Hendell Foundation

Supporting advocacy that changes lives

The Opportunity

Millions of Australians face barriers in accessing the supports they need to live their everyday life.

Whether it’s disability services, employment opportunities, education equity or veterans’ affairs, navigating complex government systems can leave the most vulnerable unheard and unsupported.

The Hendell Foundation exists to change that. As an independent advocacy organisation, Hendell helps people cut through red tape, find their voice and move forward with dignity.

Our task was to create a brand identity that clearly communicates Hendell’s advocacy role – balancing empathy with authority and providing a sense of calm guidance for people in moments of uncertainty.

Our Approach

The objective was to build a strategic brand platform that captured Hendell’s role as a trusted guide, conveying both compassion and clarity.

We focused on creating a visual and verbal identity that feels grounded but hopeful, bold but never loud, familiar yet fresh.

Our approach centred on the idea of the journey together- a brand narrative that reflects Hendell’s commitment to walking alongside clients as they navigate life’s complexities.

Our work included

Brand workshop
Brand narrative development and copywriting
A visual identity that communicates empathy, trust and stability, including a stylised “h” logo symbolising a nuanced, non-linear journey – layered, human and continuous, a flowing gradient palette blending rich blues (trust), greens (calm), orange (warmth) and purple (inclusivity) and a photography style using natural light and soft focus to feel intimate, uplifting, and dignified
Website design and development
Design and production of collateral and stationery
Brand video

The Outcome

From strategy to execution, the Hendell Foundation brand identity reflects compassion, clarity and purpose.

It meets people where they are – then gently guides them toward what’s possible.

The new identity strengthens Hendell’s positioning as a trusted advocate, instilling confidence while maintaining warmth and humanity. The layered design, fluid colour system, and evocative imagery provide a strong yet sensitive brand foundation that can grow with the organisation.