Coalition for Life
Coalition for Life is a pro-life organisation based in Western Australia. Coming together from a variety of denominations their goal is to care, defend and promote the value of human life. They aim to instate legislation that upholds the sanctity of human life, at conception and at life’s end.
Coalition for Life, approached me for a rebrand to modernise their outdated, two-toned branding. Their previous blue and white logo had become restrictive, making it difficult to communicate creatively, especially across social media platforms. They recognised that a fresh design could help them engage more effectively with their audience and present a clearer, more impactful message. With lobbying efforts being a key part of their work, they felt that updated, well-designed branding would enhance their ability to communicate clearly and make a stronger impression in their advocacy for life.
Scope
+ Brand identity
+ Brand Guidelines
+ Posters
+ Socials
The Before
“Our branding was outdated and needed a fresh look. It was two toned so I also found it challenging to work with.” -Tosari from Coalition For Life
The Process
Bold & Strength | Love & Care | Defend & Respect
Preserve & Promote | Community & Family
During the brand strategy process for Coalition For Life, I was able to develop a single, strong concept that aligned perfectly with their vision, eliminating the need for multiple options. By diving deep into their goals and understanding their messaging needs, I crafted a branding solution that captured the essence of their mission while addressing the challenges of their outdated design. This approach allowed us to focus on refining and perfecting the concept rather than overwhelming the client with numerous alternatives. The simplicity and clarity of the process gave us a clear direction and enabled a smoother, more focused collaboration.
The moodboard for this concept played a key role in setting the tone for the rebrand. It featured a modern and professional color palette that moved beyond the limitations of their previous two-tone blue and white scheme, incorporating deeper, richer hues to evoke trust, authority, and compassion. Subtle yet impactful imagery and design elements were introduced to add warmth and humanity, while maintaining the professional integrity needed for lobbying efforts. The moodboard’s cohesive design laid the foundation for a brand that communicates effectively across all platforms, offering both creative flexibility and a powerful, clear-cut message.
My Clients Experience
“I so enjoyed working with Michelle, she’s straight forward but so pleasant. When she showed me the visual branding for the first time I was amazed! She had totally captured what I had envisioned! ” – Tosari from Coalition for Life
The Result
Branding
This brand embodies profound symbolism, not only through the logo but also in the supporting graphics and chosen colors. The gracious and caring color palette evokes a calming sense of unity within a strong, bold community. Centered around life and truth, the brand deeply reflects the power of love and the actions that love inspires. The client was thrilled with the result, embracing the design from the start with little to no changes, as it perfectly captured the essence of their mission.
With a deliberate focus on defense (symbolised by the shield), care (embodied through the heart), and promotion (through the people), the distinctive brandmark harmoniously integrates these facets to symbolise the collective love and unity embraced by the community in safeguarding human life. Additionally, discerning observers may detect the subtle incorporation of a ‘C’ representing Coalition within the brandmark, as well as a person reaching or hugging, further enhancing its significance.
