RMIT Giving

An identity that inspires generosity and growth

With a vision to increase donor engagement and raise the profile of its philanthropic arm, RMIT collaborated with Thirst Creative to shape a distinct identity for RMIT Giving. The result was a strategic brand system built around a dynamic infinity device – a visual metaphor for the ongoing cycle of support and achievement between donor and recipient. Applied across campaigns, reports and digital and print communications, the new identity empowers RMIT Giving to connect with audiences in a more meaningful, recognisable and authentic way.

Supporting a Culture of Giving

As a global university of technology, design and enterprise, RMIT supports thousands of students and researchers every year, some of whom are only able to realise their potential thanks to donor support. RMIT Giving, the university’s dedicated philanthropic communications arm, needed a brand that reflected its impact and helped amplify its message.

A Brand Device with Lasting Meaning

Working within the strict boundaries of the RMIT master brand framework, we developed a complementary identity for RMIT Giving that is conceptually and visually rich. At its centre sits the custom infinity device, an endless loop inspired by RMIT’s geometric brand language. It symbolises the powerful, ongoing relationship between giver and receiver, and the ripple effect generosity can have on personal growth and social progress.

Storytelling Through Authentic Imagery

Photography plays a vital role in how RMIT Giving connects with its audience. We collaborated with the team to develop mood boards, detailed briefs and art direction that focused on capturing real stories. This approach ensures consistency and authenticity, putting real students and their experiences at the heart of every communication.

Applying the Visual Identity

Since launch, we’ve worked closely with RMIT Giving to apply the new visual identity across a broad suite of communication materials. These include campaign creative, End of Year Appeals, EDMs, direct mail, annual and donor reports, fact sheets, event collateral, wall calendars and corporate stationery.

In addition to donor-focused materials, we’ve also created videos, animations and digital assets designed to raise awareness among students and the wider university community, helping to strengthen the visibility and relevance of RMIT Giving within the campus itself.

Purpose-driven Design

The RMIT Giving identity provides a strong foundation for future engagement. It enables the philanthropic team to tell stories of impact with clarity and confidence, while reinforcing the deeper message at the heart of the brand: that giving is not just a donation—it’s an act of empowerment.

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