ChildFund Australia has spent nearly four decades working toward a world free from child poverty. Their approach is distinct – building active partnerships and fighting poverty from the ground up, community by community. But donor behaviour had shifted, confidence in institutions was at historic lows, and the child sponsorship model – long an industry standard – had come under growing scrutiny for its transparency with donors. ChildFund needed a brand that could carry them through a fundamental change in how they asked people to give.