What we did...
- Strategy and creative direction
- Logo identity and animation
- Type, colour and visual language system
- Brand guidelines
- Social media templates
- Web design and development
- Supporting marketing materials
Credits...
Pasic’s mission is to go above and beyond to protect childhood and family life from the devastating effects of cancer, and they support over 500 families every year. But their brand no longer reflected their energy, professionalism, or ambition for growth.
They needed a brand that would stand out with clarity, confidence and consistency.
The Challenge
Pasic’s work sits in powerful tension.
- They celebrate childhood.
- They create joy.
- They show up with colour and play.
But they also support families through unimaginable heartbreak.
Their brand had to hold space for both and it had to be practical – usable by a small internal team.
The balloon is part of Pasic’s heritage. It wasn’t universally loved but it was recognisable.
So instead of removing it, we reimagined it and gave it purpose. It now symbolizes the child and the surrounding love and care of their families and Pasic.
Colour and typography
Pasic’s original yellow and blue were retained but updated. We brightened the yellow for impact and deepened the blue for credibility. Introduced warm pink and orange tones to add joyful/bold accents.
We purposefully built in darker tones for more serious communications. This enables the pallette to flex between joyful and difficult moments, intentionally designed to hold both sides of the story
Typography is welcoming, clean, professional and legible across platforms. Giving a joyful feel, but professional at the same time.
Pasic Characters
The balloon evolved beyond the logo. It became a language of its own.
The simple balloon forms are an ownable graphic system that is:
- Instantly recognisable
- Scalable
- Affordable to implement
- Flexible across digital and print
The characters allow Pasic to speak visually without heavy messaging – especially important in sensitive hospital contexts. They also visually reflect the joy and personality of the team at Pasic.
Canva Templates
It’s one thing to launch a brand. It’s another to live it.
We built a full template suite so the internal team could implement the brand confidently.
Website design and development
The website needed to do two things exceptionally well:
- Help families access support quickly and easily.
- Inspire supporters to give, fundraise and partner.
We took a UX-first approach:
- Clear user journey mapping
- Wireframing before visual design
- Audience-specific content pathways
- Accessibility built in from the outset
The site was designed and developed in WordPress using Elementor – ensuring the team can manage and grow it independently
Supporting marketing materials and photography
We provided clear photography direction and supporting marketing materials to ensure the brand felt consistent beyond the logo. This was important because Pasic’s work spans joy, fundraising and end-of-life care and the imagery needed to sensitively reflect all sides.
