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 .
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.
The RSL is a renowned organisation and a brand deeply grounded by Australian history. 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.
Our design team took the time to consider these creative themes and how they would be conveyed across all design touchpoints of the brand to ensure the visual identity of RSL was maintained. . 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%.