The Animal Welfare Collaborative

Client: Queensland Alliance for Agriculture and Food Innovation

The Animal Welfare Collaborative is a non-partisan ‘knowledge broker’ powered by the top experts at universities across Australia. The initiative was established by The University of Queensland to foster productive collaboration to improve livestock welfare in Australia.

It was important for the AWC brand to resonate and connect with three distinct stakeholder groups – each with unique communication requirements; a financially driven industry, a data-driven government and the consumer-driven community.

To overcome these comms challenges, brand foundations were established by investigating archetypes and overarching missions. The result is a visually liberating brand that uses illustration and strong messaging to inspire optimism and movement.