western chances

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



Western Chances is a not-for-profit organisation working to unlock the potential of young people in Melbourne's west. Their scholarships support motivated and talented young people, who may not otherwise have the opportunity to pursue their education or their dreams. When Western Chances approached us they were in need of a total brand makeover in order to attract corporate sponsors.


For the initial project we were briefed to create a new Brandmark, Responsive Website and Annual Report for Western Chances - as well as a range of Digital and Print, Design and Advertising. New photography of scholarship recipients was also required, to be used throughout the website and across all the new collateral.


The new branding needed to resonate with everyone involved in the organisation, including scholarship recipients, board members, sponsors and potential sponsors. A website is usually a brands first and main touch point, so getting it right in terms of design and user experience was vital.


The new brandmark is eye-catching, engaging and positive in both colour and form. Photography of scholarship recipients, art directed by ThompsonCooke creative and photographed by Igor Sapina gave us great visual assets to work with across the entire project. The new responsive website highlights scholarship recipient achievements and provides information about how corporate sponsors and private sponsors can get involved. Importantly, the CMS we specified adapts beautifully for use on tablet and mobile devices and is easy to use, allowing Western Chances to update their website as required.


On the day the new branding and website were launched there was much excitement from everyone involved in the organisation. We received messages and emails from board members, sponsors and scholarship recipients. Western Chances professional and engaging new look has allowed them to grow their sponsorship base significantly. Their website has achieved SEO objectives through organic growth.

Ongoing work...

Digital and Print Advertising

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.

Annual Reports

The Western Chances annual reports promote the organisation beyond the financials. The images of scholarship recipients are used throughout. As Western Chances is a not for profit organisation, costs are always a major consideration and we always try to minimise our environmental impact. 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 organisation. They can be accessed online (as a PDF download) or printed as a leave behind for corporate sponsors.