western chances

a fresh new brand for an n.F.P.



Brandmark, Responsive Website, Digital and Print - Design and Advertising plus an Annual Report. Western Chances is a not for profit organization working to unlock the potential of young people in Melbourne's west. Western Chances scholarships support motivated and talented young people, who may not otherwise have the opportunity to pursue their education and their dreams.


Western Chances was in need of a total brand makeover to attract sponsors. The new look needed to resonate with everyone involved in the organization - scholarship recipients, board members, sponsors and potential sponsors. New engaging photography of scholarship recipients was required as well as a new website. A website is a brands first and main touch point, so getting it right in terms of design and user experience is absolutely vital!


The new brandmark is eye-catching, engaging and positive in both colour and form. New photography of the scholarship recipient’s, art directed by ThompsonCooke and photographed by Igor Sapina gave us great visual assets to use throughout the entire project. The new responsive website highlights scholarship recipient achievements, works beautifully on computers and adapts for use on tablet and mobile devices.


On the day the new branding and website was launched there was so much excitement from everyone involved in the organization. We received messages and emails from all board members. Western Chances professional and engaging new look has allowed them to grow their sponsorship base significantly. Their website achieves SEO objectives through organic growth. The CMS we specified is incredibly easy to use, allowing Western Chances to update their website as required.

ongoing work...


We have since created a number of ad campaigns for Western Chances. These feature on digital billboards and printed banners at Melbourne Airport and in local press.


The concept for Western Chances annual reports promote the organization beyond the financials. The engaging and emotive images of scholarship recipients are used throughout. As Western Chances is a not for profit organization costs are always a major consideration. The annual reports were printed on 100% recycled paper using the most cost effective digital print process available. The reports were well received by all partners and supporters of the organization and are used online (PDF download) and as a leave behind for corporate sponsors.