Minderoo Foundation

Completed at Re

Design Direction Ali Ozden
Designers Nick Hill, George Adams, Tina Mash, Ben Horgan
Motion Designer Sumita Maharaj
Writers Michael Pickering, Tess Ingram
Photography Minderoo Foundation
Hero Photo Grace Forrest

Website design & development Minderoo Foundation

Illustration Matthew Wong

Minderoo is the foundation of West Australian philanthropists Andrew and Nicola Forrest. Minderoo is one of Asia’s largest philanthropies, with AUD $1.5 billion committed to issues as diverse as achieving indigenous parity, abolishing modern slavery and eliminating cancer.

With the sheer amount of initiatives it undertakes, Minderoo was becoming buried under a growing range of sub-brands. It needed a more streamlined design system that communicated the overarching approach of the Foundation.

To encapsulate this determined, innovative spirit, the Minderoo brand uses the symbols and language of protest. The circular logo is inspired by protest badges. The badge becomes a unifying device across all its sub-brands, transforming a complex house of brands into a simplified master brand architecture. The horizon line used in the device carries across to the design system, creating a pragmatic and unifying brand.

The brand was designed then tested in conjunction with the Minderoo Foundation in-house design team. This helped to ensure the new brand system could be successfully utilised across the myriad applications required. Thanks to the new brand, the Minderoo team now enjoy a shared identity with a more defined sense of purpose and direction. A united front for changing the world.