The Returned & Services League of Australia (RSL) is an independent, not-for-profit organisation that supports current, and former, service men and women. RSL Australia and RSL Victoria have partnered with Thirst Creative for a number of years on a variety of projects.


Not for profit


Design, Marketing, Branding


As RSL was coming up to their annual historical events, the organisation was in need of campaign collateral and design assets that reflected Australian heritage and the brand’s core values.


Working with the RSL on a national and state level, our team assisted with a range of design and brand development projects for their Annual Community Benefits Reports, ANZAC Day and Remembrance Day Poppy Appeals, and national Centenary of RSL brand mark. In addition, our team worked to develop the brand guidelines documentation and associated collateral for the Centenary of RSL.

Our design strategy needed to reflect rich Australian community symbols.

The goal

RSL were in need of brand guidelines that would direct the design of Annual Community Benefits Reports, ANZAC Day and Remembrance Day Poppy Appeals, and the Centenary of RSL.

Deeply grounded by Australian history, RSL’s brand language is consistent.

The process

Our team ensured that the final creative themes would be rolled out across all design touchpoints of the brand to ensure the visual identity of RSL was maintained.

To stay true to the brand’s heritage, our designers developed campaign collateral themes that incorporated iconic imagery and symbolism that reflects both the core purpose and mission of the RSL, as well as their community values and the red poppy.

These themes were also used as the creative direction in the redesign of the poppy appeal collection box in the lead up to the ANZAC day appeal of 2017. We are proud to have played a part in designing the 2017 collection box designs and helping the RSL to increase their donations by 200%.