand repositioning and Pink Test launch project.”
“From our very first chemistry session, their team demonstrated a genuine curiosity and passion for deeply understanding our Foundation. From discovery to strategy and implementation, they were fully invested in capturing the essence of our brand and the natural evolution we aimed to convey.
They expertly balanced challenging our thinking with fostering co-creation, ultimately becoming an extension of our own team. We were thrilled with the outstanding results and the overwhelmingly positive reception of the refreshed brand from the Australian community. I wholeheartedly recommend the team at Re for any brand strategy or campaign project you may have.”
AMANDA Schmidhofer
Head of Brand and Marketing
Credits
Illustration
Bernardo Henning
Motion Graphics
Resolution
